Marketing with Brochures

Most brochures are nothing more than a collection of a few pictures and a few details about a business. However, brochures should be utilized as powerful tools that distinguish your business from your competition.

When designing your brochure there are many things to consider, but one thing that you should remain focused on when deciding on the brochure will look like and that is that you must remember, “you never get a second chance to make a first (and great!) impression.

Even if you have the most beautiful spa and/or salon, not all people are going to get their first impression from walking through your door.  Most times people will be introduced to your business through your brochure and even a business card.

That business card must convey the same impression as if the person reading it is seeing your place of business for the first time.

Yes, I know it is true that you can not judge a book by its cover, but we all make judgments on first impressions…it is just human nature.   Look at your brochure through the eyes of your potential client.  Is it conveying the feeling, tone, cleanliness, expertise and professionalism that sets you apart from the rest.  Are you giving a clear message with your brochure that you are worthy of the prices you are charging for your products and services?

Here are five things that you must consider when designing a “profitable” brochure:

1.  Design your brochure as a reference that people want to keep. Maybe in the “facial” section you can list some helpful tips on how to combat pimples, fine lines and even wrinkles.  By providing that information you are leading yourself into the next important brochure tip, and that is benefits.

2.  Solve a problem you client may have. List the benefits of the service and not just the service itself.  For example, if you offer body wraps you may want to express to your client that body wraps are great if they over indulged a bit over the holidays and your body wrap will help them to get back into their skinny jeans.  Much more enticing that body wraps detoxify you.   Or how about a great hair conditioning treatment.  You might want to express how by indulging in your hair conditioning treatment and product that your client will be able to that “salon look” at home because their hair will be more manageable and people will always want to touch it because it is so silkie…instead of “conditioning hair treatment.”  You get the idea….show how your products and services can solve a problem.

3.  Give directions. Even a small blurb right below your address as to how they can find you is important.  Give them a local land mark, other “non competing” businesses on the corner near you, or the two street intersections closes to you.

4.  Get them to WANT to look inside. Your brochure is the first impression to your business, but the cover is the first impression of your brochure.  Get it wrong and you could lose that customer.  Logos are great and they do brand your business, but there is no need to take up the whole front of the brochure with your logo.  Instead give them a reason to want to look inside your brochure.  Entice them in with a special discount, an invitation to an event, a FREE gift on their first visit.  People love thought provoking statements, sayings and quotes that conjure up feelings and satisfy needs…entice them to open your brochure by using a well stated mission state and what you and your business can and will do for them.

5.  Size and shape. It really doesn’t matter.  I have seen some spas and salons use booklets to describe all of their products and services and they were beautiful and did everything right in enticing, showing benefits, giving clear directions, call to actions and so on.  And I have seen 8 1/2 x 4 inches that also did the job beautifully.

To learn more about brochures, just go to brochure marketing.  Leave me a comment and let me know what size and style you used for your brochure.

Celebrating your success,

Andrea