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Why Brochures are
Effective
By Eric Young
Human perception is a fascinating phenomenon and fortunately for small
business owners marketing experts have tapped into this phenomenon for
our benefit. This article will illustrate the chain of logic that a
prospective customer follows when reacting to your advertising efforts
and why brochures are one of the most effective methods of promotion.
Several things happen when a prospective client views a piece of your
advertising literature. On the surface there is a conscious and literal
analysis of what is before them. Simply put, the prospect examines the
details of your offer/statement. They examine the benefits of your
product or service. On another, more sub-conscious level they examine
the less apparent details of the presentation. These details include
color, phrasing, layout, and the actual method of promotion. (i.e.
flyer, brochure, postcard, newspaper ad, etc.,)
If the offer is appealing enough to spark interest the reader than uses
the secondary, sub-conscious data they have collected to help form a
decision. If this data helps to form a positive image about the business
making the offer the next likely step is to make the purchase or
investment.
What is a positive image and how can it be demonstrated? The basic
elements of a positive image include the perception of competence,
trustworthiness, and the command of authority. In other words, prospects
want to know that you are an expert in your field and that you have the
confidence to express it. These elements can be effectively demonstrated
in a well written piece of copy that is integrated into your advertising
medium.
A brochure is terrifically suited as an instrument to help convey this
image for a host of reasons. First of all, a brochure, to the average
reader, helps to instill a sense of confidence and professionalism just
by virtue of the fact that you spent the time, effort and money to have
it produced. This may seem a bit simplistic, but it holds true because
it is a perception and perception does not necessarily mirror reality!
Secondly, a brochure allows you to provide a great deal of information
which you can’t always do with a magnet, postcard, or even a flyer. This
ability to provide well written information and copy is your opportunity
to instill the perception of a command of authority and confidence in
your business that the customer seeks. Remember, if your offer is good,
the prospective customer wants to believe that you are competent and
trustworthy and brochures give you the best chance to prove it. Finally
and most obviously, a brochure can be really sharp and impressive if put
together by a skilled designer.
When contemplating a new addition to your advertising arsenal seriously
consider having brochures made up. A well thought out brochure can be a
self contained marketing campaign that provides the bait, hook and the
muscle to reel in a new customer.
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