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The goal of a sales brochure is to generate sales, but secondary goals include building awareness of your products or services, setting you apart from competitors and enhancing your overall brand image. To meet those goals, a great brochure is professional and visually appealing, draws the reader in, delivers a specific message and meets your audience’s needs.
In short, think of a sales brochure as having two purposes, depending on your customers:
Because a solid sales brochure should satisfy the needs of both audience types, developing your materials requires planning and thought. The key is to answer a few basic questions before you get started – the answers will help you develop your message:
Then develop the basic elements of an effective brochure:
Once your content is ready, consider using a professional designer to create the actual brochure. Design is a specialized skill. A good designer can make your text and photos shine. After you've worked hard to identify your audience and speak to their needs, don't let a bad design dilute your great message.
Next, use quality materials. Good paper and superior printing enhances both your business image and product/service appeal. If nothing else, a beautiful piece is much harder to throw away.
As a final test, imagine handing the brochure to a potential customer. Will you feel proud? If not, head back to the drawing board. No matter how you distribute your brochures – by mail, in your media kit, at trade shows or inserted in packaging – you should always be pleased with what you have created.