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Brochures are a fantastic selling tool for businesses large and small. It is easy to print brochures and inexpensive to distribute them to customers. But many companies make big brochure blunders when they print brochures. The result is wasted marketing dollars and advertising energy. What are these big brochure printing blunders? How can you avoid them yourself? Critical content It is easy to hire professionals to design and print brochures. Anyone can have beautiful custom brochures. But do your brochures give your customer the information that they need? It is critical that when you print brochures you include information on your product and services that actually drives sales. Don’t fall victim to the trap of beauty over brains when you print brochures. Track your results How do you know if you have had an effective brochure campaign? Don’t forget to track your results. Too many companies print brochures, distribute them to customers, and forget about them. One of the smartest moves you can make is to track the results of your brochure campaign to know how to improve it next time. Overly complicated Another big mistake is to put too much information in your brochures. Don’t confuse your customers. Simplicity speaks volumes. Remember, this is not a catalog, it’s a brochure. Your goal here is to give your customer just enough information that they call you so can complete a sale. Omitting prices It’s easy to buy into the idea that you do not have to put prices in your brochures. Pricing is an important part of your products and services. When you print brochures you should include prices because these are ultimately a key part of your customer's decision. Do not assume that they will call you just to get a price. Wrong customers Finally, many people make the mistake of giving their brochures to any warm body that walks by. It took a lot of time and money to print brochures for your company. It is important to know who your customers are and focus your marketing efforts on these individuals only. Don’t waste other people’s time and your money by advertising to people who do not have a need for your products and services.
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