Next Step: The Buying Process
You've already figured out where your brochure fits into the buying process from Five Essentials for Planning a Brochure. Now you have to turn that potential customer into a paying customer. Your closing message has to be powerful.
Too many times brochures fail to be effective because they don't contain one vital piece of information: A call to action. You have to tell your potential customers that they have to act now/call now/buy now.
No matter what you are looking for (a telephone call for more information or an on-the-spot sale), you have to let people know what you want them to do. Always ask for their order but at least ask for their call for more information.
The Vitals
There's another vital piece of info that seems so obvious, yet in the creation process it's sometimes left out. Your contact information.
Make sure you include your company name, logo, address, telephone number, fax, Email, Web address. Anything that will help the consumer get in touch with you easily.
If you have an additional line be sure to include that as well. So many prospects may be calling that your main line is busy.
Give directions to your location in your brochure if you have a business customers can come to. Make it easy on them too.
If you're located next to a landmark of some sort, tell them that too. That way, they have a mental picture of your whereabouts.
Other factors to consider for your brochure might be prices, store hours, instructions for placing orders by mail, phone or on the Internet and product guarantees.
Effective for the Long Run
Make your brochure worth keeping. Give them a reason to hang on to that brochure - even if they decide not to call or buy right now.
For example, let's say you have a dynamite brochure about your company's travel packages. Your travel agency offers a getaway to the Bahamas in May and June but in July and August you offer a package to Hawaii.
While your potential customer may be very interested in your travel packages, they're not ready to think about vacation because they're still trying to pay off Christmas debts.
But they decide to save your brochure. After all, your travel agency offers packages all year long and they might just decide to take a week off in June. So they're interested. Just not right now.
Brochures can really help boost your company's sales...both now and in the future. Use these tips now and you'll get the most out of your brochure in the long-term.
