The evolution of the pamphlet

Jerry
April 3, 2009

The pamphlet has been used to convey a quick message for centuries. Hawkers would distribute them to people on the street, companies have mailed them, advertisers have inserted them into newspapers, and the military has dropped them from airplanes.  What has kept this marketing tool alive for so long?

 

The longevity of the pamphlet is based in its simplicity.  It is just one page usually offering one piece of information.  The copy is short, so people tend to actually read them.  The text is simple and to the point.   In short, a pamphlet is exactly what your customers are looking for.

 

Normally, the idea of a pamphlet is to convert a sale for one item.  You advertise a huge sale on something you need to unload quickly.  If there is a group of related things -a small group of four or fewer items- you can stuff them on the pamphlet, but remember to keep it a one sided, one page affair.

 

In the beginning a pamphlet had to be printed by hand, so few copies were made. Then the printing press took over. A few hundred copies can be made in a short time.  Today short runs can be targeted at planned audiences for maximum effect.  Pamphlets have emerged as a sound marketing tool for any company.

 

What do you use your pamphlets for? Do you use a pamphlet in conjunction with another marketing tool to optimize sales?

Jerry's picture

About Jerry Brisinger

I am the Marketing Director of a small media development company. We deal with hardware,software, and hard goods. As part owner of that company, I am able to see many of the true inner workings of the decision making process. Over my years in the marketing field I have striven to show simplify people's way of thinking on the subject. Many executives and small business owners try to over complicate the entire idea. They are wrong. In my posts I hope to show you what it is that I mean.

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