The Brochure: A Key Ingredient to Sales

January 28, 2010

Don't rely on a simple face-to-face pitch, exchange of business cards or an e-mail message to help you make a sale or land a new client. Even if you have a successful business meeting with a client, when you walk out the door you should be leaving more than just a business card behind. As a giveaway handed to clients or prospective customers, or as part of a direct-mail package, the brochure can be your key to sales success.

Brochures help restate the selling points of your product or service in an easy-to-read format. They can also be passed along via your point-of-contact, so that the actual decision-makers or purchasers can get a sense of the pitch as well. Below are some tips for designing brochures as give-aways or as part of a direct-mail package. Brochures as give-aways Brochures are perfect for trade shows, events, meetings or just to carry in your briefcase or purse just in case the opportunity to talk about business arises. For a compact format that packs a lot of real estate try the right-angle half-fold brochure. Some more familiar formats are the half-fold or letter-fold brochure templates. With any format you choose, it's best to include a perforated panel inside the brochure, so that folks can tear out and mail in a postage-paid reply (4.25-inch by 6-inch is the standard postcard size). Try borrowing a direct-mail trick and include a formal letter on the first spread of the brochure. Get a headshot and a digital image or scan of your actual signature to include with the letter. This will give the brochure a more personal touch. Brochures in the mail Every brochure template can also be turned into a mailing, simply by using one of the outside panels as a mailing and postage surface. Talk to your printing vendor about doing part of a brochure print run with a mailing panel and part without. This will give you the ability to use the printed brochures in either fashion. If you are including a brochure inside of a larger direct-mail package, keep in mind that there's already a letter and a reply device in the mailing, so you do not need to include these elements in the brochure. Printing in a full-color format ensures that your brochure will be eye-catching. It also helps to include a lot of product images or other relevant artwork to draw readers in. Some folks may skip over the direct-mail letter, so reiterate all the product or services' selling points in the brochure as if it's the first time the reader is hearing about it.

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The PsPrint Blog is a resource for graphic designers, freelancers, small business owners and fans of print marketing. You'll find helpful techniques on printing everything there is to print, including business cards, postcards, brochures, stickers, invitations, greeting cards, door hangers, magnets and more. The PsPrint Blog shares creative ways to improve your design and layout skills, and useful tips for marketing your business in any medium. We also like to have a little fun, sharing design inspiration and spotlighting some our favorite customers' printed pieces in our "Hot Off the Press" series.