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Brochures

© Bert Markgraf

Sure, you've got a great business card which at a glance tells people what you do. It also has the address of your very attractive, interactive web site which is where people go to find out the details of your products. But there will still be times when you need to hand out something for potential customers to take along — at trade shows, when following up some leads, when visiting potential partners. A brochure is indispensable for this.

Think of your brochure as an expanded business card:

• it should, at first glance, say who you are and what business you are in;
• it should give the reason customers should buy from you — are you the best, the least expensive or what?;
• it should tell prospective customers how to get a hold of you and how to order.

At a second level you can start giving details about your business, qualifications, references, testimonials, how you work — anything that reinforces the reason for purchasing from you that you gave initially.

Finally, no matter what business you are in, pictures and photographs are a positive factor. Start with pictures of yourself, your place of business and your products. The successful small business operating in today's marketplace is not interested in just selling a product. It is interested in long-term relationships with a relatively small number of excellent customers. These customers will want to know more than price and delivery.

Try this site for a couple of good ideas on brochures. For a technically advanced approach, put your brochure on a floppy as well. For real cutting edge stuff, write your own CD-ROM in the relatively new CD-R format.

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