“I need a brochure,” a client of ours says while they are at our counter. Is this what they truly need? It could be, but without knowing the reason it is hard to say for sure. Is this simply an idea that popped into their head the night before? Maybe they received a brochure from another business and then thought to themselves, “I could really use this in my business. In either case, this is definitely not the right way to buy printing.
So, what is a better approach? The correct way to go about this would be to think hard about what your overall marketing intent is. Start with identifying your true target market, your sweet spot, the customers with the highest probability of buying your products and services. With your target identified you can then think about the correct way to appeal to them. Image is everything… Not only is presenting the correct printed marketing materials to your clients important, but so is the way they look. Clients for some businesses may be attracted to expensive things, while others may be scared off if they perceive your products or services are going to be too expensive. Once you have determined how your product needs to be designed for appearance you need to move on to content.
Your messaging, and information need to speak to your intended audience so they are quickly engaged, properly educated, and desire to take action to purchase your products and services. If your business requires a high level of trust before someone will act (i.e. Financial Planning) and you decide a brochure is the right marketing material to use, you may consider including a bio about yourself. This allows your potential clients to get to know who it is they will be dealing with, and your experience level in that field. Remember, people are only going to do business with those they know, like and trust. This alone won’t do all of those things, but it will begin the process.
Being that our clients all make buying decisions in different ways, you will need to be diverse in your marketing efforts. Online Marketing, Print Marketing, and Network Marketing should all be included in the way in which you reach clients. With Print Marketing you will find you need to have some pieces developed that speak of your business overall, along with others that speak of individual products and services you offer. Being too general with marketing materials may lead to missing out on opportunities if someone wants more detail about a single product you offer.