After Initial Contact: Making Your Brochure More Effective

Business owners who have a website are rapidly discovering that one of the most difficult things to accomplish on the Internet is turning hits on your website into dollars for your business. One way to make initial contact with web users more effective is to follow up by sending out a well-crafted brochure. How do you improve the chances that your brochure will be attention grabbing and prompt further contact? Here are five tips to improve your chances:

1. Combine color and graphics for eye-catching presentation. Frequently, companies will spend time on a hip website, but ignore the power of an equally striking brochure. Having a brochure on hand will allow you to instantly respond to inquiries in a concrete, timely manner. It is important to coordinate the colors and graphics of your brochure with those already on your website for a professional look. For maximum impact, choose two or three colors in similar hues to highlight the text and pictures. Even one bold color taken from your website in combination with black and white will get a client's attention.

2. Don't forget your URL. It is essential that your company's domain name and URL be prominently listed in your brochure in addition to other traditional contact information such as phone and fax numbers. Initially, clients may not recognize the name of your business, but a quick look at your URL may remind them why you are making contact. This is especially true if your URL and business have different names. For instance, if your domain name is goodbuys.com and your company's name is Best Wholesale, potential clients may not recognize your name right away. Clearly, all contact information should be included in an effective brochure.

3. Get Rid of the Envelope. Brochures that can be mailed without an envelope have a better chance of being looked at and read than those sent in an envelope. Think about it. How many times have you thrown away mail without opening it? If you must use an envelope, try using one that is made of a transparent material, so your brochure is easily viewed rather than just thrown away. Be sure to check with your local post office regarding requirements for mailing brochures without envelopes.

4. Don't Say Too Much. Brochures are meant as a way to encourage potential clients to contact you for more information, so don't tell them everything about your services in the brochure. A few well-thought out phrases and general descriptions of your business should encourage them to contact you for all the details. It is important, however, to include information about what you specialize in and what makes your services and products different from other companies in your industry. Also remember that brochure copy is traditionally more conservative than web copy, so put your best foot forward by using conservative word choices and style.
   The copyright of the article After Initial Contact: Making Your Brochure More Effective in Marketing Tips is owned by Karen Kalis. Permission to republish After Initial Contact: Making Your Brochure More Effective in print or online must be granted by the author in writing.

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