The company president says, “We need a marketing brochure to promote our new product, something our sales people can leave behind with customers and some literature we can give out at trade shows. Just do it!”
Now you face the formidable task of getting the brochure produced. What’s next? Should you hire an ad agency? Should you call a brochure writer or perhaps a graphic designer?
Hold up. Don’t do any those things, at least not yet. You’ve skipped a few steps. Eventually, you’ll want to get some marketing professionals like a copywriter and graphic designer to help you on the project. But first, you need to do some thinking on your own so you can give those folks good direction.
Start by developing answers to these seven questions about your marketing brochure:
Once you have the answers to those questions, you can move onto step 2.
While it’s tempting to begin putting pen to paper, develop an outline for your marketing brochure. Your outline will serve as your plan going forward. Determine what information and pictures should be included in the brochure and how they should be organized.
As an example, you might decide to do a four-page marketing brochure with the pages laid out as follows:
Now that you’ve organized the information and come up with a general outline, you’ll need to gather all the actual data to give to your marketing copywriter and graphic designer. Remember, they only know as much as you tell them. They’re not mind-readers, and only you can explain to them why your product is special and how your customers will benefit from their purchase.
Today’s consumer doesn’t want to read fluff. Facts, features and benefits are what sell, so that’s the ammunition you need to give your brochure writer.
Once you have all the relevant information in hand, you’ve completed your homework and can feel comfortable touch-passing the project to your marketing copywriter/brochure writer and graphic designer. It’s finally time to let them work their magic.
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