Sounds old school, huh?  Well, maybe it is but that doesn’t make it wrong.

A well written and designed brochure achieves three business outcomes:

1. It’s a channel to clearly articulate what it is you can do for me, why I should listen to you and how I can get some of it (assuming I like what you do).
2. It provides you with a tangible leave behind when you meet with a prospect. Verbally suggesting they go visit your website to find out more is a mighty fine idea, however, that requires them to remember to do this. At least with a brochure that should be one of your key calls-to-action.
3. Writing a brochure is cathartic. It will help you get real clarity around your key messages … Those little nuggets that you should be sharing with everyone who asks about what it is you do.

So, if you’re still with me on this old school marketing idea, then here’s a classic structure to follow when creating your brochure:

1. Keep it to four pages.  Yes, it could be two or even sixteen, but for the sake of brevity four is plenty.
2. Use the following sub-heads to construct your copy*:
   • What can you do for me? (Hint – talk in benefits not features).
   • How do you do it? (Hint – We love a step-by-step process).
   • What are your deliverables? Hint – Detail what people get for their investment).
   • Why should I believe you? (Hint – Don’t be shy, credentialise yourself well).
   • Who have you done it for? (Hint – Use case studies).
   • How do I contact / buy from you? (Hint – Include an application form and clear contact details).

   * I suggest you populate the above subheads with bullet points and then hand it over to a copywriter to write the actual brochure copy.

3. Spend time and money getting the design right. Avoid big slabs of copy … bullet points work best … and include relevant images (no cheesy stock shots, please)

That’s it! Oh, and I suggest printing a short run for the first cut of your brochure. Like ten! I know, it will work out expensive in the short term, but it’s amazing how many things you’ll want to change once you see it in all its glory and have shared it with ten of your most trusted advisors.

What do you think? Too old school of an idea? Or maybe you’ve already got a brochure? Does it work for you? Feel free to share your thoughts with us below:

This article is written for Netregistry by Tim Reid from Small Business Big Marketing – Australia’s #1 small business marketing podcast.