What to consider when making a business brochure?

Besides a business card the next most usable customer marketing item you should always have available is a business brochure.

I have been approached a lot, so far this year, about this topic so I thought this would be a great subject to go ahead and discuss.

I will focus on what should be in a general business brochure rather then the physical parts of a brochure such as; type of fold, paper weight, gloss vs. matte, B and W vs. single or multi color. Those items can all be addressed once the content is hammered out and the budget is established. So lets get into the backbone of your brochure, the information and the call to action.

You want your brochure to be an extension of your business, a continuation of the branding you have already established with your business card, web site, etc. Try to make it so your brochure is easily recognizable that it came from you and your business. Your logo, phone number, web site address, location coverage area, type of work you perform, should all be easily seen and spelled out briefly and clearly. A brochure should be just a snap shot not a photo album, a few paragraphs about a few main topics not a novel.

Leave the longer in depth information to be found on your web site, or in an individual product and job phamplet that you give to your bookable customers when discussing a job, but not in your general business brochure given out to the broad general prospect population.

Make sure any brochure piece that you make or have made is multi market usable; such as a mailer, handout at a home show, or a customer referral piece. No exact pricing should be mentioned here so the brochure doesn't become obsolete and you waste printing costs. This way you can save on being able to produce more pieces for less money.

For your call to action you should use phrases like "Call for our current special" or offer" besides the typical call us for a quote. Might have something like "Contact us for a quote using this code." (leaving a space blank you can fill in) This will help with tracking a special event, or location placement, or to track when a mailing was sent out.

Your extra offers should ALWAYS be perceived value items and not a % discount off the cost. For every 10% you give away it takes 10 more of the same job with out the discount to make it up. Offers can many times be small normal up sell items. You could say, "Call now to receive one free service with your cleaning." or booking" (the service does not have to be explained until they call). This way you can change it is as you need.

It is good to have several offers available for you to use, tiered according to the work the customer wants, once you are speaking to them. For example: Roof wash - free gutter cleaning, House wash - free window cleaning, Driveway flat work or Deck cleaning (if you charge by the square foot)- free 10-20 ft of an additional walkway, or door stoop. Never use the offer to take away from the original work to be done. For example; giving 20 square feet free off of the driveway they called you to clean. You do not want to give the perception that the work they called you for is not worth the full asking price.

Plus if you give a dollar off discount to a customer, they will end up only remembering the price they paid,
which included the discount, not the original price. So when they call again or tell others what they paid they could think you have gone up or are not giving them the same deal and possibly go else where.

Your brochure should show a few good, clear, before and after shots of your work, and put in testimonials. I know they take up space but it is important potential clients feel you have satisfied similar customers like them for the work they need done.

You can have a small logo, address and phone number section that is easy to tear off (inside back lower corner of a tri-fold) with a code number added as a referral piece. But be sure to still have the same information included else where (like the front cover) so the initial customer still retains your contact info.

You can have a section (like a back panel or inside fold) stating the date and service that was done, if any other work was recommended or date when work should be repeated. But what can be even better is to have this actually put on a peel off sticker (instead of printed in the brochure) that you can attach in the blank or used address mailer space of the brochure, this you then leave with the customer after completion of the job, it becomes a reminder as well as a referral piece for future contact.

I hope this information was helpful next time you go to create your business brochure.