Brochures are one of the most widely distributed marketing materials on the planet, and for good reason. Few other mediums lend the space to present a powerful message in such a succinctly portable manner. Of course, brochure marketing isn't about what you want to say, is it? Rather, brochure marketing is about what you want your audience to do.

Knowing who your target audience is and how to reach it isn't enough. You have to understand what motivates them. Identify a problem and focus on a specific desire or need your audience has, and position your brochure to solve that problem for your audience. Recognize that there are five types of brochures (leave behinds, point of sale, direct mail, response and sales support) and that each is primed to take advantage of certain marketing nuances. The most effective brochures focus exclusively on selling one product or service. If you have multiple products, create separate brochures for each or compile them in a catalog.


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