Developing a promotional brochure 

Even though a lot of marketing is now being done online, print media is still an important part of your promotional activities. A brochure is a valuable marketing tool because it is a tangible takeaway from an in-person interaction. If you are attending trade shows or making sales calls, people will likely expect you to have a professional brochure. The brochure can serve as a reminder of the encounter; it can also introduce your products and services to the customer, and lead them to your doorstep.

Preparation

Before designing a brochure, think about the information you want to share about your business:

• Benefits and description of your products and/or services       
• Your experience in the business
• Any testimonials or references
• Your contact information

Find out which techniques motivate people to read the brochure, and think about how your brochure will be used by your client. Be focused in your messages. Remember that too much information could dilute your message.

Consider your distribution strategy in advance, as this can help you determine the number of copies you'll want to order.

Design and print

You may feel comfortable designing your own brochure, especially if you have the resources to do so. However, there are many businesses that can do this for you by providing templates or designing something from scratch.

If you choose to work with suppliers, you may need two services: a creative design firm and a printer. Sometimes these are combined into one shop. Discuss your objectives, needs and budget with potential designers. Make sure they understand your requirements. Often the creative design firm can recommend a printer or may be able to include printing costs in their quote and deal with the printer on your behalf. Your supplier should prepare a proof of the brochure for you to review.

In order to take advantage of cost savings, you may want to have other promotional items (business cards, a website, banners, etc.) designed at the same time, especially if they will share certain design elements like your logo.

Before you order printed copies, check your proof or final design. A second or third pair of eyes can help. Is the required information included? Is everything spelled correctly? Is the contact information correct? Discovering an error after having printed hundreds of brochures can be a costly mistake.

Distribution

Once your brochures are printed, put them to good use. Try to get them in the hands of potential customers. Take brochures with you on sales calls and to trade shows and consider doing a mail-out to prospective customers.

A brochure alone can only do so much. It will be most valuable if its message is supported by things like a great website with more information, and knowledgeable employees that can answer questions and follow up on inquiries.