Types of Brochures for Small Business Marketing

Attract, Convert, Retain Business Concept

In today’s fast paced society people still buy on impulse, but generally are more informed than ever before. The Internet has made it easier than ever for people to research companies, products, prices and service history of hundreds of businesses before they buy. What this means to your business is that you definitely need to have a website and some form of Internet marketing, but it also means you need to be prepared to follow-up more often and even better than ever before.

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The modern buying cycle consists of:

  1. The prospect gets an idea that they want or need something. The idea could be caused from a TV or magazine ad, a direct mail postcard they get in the mail, or even a friend referring a product or service.
  2. They now have a mild interest in your company.
  3. They go online and look up your company from the advertising you sent them.
  4. They also look for other companies who might sell the same thing.
  5. They call or send you an email wanting more information or prices. (They also call or email your competitors.)
  6. You either have something to send them or you don’t. (You can assume that your competition is going to send them something that looks nice.)
  7. The prospect will decide usually based on a feeling more than a logical reason as to which company they are going to buy from.

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10 Common Mistakes and Pitfalls Made On Brochures!

    Having a professionally designed brochure can be the make-or-break part of the sales cycle. Knowing what type of brochure you need in order to promote your products and services is critical to turning your prospects into paying customers (and also saving you money on printing costs).

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    The Leave Behind Brochure

    This type of brochure is designed to be left behind after meeting a potential customer. This brochure’s content has informationVet Brochure Sample about your company and product and might contain success stories from other customers you have serviced. You will want to include the reasons why your company is the best choice and the benefits of doing business with your company. Generally the leave behind brochure is a broad-brush stroke of your business and products by design. You want the content and design to pull the buyer into the buying cycle.

    The leave behind brochure is generally used for the prospect that is mildly interested. They are also good handouts for trade shows and other high traffic areas where you can hand out brochures to hundreds of people at a time. The leave behind brochure’s print and paper quality will be the least expensive because the intention is to pass them out like tissue paper.

    The Point-of-Sale Brochure
    The point-of-sale brochure is designed to cross sell different products and services you offer. Banks and financial institutions have brought the concept of point-of-sale brochure to a highly effective state. When you walk into a bank, you will see various well-placed racks with an assortment of brochures promoting specific financial services that bank offers.

    Optometry/Ophthalmology Brochure Sample

    The idea is that you have the person already in your store and they may have previously purchased or used your product or service. The logic is since they have already bought from you, they are also potential buyers for other products or services you offer. This type of brochure should be called the up-sell brochure because that is exactly what they are designed to do. The point-of-sale brochure will help you to maximize sales from your current customers.

    The point-of-sale brochure is designed to attract attention and create interest from prospects and current customers. They can be built around presenting a problem and demonstrating your solutions to that problem the customer may have. Your goal is to generate curiosity in the prospect so the pick up the brochure to read about it.

    Brochure Self-Mailers

    This type of brochure is designed to mail without an envelope. It can be the same as leave behind or point-of-sale brochure, but the self-mailer brochure is designed to be mailed.

    You may consider that you can use your website as a type of brochure and save money on printing costs. This is true to a certain extent. After all, your website is a kind of brochure and depending on your level of web expertise it might work for you. The challenge is the amount of competition that is on the Internet. It can be easy for your company to get lost in the competition clutter.

    In order to grow your business, you need to get hundreds of people calling or walking into your business. Sending them a printed brochure by mail allows your company to stand out from your competition and pull the prospects attention away from competing products. A well designed and printed, full color brochure will allow you to sell more of what you sell because you are putting something real in there hands to help them make the buying decision.

    Click Here for Brochure Pricing

    There is the belief that people tend to lie on the Internet and do not trust what they find as much as something that is printed, real and directly in their hands. If you have a sales team making calls to prospective customers, printed brochures and sales materials are a vital necessity to your business.

    Printing full color brochures is not very expensive to do in this day and age. Our graphic designers at Wilson Printing USA can help you design the type of brochure you need to expand and grow your business.

    Why Your Business Needs a Printed Booklet Brochure or a Printed Catalog

    Printed booklet brochures and printed catalogs have always been a good way to market goods and services. When the internet came along in the mid 1990s businesses large and small thought they could save printing and mailing costs by publishing their booklet brochures and catalogs online as part of their website. Great idea, right!

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    Why Your Business Needs a Booklet Brochure

    What most businesses found is that the web brochures and catalogs may have seemed like a good idea—consumers ended up using them as an ordering mechanism. The only way an online brochure or catalog can generate new business is if you spend thousands of dollars on SEO to keep your website at the top of the searches. With all your competition on the web, that is more difficult than it sounds.

    As technology progressed, along came full color digital printing and with that you no longer need to tie up thousands of dollars printing large quantities of brochures, booklet and catalogs. Digital full color printing makes on demand printing and short run printing of brochures, booklet brochures and catalogs extremely affordable.

    Not only are printed full color booklet brochures or catalog are effective, but also they are a proven way to sell products and services and it is now very affordable to do so.

    Full color printed booklet brochures or printed catalogs will drive traffic sales. The reason for this is that they cut through all the marketing clutter and put your company in the hands of your prospects or customers. Think about it, there are no spam filters in your customer’s mailbox and they will 100% of the time see your material. Plus, in the mailbox there are no popup ads from your competition.

    Here are a Few Types of Brochure Booklets & Catalogs

    Full Color Brochure. A brochure is usually one large flat sheet that is folded in half making 4 pages for copy. A brochure can also be a trifold. Printed in full color in quantities ranging from 100 to 50,000 brochures. They are a very effective promotional tool for any business.

    Printed Booklet Brochure. A booklet brochure is multiple pages and can go as many as 80 pages per booklet. It is similar to a catalog except a catalog usually has more and different products. A printed booklet brochure is usually narrow in focus to a particular product category. Booklet brochures are used to market services where as a catalog usually promotes products. Printed booklet brochures are effective handouts for home shows and trade shows. Booklet brochures are also one of the most versatile commercially printed materials available to you. You have more space and pages to work with, so you can put as much content as you want without worrying too much about crowding the pages.

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    Printed Catalogs. There is nothing more effective for product advertisement than compiling them into a beautiful and easy-to-read printed catalog. Catalog printing offers your customers a more convenient way to learn about your products and services. You can display customer’s choices and cross promote other products and services. Printed catalogs are also a good tool for your sales team, giving them something to educate the client and help guide the client through their purchase. With digital full color printing you can print lower quantities of your catalogs at a very reasonable price.

    Printed Training Manuals. I am slipping this one in, but it is a cousin to booklets and catalogs. Training your people is an easier affair when you have a manual at hand. And when it comes to printing training manuals, you need something with enough space to handle all of the crucial information without being bulky at the same time. Booklets are the cheapest and most effective alternative for training manuals. We can produce to order from 1 to 1,000 quickly and very affordably. No more ugly copies stuffed into plastic sheet protectors. Bring your training manuals up to the new century by having our designers professionally layout and design your training manual as a booklet brochure.

    So to sum it up as to why your business needs booklet and catalogs:

    1. Booklet printing establishes expertise and trust.

    You can engage your target customer with relevant and target information. Design you booklets to solve Optometry/Ophthalmology Brochure Sampleproblems for your customers and you will become a resource for them. When customers trust your advice, they’ll want to buy from you. When you hand a customer a nice printed brochure, booklet or catalog it represents an investment and communicates that you are an established and reputable company. Anyone can put up a website, but it does not mean they are established, reputable and that they will be in business six months from now.

    10 common mistakes in brochures ebook


    10 Common Mistakes and Pitfalls Made On Brochures!

      1. Connect with your customers.

      Because printed booklet brochures and catalogs are intrusive, your customers are seeing just you and not 20 of your competitors. This takes some of the confusion out of your customer’s buying decision.

      1. Add value and motivate more sales

      At the end of the day, it’s about selling your products and services. When you put a well-designed brochure or catalog in the hands of your prospect and customers you will sell more. The Internet and marketing on the Internet are good, but to really drive sales and increase your market you should put information about what you sell and do in as many hands as possible. Nothing to date has proven to replace printed promotional materials. Printed booklets and catalogs can be everything that you need them to be. Partnering with a full service marketing and commercial printing company like Wilson Printing USA can save you time, money and headaches in creating and printing brochures and catalogs for your small business.

      Direct Mail With a Very High Open Rate


      What type of direct mail gets a 99.9% open rate? Christmas and holiday cards do.  The fact is that 99.9% of Holiday cards get opened and looked at. These cards present a tremendous opportunity for you to influence your business’s sales, especially with the twist to it that I am proposing to you.

      How? What I am proposing that you look at is this.  Including a 3 x 5 promotional insert card with a special offer that is inserted inside of the Holiday Card. I can hear some of you. You are saying to yourself, ” Mark, that is a totally tacky idea. You are just trying to hock direct mail to me again.” Well you might be right! One thing is for sure, the idea is out-of-the-box of traditional thinking. (And direct mail still offers the best bang for your advertising buck.) Besides it fits, can you think of a more tacky time of the year than right after Thanksgiving to December 31st ? Besides, if the insert card is designed properly with taste, it won’t be tacky and it will drive sales to your business. This idea puts an incentive in your client or prospects hands that gives them a reason to do business with you. It is kind of like killing two birds with one stone. You get the public relations benefit of sending out a holiday card and a sales bump by including a promotional offer.

      Click Here To See Holiday Card Samples

      Christmas and holiday cards are the perfect form of marketing because they get noticed, they do get opened and they hang  around for several weeks (usually stuck to a door frame). Most companies do not take full advantage of the marketing opportunity that sending Christmas and holiday cards presents. They only send cards to existing customers but forget that sending out the cards does present an opportunity to create new customers too. This promotion is inexpensive to do and now is the time to do it. You should plan on mailing your card around the 2nd week of November so that it gets there right after Thanksgiving, just in time to affect your December (and January) sales. The fact is for most businesses, the holiday season brings the biggest sales opportunity of the year to increase sales and the biggest opportunity as a catapult for kicking off January’s sales.

      If you are thinking things have been too slow to send out Christmas and holiday cards and you are going to cut back to save money, I urge you to re-look at that consideration because it will put you in a box that is very hard to get out of. The box is called “the waiting to see what happens” box. This attitude of “waiting to see” will kill any chance your business has to grow and will eventually kill your business. Why, because when you wait you are not doing anything that will help handle your situation. You make your own destiny and can create your own success. In this economy you cannot afford to take a wait and see attitude about your sales.

      We have several stock designs you can use or we can design something totally custom and personalized for you. I would be happy to brain storm some ideas for statement stuffers you can use with your Christmas and holiday card.

      If we can help you, please give me a call.

      Mark Hale



      Save hundreds on your direct mailer Learn More on sale Act now