Even in this digital world we now live in, brochures can be your company’s best friend. They can work in conjunction with your other . Or alone. What’s more, they don’t even need to be printed, with PDF and  technology making it very easy to read one on a tablet, desktop, or even a phone. However, without careful planning, preparation, and execution, the entire process can become a waste of your time and money. So, follow these six steps to create an  that will increase inquiries, acquisition, and even retention.

1. 1. Know Your Brochure’s Place in the Buying Process: Your product, the market, even your approach to how you want to make the sale are all major factors in how you write your brochure. Determine where your brochure functions in the buying process:
      1. Leave-Behinds: Named for the type of brochure you leave behind after meeting a potential customer. It should support what you have just presented.
      2. Point-of-sale: The type of brochure you may pick up while waiting in line at the bank. It can be a good tool to raise interest, and get people asking for more.
      3. Respond to Inquiries: Someone asks about a specific product and you drop a brochure in the mail, or email, to follow up. It should be expansive, give them as much information as you can.
      4. Direct Mail: Your sales letter sells but you can also include your brochure into your . However, great direct mail is more than a letter and a brochure, so think carefully about how to make it stand out.
      5. Sales Support Tool: Similar to leave-behinds but you use this type as a selling aid through a sales pitch.

1. 1. Know If Your Brochure Stands Alone: Some companies have one brochure for one product and that’s it. Others use their brochure in combination with other  (commercials, print ads, direct mail, etc.). If you’re writing a brochure to be used with other forms of advertising, your content will be determined by the ad campaign.
      For example, you’ve created the perfect direct mail package. Your sales letter covers the reasons your prospect has to buy your product now.
      Don’t follow up your  masterpiece with a repetitious brochure. You’ve already convinced your potential customer that you have a great product. Now show them the benefits and features your product offers. The brochure here should complement your DM piece, not parrot it.