Despite the values inherent in well-done brochures, there are some pervasive misconceptions that substantially undermine their very real value to sound marketing.
By Bruce W. Marcus
Professional Services Marketing 3.0
There is a peculiar comfort in a brochure. It’s easy to feel that if you’ve got one, you’ve taken care of marketing. Or most of it, at least.
Brochures, then, are too often done “because everybody has one,” rather than as part of a thoughtful marketing plan.
More Professional Services Marketing 3.0: Being Social in the New World of Social Media | There’s a Leak in My Firm | What Ads, the Web or Social Media Still Can’t Do | Advertising as a Marketing Tool that Sometimes Works | Eight Client Retention Strategies for the New Competitive Environment | Why “Niche Marketing” Should Be Superseded by “Total Context Marketing” | Ten Strategies for the Smaller Firm Facing Competition from Larger Firms | The Client Service Team in Action | Ten Things Every Firm Needs to Make Clear Firm-wide |
A brochure, in this context, is a pamphlet or booklet that describes a firm, a facility or a service. It may be used to explain all or a segment of the firm’s services, or how the firm functions in a particular industry, or to address a specific problem.
In this report:
- The six right reasons to do a brochure and the four wrong ones.
- How brochures work with a web site.
- The six questions to ask before you even think about a brochure.
- What works: 17 proven strategies
TO READ THE FULL ARTICLE
