Brochure Burnout

One of the most frequent requests we get from clients is that they need a new brochure. Sure a brochure is an appropriate form of communication for some circumstances, but many people, especially sales people, attribute way too much power to this multi-colored, tri-folded, sheet of paper.

If a member of your team is telling you that they need a brochure in order to do their job, they may not be the right person for the poosition! People, not a sheet of paper, make sales. If they can’t close a deal without marketing collateral, they won’t be able to make a sale with it either.

So when do you need a brochure?

Trade shows and other events when you won’t have time to talk to each prospect individually.

As a leave behind. Provide marketing collateral to a prospect at the end of an appointment AFTER they are already interested in your service or product. The piece gives your contact the opportunity to learn more about you while also giving them something to show their boss when they go to him/her asking for money for your product or service.

As reference material. This is especially important if you’re selling products or services that may have a lot of different options to chose from and the buyer needs to time to ogle over the various options. Remember the last time you bought a car? I bet you took the brochure home first and repeatedly looked at the colors and options that were available.

by Danielle Ezell, APR

Comments

[Mark Horstman]

Danielle-

Well done on this post! You might be interested in Seth Godin's take on brochures, which I found 'brilliant" simply because he agreed with my take. (Hey, I'm as smart as him on one thing!)

http://sethgodin.typepad.com/seths_blog/2006/03/q_what_do_you_t.html

That said, your point of view is different than his or mine, and for many, WAY better.

Here's my take: I don't have a brochure, because when I started Horstman & Company, I thought, "Is anybody REALLY going to buy a $3,000 a day consultant because of a brochure?" The answer is of course no, but many many people STILL thought I was nuts. I think they were subscribing to the "cost of entry" mentality. I suppose if the firm had failed (still fine), others might have pointed to the lack of a brochure.

Consulting is different from plastic closures, or electronic connectors, or fine papers... and I surely assume they would want/need one.

As well, glad you find Manager Tools "not to be missed." We're glad you're a member, and please do let us know what we can do to serve you better. It is a privilege we take seriously.

Mark Horstman
Manager Tools

(And we even like Oklahoma - both Mike and I were at Ft. Sill for a while. I've seen many OSU football games...back when Jimmy Johnson and Barry Sanders were there!) :-)