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One of the Most Used and Abused Promotional Vehicles… The Brochure

Almost every business owner has some sort of handout about her business, but seldom does this handout fulfill its potential, either for promotion or for risk management.

The product or service brochure serves several purposes. It prevents clients' misperceptions about qualifications or guarantees. It creates a need in the client via information and personal connection. And, most of all, it motivates potential clients to step forward, at least for more information, if not for service.

To be even more effective, the brochure should also include a message that emphasizes personal attention, high-quality, and affordability (with a hook to prompt the reader to take immediate action).

As an example of what information needs to be included in a successful service brochure, Rubright and MacDonald, in their book Marketing Health and Human Services, offer the following guidelines:

• Organizational purposes and mission statement
• Services offered
• Benefits (documented by research or testimonials, if possible)
• A supportive referral network
• How to make initial contact for service
• Who will be the initial contact, and what will be the intake procedure
• What kind of clientele uses the services
• Typical treatment scenarios (number of appointments, waiting periods)
• Payment arrangements (credit, cash, credit cards, third-party payers, sliding fee scale, gratis service)
• Scheduling details (days and hours for service) and emergency provisions
• Alternatives after service ends (routine follow-up, referrals)
• The roster of associated professionals (qualifications, special licenses/certifications)
• Management issues (supervision)
• Location of service sites
• Affiliation with other organizations or practitioners
• Relations with other community services
• Certifications and accreditations (if any) of the practice group
• Membership in significant organizations (United Way, HMOs, and so on…)

The current communications glut puts pressure on short, punchy copy and bold graphics. And of course, the paper and printing must be high quality to communicate the design and content.

The purpose of your brochure should be to work with other elements of your marketing plan. The style and approach of the brochure should match the person or people selling and providing the product or service… Remember the key to providing further service is people.

Did you know that consumers favor promotional communications that provide information about a professional's or business' qualifications and specialties and allow them to make comparisons with the products and services of other providers?

Kethyr Solutions will work with you to develop a brochure that clearly presents the specific benefits of your product or service. Those benefits will then be backed by data, case histories, and testimonials that distinguish you from the competition.

Your brochure will be easily scanned and read… The quality and content will make a strong impression on your readers. Not only are your graphics compelling, but the words and visuals will work together to reinforce your unique message. Can you see it yet? Let us show you how…

Contact us for more information or call Kethyr Solutions toll-free at 888-538-4971.

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