Few businesses can’t communicate without some kind of printed sales literature to hand out to customers and prospects. Organisations such as travel agencies, industrial manufacturers, insurance agencies and many others depend on printed advertising to help make the sale. The one thing that these companies have in common is that they use a brochure.
People love tangible devices which is why brochures are a convenient medium. They provide information for prospects to take home and study at their leisure.
Brochures are a convenient medium. They provide information for prospects to take home and study at their leisure.
There are different types of brochures and to know which one to use is to know where the brochure fits into the buying process.
When you think about it, most packaged goods are sold in a single step. Consider household items such as toothbrushes, deodorants and canned foods.
On the other hand, goods and services such as computers, cars, financial services and club memberships require several meetings between the organisation (seller) and prospect (buyer) before the sale is closed.
The content of every brochure is unique; however, many of them share common characteristics. Below is a list of three categories:
Brochure about a service
The introduction should outline the services offered, types of accounts handled and why the reader should consider your service.
Brochure about a product
The introduction should cover a description of the product and why readers should consider your product.
Brochure about a company
For businesses engaged in a corporate structure (parent company, divisions, departments, subsidiaries, branch offices). The introduction should cover the company history and philosophy.
To know where your brochure fits into the buying process, below is a list of five types to help you determine the right one for your business.
Leave behind (post-meeting)
As the name suggests, this is the type of brochure that you leave behind after a meeting with a potential client. The contents should summarise your sales pitch with information on the product/service and its benefits.
If you have visited a travel agency or tour guide’s office, you will recall seeing a display of colourful brochures mounted on the wall or neatly placed on a desk. This type of brochure always contains an eye-catching headline and beautiful imagery.
Salespeople who visit prospects in their home or office often use this type of brochure as selling aids in their pitches. Contents include bold headlines, large images and subheadings to guide the reader through the pitch.
This is the brochure to use when a prospect requests more information on your product or service. This is different from sales support because the person requesting this information is interested in what you have to offer. Consider it a hot sales lead. This simply means that someone is likely to buy from you over someone who has not contacted you.
Direct mail supplement
A direct mail is a type of medium in which businesses send letters, postcards, or other promotional materials to customers and prospects. Brochure contents should provide additional sales points, lists technical features and drawings of the product not covered within the sales letter. The size is slim and is specifically designed to fit in a standard mailing envelope.
In short, each brochure has a purpose in the sales process. Knowing the different types will help you determine the best fit for your business to maximise your selling potential. When in doubt, check with a copywriter.
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Source: The Copywriter’s Handbook by Robert W. Bly
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