10 Steps to Writing a Great Brochure
Julie Pierson-Fields
Vice President of Marketing driving organizational growth, delivering high-impact strategies, developing PR initiatives, building brand awareness and fostering collaborative leadership.
There are many ways to write a marketing brochure. Some people will tell you that marketing is an art, not a science, and therefore difficult to measure. The truth is that marketing is both an art and a science. The science part of marketing includes some measurable components like return on investment, which can be easily calculated. For marketing to be successful, there needs to be creativity involved in the process and careful planning and measurement.?There are ten steps you can take to write a great brochure:
1) Brainstorm about what your company does or sells.
2) Determine who your target market is and what marketing approach will work best for them.
3) Create marketing materials that match your marketing strategy.?Content is key in a marketing brochure; make sure it's written in a way that keeps your customers interested and informed about the benefits of using your services or buying your products.
4) Test-run marketing materials with people who are part of your target audience to figure out what works and what doesn't,?so you can make improvements before marketing to a wider audience.
5) Determine the best distribution channels for reaching your target market and create different marketing pieces to have multiple marketing approaches to choose from later on.
6) While we are covering brochures, don't neglect your online marketing strategy. Many people these days will search for information about your company or products online before they ever contact you directly. Ensure you've got a website and social media accounts set up and content online that provides valuable information to potential customers.
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7) Evaluate other marketing materials similar to yours, if possible. Look at how they are structured and written. Compare them with what you've created so far, and determine what makes each piece unique. Also, decide which type of marketing style is right for you.
8) Plan marketing tactics and strategies ahead of time. Create a marketing calendar with dates that include marketing material creation, distribution, follow-up reminders, etc.?A marketing calendar will help you spread marketing costs out over time and promote better communication between marketing individuals within your company.
9) Don't be afraid of change! Your print materials are not set in stone! Make changes to marketing materials over time to improve results.?
10) Measure the overall effectiveness of your marketing strategy by analyzing return on investment measurements, sales figures, website traffic statistics, social media referrals, and more!
If you're struggling with creating a brochure that markets your organization, consider utilizing the ten steps we've provided.?After all, marketing is both an art and a science. The science component of marketing includes measurable details like return on investment while also requiring creativity and careful planning to be successful.?For marketing to work well, there needs to be content that matches the marketing strategy and different strategies in place so that you have options when it comes time to distribute materials or make changes over time.?
Marketing can't just happen once - it's something that requires ongoing effort! If any of this sounds intimidating, or if you need help implementing these principles into your own business plan, let us know! Our team would love to partner with you by creating an SEO or marketing campaign that helps you reach your marketing goals.