A great brochure is not about your company it's about your customers. Remember that your customers don't really care about your company - they care about themselves. If you keep this in mind you can win TONS of new customers using brochures.

Your brochure should sell ideas. If you give your customers information about how to get something they want, they will follow through and call the expert who gave them the brochure - you.

Your brochure should look more like a free government pamphlet than a company brochure. Interested people who want more information will call.

Let's say your brochure is on a display rack in a store or office. What headline is more likely to catch someone's interest?

The ABC Mortgage Company or
Understanding Mortgage Refinancing

A brochure must be interesting enough to get a prospect to pick it up. Give them information about a subject they are interested in and they will read it. Here are some sample headlines:

Smart Financing For Home Improvements
Understanding Your Reverse Mortgage Benefits
Commercial & Rental Property Financing

You want to target a specific group with your brochure. If you just offer a general brochure you will miss everybody. This might mean you need several different brochures to cover your prospects, but it's exactly what you want to do.

Note that your headline must dominate the top half of your brochure - or people may never see it. In a display rack the only thing someone can see is the top half of the front of your brochure. And keep your writing very simple so that everyone can understand it.

Your Advertising Strategy

Two-stage marketing should be a standard part of your advertising strategy - in the newspaper, your website, direct mail, radio, TV and even in your brochures. This is how it works:

So you offer them information in the form of a free brochure - and when they request it you capture their information. Now you can follow-up repeatedly and try to win their business.

You absolutely want to do this, or you are wasting 1/2 of your advertising budget. People who request information are very serious prospects. If you send them a free brochure and give them information about something they want, they are far more likely to follow-up with you than any other company.

And most importantly, for the price of a brochure [8 cents], you have the contact information of a very hot prospect.

Your Distribution Strategy

Here's the golden rule - make a plan for distributing your brochures. They are not going to do you any good sitting in a box.

An effective way to get your brochures out there is through paid distribution. You pay to have them put into display racks in stores. This strategy works because everybody in town walks past and looks at these displays.

This is why the headline belongs on the top half of your brochure - it's all anyone is going to see as they glance at a display.

So you put out your brochure - 25 Tips For Getting Your House Ready To Sell Who is going to pick this brochure up? Your exact target audience - people getting ready to sell their homes.

Everybody else is going to glance over the display and never see it. But for those people getting ready to sell their house a strange thing happens - that headline jumps out and grabs them. You have targeted them perfectly and they pick up your brochure.

They are collecting information. They are trying to make smart choices, and if they think you are an expert on the subject they will turn to you when it's time to get help.

How To Use Your Brochures

1. Distribute them through paid placement in display racks at stores. There are probably several companies in your area that do this. Look for the contact information on display racks in your local stores.

2. Insert them in direct mail. Consumers will keep your brochure and call you.

3. Offer your brochure for free in your print advertisements.

4. Offer them for free in your direct mail.

5. Use them as handouts for sales people & real estate agents.

6. Give away your brochures at public events.

7. Use your brochure as a newspaper insert. Your local paper probably charges about 4 cents to insert and deliver your brochure to their readers.

8. Display or leave them at businesses and in all public places.

A Winning Combination Direct Mail & Brochures

Your direct mail will be even more effective if you include a targeted brochure with your letter. Here are 8 reasons why:

1. Brochures give you credibility (the most important thing you have).

2. Brochures are kept longer.

3. Brochures are passed along.

4. A brochure allows you to add more information, explanations,
examples and customer benefits.

5. A brochure allows you to add more color, photos, graphs and examples. People learn and retain more from a visual presentation.

6. A brochure makes you look more professional and separates you from the competition.

7. A brochure adds perceived value to your offer.

8. A brochure rides for free. The postage is already paid.

Create an attractive, targeted, information packed-brochure and distribute it everywhere. You will win TONS of customers you are missing for about 8 cents per brochure.