Brochures don’t work like this does…
I get asked all the time – in fact, just over the weekend at Mini-me’s Track & Field event in Sherman Oaks:
“What’s the difference between a Consumer Awareness Guide and a brochure?”
There are many types of businesses that offer a brochure. You see in most publications and any classification, the ads generally will tell people to call for a free brochure. They all look alike. What this session talks about is a consumer awareness guide. If someone actually has in their ad to call for a free Consumer Awareness Guide, it differentiates them from everybody else.
The mere name “A Consumer’s Guide to _______” is different. It speaks to consumers and seems almost official. And instead of it sounding sales-like, it tells prospective clients something educational–you’re giving them information.
Why Brochures Don’t Work
The first thing is that they immediately yell out THIS IS A SALES MESSAGE. When someone thinks you’re trying to sell them something they’re much less receptive. Even if you have exactly what a prospect needs, if they think you’re a salesperson it will be difficult to get through to them. A brochure is immediately recognized as a sales message. It’s fancy, but it’s boring.
Also with brochures you can’t cheaply and easily change your messages. Fancy four-color brochures are usually very expensive. And normally you have to get at least 1,000 or so printed at once in order to even get a good cost. But then you have your money tied up in inventory. Things can change quickly in business. With a Consumer Guide, you can make those changes easily. Maybe you decide to offer a new service or discontinue a particular service. Or say you have a company brochure and you’ve got your whole staff listed on it. Then you decide to let someone go, and now you have a warehouse full with 10,000 brochures that are pretty obsolete.
You can’t change them easily without losing a lot of information.
Instead, have a printed device that you can easily change and that you can print in small quantities so that you don’t tie up a lot of money. Then you can redo it and update it whenever you need to. So that’s one benefit.
Another disadvantage of brochures is that you can’t cheaply test them.
Remember, you should always test, test, test everything that you do because then you know if it works or not. That’s the great thing about this type of marketing–everything can be tested without spending a lot of money. If you just go out and spend money on brochures you have to get a lot printed at once and then if it doesn’t work you’ve wasted a lot of money. If your letter or your consumer guide didn’t work as well as you like you can easily improve it. There’s no waste.
Consumers Guides and letters and Free Reports always get a better response.
The reason is that they look and feel personal. People think of Consumer Guides as personal and from an authoritative source, and they think of brochures as sales. They think of Consumer Guides as educational and brochures just giving a little bit of information about the company but really trying to sell them something.
Dedicated to helping you multiply your income in 2014 (and beyond!),
“No BS’ Craig
P.S. If you think a Consumers Guide doesn’t apply to your business, just change “Consumers guide” with “<insert your target market> guide”. For example, you might use “The Homeowners Guide to….”, or “The Pasadena Restaurant Owners Guide to….”, or “The Amateur Photographer’s Guide to….”, or “The Stay-at-Home Father’s Guide to….”. See how we adapt? It’s easy.