Does your staffing firm REALLY need a brochure?
The question is pretty straightforward, but finding the right answer is a bit more complex.
In my first post in this series, I explained how to determine if a brochure is the right tool to help you close more sales – or if it’s just a waste of resources. For the purposes of today’s post, let’s assume you really do need a brochure. Once you’ve selected the right content strategy, it’s time to move onto the next step in the process:
Evaluating your delivery options.
A brochure does not (necessarily) mean a printed piece of paper. Depending on your content, and how you plan to integrate the information into your sales process, you might choose one or more delivery vehicles:
Printed pieces tend to make the greatest impact, and they have lasting value. When you select the right paper and printing methods, a printed brochure can be a highly effective way to tell a story and build credibility for your organization.
With print you have almost unlimited options for shape, size, paper and finishing options. Some of the most common formatting options include single-page flyers (sell sheets), bi-folds, tri-folds, gate-folds, Z-folds, roll-folds, booklets and pocket folders.
There are also different methods of printing that are appropriate for different situations. For short-runs (usually less than 1,000 copies), digital printing is very cost-effective. For the highest quality, offset printing is best. And for educational articles or last-minute handouts, in-office laser and ink jet printing can be fine.
Check out some of Haley Marketing’s recent print projects here.
If most of your delivery is by email or a download from your website, design a PDF brochure or eBook. The beauty of a PDF is that it can be universally viewed on any device and there is no limitation on the size or length of the document. That stated, many people will print your PDF, so you want to design your materials so they will look good when printed.
PowerPoint (or other presentation software)
If you are presenting your content in person, a well-designed PowerPoint can have tremendous impact by adding strong visuals to compliment a verbally told story. Because PowerPoints are easy to edit, they are also ideal for proposals and highly customized presentations.
Animated content on your website
Sometimes the best way to tell a story is with a slideshow, video or other animated presentation. While you might argue that this is not a “brochure,” it is a way you can deliver content as part of your sales process in a highly engaging way. If you want to see an example, check out how we present our history of Innovations on our own website.
Consider multiple versions
You may find that it’s cost-effective to create more than one version of your brochure. For example, you may want a detailed corporate capabilities overview that can be used as a follow-up to a meeting, while creating a smaller and less expensive “teaser” for direct mail or a trade show handout.
You may also find it beneficial to create more than one version of your brochure copy. For example, if you sell to more than one industry or if you want to create special emphasis on different products.
Up Next: Don’t cheap out!
Once you choose the best delivery option for your brochure, make an investment that fits your brand and accomplishes the goals of your piece. In my next post, I’ll explain how to get a high-quality brochure without blowing your budget.
Don’t want to wait for the next post to publish? Download the entire Idea Club article, “Do Staffing Companies NEED a Brochure?” today!