There is nothing like a first-class printed brochure
You know, a brochure that makes a Brooks Brothers impression, is well organized, feels great and is done by professionals who know exactly what they are doing!
Yes, I am one of those guys who still likes to cuddle up to a nicely designed, well written brochure.
I am not a big fan of brochures that require a Fine Arts graduate degree to decipher important information critical to my decision making process.
Nor is it about generating awards for art directors and headaches for all others who dare to question the intended work of art.
No, for me it's all about clearly communicating the features and benefits of the product or service being promoted.
This is why I say, brochure design must always have Marketing in MindSM, so people like me are kept interested in the product or service being considered for purchase and not distracted by its accoutrements.
The purpose of collateral materials is to inform and convince the reader that the product or service being considered is right for them. Yes it's always about having Marketing in Mind.
Knowing who the target market is, what they like and what will motivate them to purchase the product (or services) are the essentials for good collaterals. And design -- well it is the final and all important tool that closes the deal.
In a few years the printed brochure may go the way of the buggy whip or "white out." However, if we start with marketing and use design correctly and creatively, brochures whether printed or electronic can make all the difference between sales and no sale. And as marketers that is the only question!
This is Dr. John Tantillo, the marketing doctor thanking you for stopping by and inviting you to make marketing your business priority.
To have Dr. John Tantillo speak at your next meeting, feel free to contact him @ 212 679 5700 (ext 11).
Dr. John Tantillo is a behaviorally trained applied research psychologist who is internationally recognized for his expertise at diagnosing the real factors that impact target markets. His basic principles of using psychology as a catalyst to effective marketing-find out what people want and deliver it to them.