Brochures With An Eye-Catching 'Do’
by: print_place01
Total views: 105
Word Count: 556
When I was younger I used to work part-time as
a ‘junk mail’ delivery boy. I used to go around my entire neighborhood
to deliver flyers, brochures
to mail boxes. I did not only get the exercise I needed, I had the
chance to interact and get to know the people in my neighborhood.
Mr. Ric, a 70-ish widower, looked forward to my visits. He always
scoured whatever I brought him for the coupons. Oh, he loved those
coupons for juices! Mrs. Kitty, a 40-ish something professional, hated
them. I remember her putting the sticker ‘No Junk Mail’ in her mailbox.
Come to think of it, that did not deter me from inserting those
brochures there.
I thought it was a dead medium particularly because everyone has access
to the Internet. However, ‘direct mail’, I reckon, is still the
strongest, most personalized way of getting your message across –
especially if you are targeting local customers. Local customers are
characterized by Mr. Ric who frequents community stores.
You certainly want your local customers to look forward to your
brochures, flyers or coupons. In order to have the effect, you must be
able to capture your client’s heart and mind. What captivates your
client’s heart is a strong message.
Your brochures
should be strong enough to shake of any thought of ignoring it. It has
to be convincing enough for your client to not just glance but read
through it. Finally, it has to grab the attention of your customer
within about five seconds (probably less).
Successful brochures do these. They focus on the client’s needs and it
makes them feel that the brochure was made for them – just them. It has
to establish a relationship with your client. It is easier said than
done. How do you make an inanimate printed document establish a
relationship? Here are few tips to make your brochures establish the
personal tone:
1. Personalize your mailing. Personalize by using your client’s name –
the odds of getting a solid lead are five times greater that in you
send your piece to a recipient in a household. 2. Personalize your
envelope. As with the mailing, your envelope should have the look and
feel of any familiar mail. In must not be to professional or to fancy
that it would look expensive. An ordinary envelope with the name of the
recipient would do. 3. Keep your headline straightforward and simple.
Always remember that you have less than five seconds to get your
message across. The reader should understand your message as well as
the benefits behind it as soon as she opens your brochure. 4. Use
action verbs. As you write your brochure, remember to use action verbs.
They are stronger and direct to the point. Avoid wordy and lengthy
paragraphs. That is a sure fire way to get your brochures thrown away
in five seconds.
The ‘do’ of your brochures determine whether they end in the minds or
in the trash. It is very important that your brochures are made up to
suit your customer’s needs. The best one are those that are simple,
direct to the point and personalized. If you can give me a brochure
like this, I would gladly bring it to Mr. Ric myself.
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