Brochures tell. They do not sell.

Posted by Laura Bergells

March 13, 2007

I am not a big fan of developing brochures as sales or marketing pieces. Especially for new or growing businesses.

Typically, brochures tell. They do not sell.

And they are usually a bad choice for a new business.

Most brochures are simply a laundry list of services with some clever copy, clean layout, and pretty pictures. They do not not do a very good job of selling a client on your services. They tend to be bland, pretty things. They might make you feel good, but they do nothing for your customer.

Poor salespeople will leave their company’s expensive brochures on my desk while I am out. Sometimes with a business card and a pathetic “call me for more information” sticky-note.

Why would I want more information? I already have their company’s most carefully-packaged information!

I don’t even look at it before I throw it away. Just like I don’t look at web sites that are modeled after the print brochure — 6 or so pages of “we do this” and “why we’re unique”. Who cares?

I don’t need more information. I need to be sold.

And a brochure just doesn’t sell me.

So what works better for sales than a brochure — or a brochure-type website?

Just about everything!

But seriously, if you have a new company and are thinking about creating a brochure, just stop yourself.

Think: “how can sell” not “how can I tell”.

Think about direct marketing pieces that use the magic of direct response copy writing.

Think about your offer, your hook.

Think about writing a direct response sales letter that brings in sales long before you design a brochure.