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In my experience, more money is wasted on brochures than any other medium (except perhaps sponsorship but that's another story). In fact, quite often, you don't even need a brochure. They're a great way for potential customers to avoid buying something: "Have you got a brochure you can post to me?" is a very British way of getting you off the phone. But if you decide that a good strong brochure will genuinely help your business, please please please start with the words, not the pictures. Sadly, most people go to their local design group (or heaven help us, their local printer) and get a beautiful piece of art which they might as well hang on their wall. I'll help you really identify the benefits that will turn on your customers and differentiate you from your competitors. (Have you thought about actually asking your customers why they buy from you, by the way?) I'll help you write about these benefits in a way that's easy to read and gets your target market salivating. And once that's all done, THEN we can think about the imagery that makes the words sing out loud and proud. But remember: is that special high gloss varnish really going to bring in the ten extra sales that it costs you? |
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