Top 10 Ways to Make a Better Brochure

Your personal brochure is an important part of your marketing plan since it serves as an introduction to prospective clients. Your brochure should clearly state your name, the services you provide, and your contact information. It also works as a reminder to past clients that you are still there when they need you.

You want your brochure to be visually attractive and up-to-date. If it is outdated, simply ugly or shoddy looking, the customer will have a negative impression of your business. If you want your clients to see you in a professional light, then you need to present a professional appearance.

Here are some simple rules to follow when creating a brochure:

Determine what you want your brochure to achieve. The look, feel and content of your brochure should be determined by the job it must do. Your brochure can be a company overview, a product introduction, a door opener for sales calls, or a reminder to past clients.

Keep it simple. Copy should be to the point. It should also be written at a difficulty level appropriate to the audience, erring on the side of simplicity. For general purposes, a 5th grade level is sufficient. When speaking to a group that utilizes jargon, such as lawyers or engineers, the vocabulary of the profession is appropriate.

State the Benefits. Assume the reader is saying, “So what?” Always focus on what you have that benefits the user. Benefits sell; features don’t.

Include a brief history. Establish your credentials and credibility.

Include testimonials. Good references work wonders. A good testimonial gives you instant credibility, shows you have established clientele, creates a common bond with the user, promotes you in a voice not your own, and overall raises you to a higher level of expertise.

Promote your unique and special expertise. What do you do that no one else does? In what ways do you lead your industry? What makes you special or different?

Avoid clichés and trendy buzz words. All corporations today are “committed to excellence.” Speak plain English and stick to information that means something. People will tune out the business buzz words, so don’t waste the space in your brochure on them.

Avoid utilizing pictures of your staff. A staff picture may look nice, but it does little to show why someone should do business with you. It also becomes outdated once someone makes a career change, you bring on new staff, or when hair and clothing styles change.

Be politically correct. Unless you want to field constant complaints, be sure your brochure is politically correct. There are many people out there just looking for a chance to complain about a real or imagined slight. Do not attract their attention. Remember that your brochure is a tool for generating business, not for expressing political, social or religious views.

Keep your brochure focused on your main points. What exactly do you want your prospect to know about your company? Tell them that. Let your sales people fill in the details.

Want to know more? Click here to enroll in "Personal Branding Made Easy," a free training webinar presented Tuesday, July 24th at 10 am. (CST) You'll learn how to determine your personal brand and hear about other agents' success with personal branding.

-Gina