Brochures are the marketing tools that everyone has but few really know how to use. There are several different situations in which brochures can be employed, which is why many companies print several different types of brochures. That being said, small businesses on tight budgets can print a single brochure and have it serve all situations. Either way, the investment in brochures often remains wasted because they’re used for little more than information dispersal. But savvy marketers know brochures can be powerful sales tools, especially suited for generating leads. Whether you leave brochures on counter tops, in trade show grab bags, or anywhere else potential customers pick them up without first meeting you, read on to learn three tricks to turning your brochures into lead generation monsters.
1. Create desire
So many brochures waste so much space on discussing the characteristics of the business. Fast fact: customers unequivocally do not care about you. They care about themselves. And if you’re asking them to part ways with their money, you have to give them an incentive that makes them willing participants in the transaction. In short, you have to make customers want to give you their money in exchange for something they perceive as being of equal or greater value.
So how do you do this? By creating desire. Use your brochure space to discuss the benefits your customers will enjoy by buying from you. Tell them how you’ll solve their problems, make life easier or give them an experience they’ll never forget. When they want to buy from you, closing the deal is oh-so-easy.
2. Deliver an offer
Now that customers want to buy from you, you have to sweeten the deal. Use part of your brochure to deliver a time-limited offer that gets customers off the fence. A good offer is one that customers will perceive as being valuable (that is to say, they feel they are getting more in exchange for their money than their money is worth) and that is profitable to you. Up the ante by placing a time limit on your offer, and customers will respond out of fear they’re missing the deal of a lifetime.
3. Include a response panel
You can turn one panel of your brochure into a response card in which potential customers list their names and contact information, as well as any other information you’d like to collect, then return the panel to you. You could also double your lead generation capabilities by offering an even greater discount to those who list a friend or family member on their response card (you will probably want to extend the offer to that person as well). Have your printing company place perforation on your brochure response panel so customers can easily separate it and still keep the marketing literature inside your brochure.
Brochure lead generation doesn’t have to be difficult, but chances are it can be more successful than you ever thought when you take the three tips listed here to heart and employ them in your next brochure.