By Kimberly Paterson
It's a familiar scenario. You're ready to introduce a new product or service to the market, and your thoughts turn to marketing. Soon you're batting around the idea of producing a brochure, which sounds simple enough. Just put some words on paper, throw in a few visuals, maybe a chart or graph, send it off to the printer and you're ready to sit back and watch your business grow.
Wrong. Wrong because it's never that easy. Wrong because unless you've invented sliced bread or a cure for the common cold, business doesn't just come pouring in--ever. Wrong because there is a plethora of things to think about before, during and after you produce and distribute a brochure.
That said, don't give up hope--producing a brochure isn't exactly brain surgery. With the help of a few basic guidelines and some strategic thinking, you can put together a brochure that gets noticed, gets read and puts your product or service in the spotlight.
Before you begin, consider...
* Expectations. At the end of the day, the value of your marketing materials will be gauged by the results they generate. So before you dive headfirst into producing a new brochure, take the time to consider what you want to accomplish. Are you looking to generate leads and sell products, or is your goal to raise awareness of your organization? Establishing objectives at the onset will help you craft your message, select the most appropriate format, and make it possible to analyze the effectiveness of your efforts down the road.
* The environment. No, this doesn't mean using recycled paper and environmentally friendly inks--although those are always worthy considerations. In this case, environment refers to the situation in which your brochure will be used. All too often, agents, brokers and carriers produce brochures without giving enough thought to the method and location of distribution. For example, brochures that will be used in situations where prospects may be learning about you for the first time--trade shows, professional services seminars--should contain basic background information about your company. This way, prospects can learn about your organization as well as the specific product or service featured in the literature.
On the other hand, when your brochure will be used primarily as a direct-mail piece, it should include a tear-off panel or business reply card so prospects can request a quote or additional information quickly and easily. When it comes to marketing materials, the old saying "form follows function" is particularly relevant. Consider function first, then follow with form.
* The benefits to the readers. Prospects read brochures with one primary thought in mind: "What's in it for me?" Unless you clearly communicate benefits from the start, you risk losing your audience in the first few paragraphs. The challenge is to tie the features of your organization, product or service into palpable benefits. For example, rather than simply stating that your company was founded in 1950, explain how experience enables you to provide optimum solutions. If the new product you're offering has an especially noteworthy feature, don't just mention the feature, explain how it benefits the prospect.
For example, if claims administration is your forte, explain how, by handling the paperwork for policyholders, you allow them to concentrate on running their business. While you're describing these benefits, make every effort to avoid jargon. Use easily understood language that readers will comprehend--regardless of their insurance knowledge.
* How much (or how little) to include. Time and again, companies limit the effectiveness of their brochures by trying to include too much information. Fortunately, a simple test will help you determine what to include and what to leave out. Ask yourself if the information you're considering really matters to the target audience. Do commercial lines prospects really need to know the details of your personal lines offerings? Should you expect contractors to plow through four paragraphs on your overall capabilities just to find the section on bonding that made them pick up your brochure in the first place? While cross selling can be an effective and lucrative strategy, it has a proper time and place. Don't cloud the issues by trying to do too much in every piece you produce.
* Alternatives. Before you invest your time and money in a brochure, consider your audience carefully and determine how they would most like to receive information. In an era when videos and laptop presentations have become commonplace, traditional brochures aren't always the answer. Laptop presentations might hold special appeal to high-tech prospects. Conversely, local contractors or retail operations may feel more at home with a traditional printed piece. In any case, by conducting a bit of market research beforehand, you can get a leg up on the competition when presentation time arrives.
Getting results
Once you've decided that a brochure is the appropriate way to market your new product or service, and you've determined what to include and how to include it, there are at least three other factors to consider. Each can have a significant impact on the effectiveness of your efforts.
* The call to action. Many brochures fail to generate inquiries and leads simply because they don't ask for them. Once you've captured their interest, the last thing you want to do is make it difficult for prospects to request additional information or contact you. Since the surest way to lose prospects is to make them work for the information they need, including a call to action is a necessary ingredient of success. Whether it's something as simple as listing your phone number in a "for more information" paragraph, or a more complex--and more effective--method such as "call now for a free, no-obligation assessment of your insurance program," this kind of closing statement can make an enormous difference.
* Forms that make sense. If your brochure will include a form--a request for coverage, for example--it must be simple and easy to complete. Even if you think you've made the instructions perfectly clear, prospects may still make mistakes. To make sure your form is user friendly, ask a staff member who's not involved with the project to fill it out before the brochure goes to the printer. This will help you identify stumbling blocks and confusing sections before it's too late.
* Strategic use of visuals. Any time you can use a visual to make your point--whether it's a chart, graph or photo--you'll make it easier for readers to get the information they need. As a result, your piece will be more effective. But plugging in visuals just for the sake of doing so is no guarantee of success. If you're using a graph, for example, it must communicate your point effectively, and it has to be very easy to understand at first glance. Design a complex graph that requires several minutes to decipher and you've wasted your time and the reader's. With any visual, always go with the highest quality you can afford. If your choice is between a grainy, unprofessional looking black and white photo or no photo at all, opt for the latter.
No brainers
Simple, easily avoided mistakes often do more to ruin your hard work than all others combined. If you follow the previous guidelines and avoid these no brainers, you will be well on your way to producing a brochure that serves its intended purposes.
* Sloppy appearance. Whether you're putting together a three-panel flier or a 16-page capabilities brochure, prospects will judge your organization by the appearance of your marketing materials. From typesetting to paper quality, accept nothing less than the most professional standards your budget can accommodate.
* Typos, grammar and spelling mistakes. Nothing proclaims a lack of professionalism more than typos, spelling mistakes and grammatical errors. After all, can you blame prospects for doubting your competence in complex insurance matters after they've seen you make careless mistakes like these? Rigorous proofreading and careful attention to grammar are the best way to make sure your materials are error free.
* Contradictions and omissions. Problems like these begin to creep in when deadlines draw near and the job is not yet done. When you begin to rush, important facts tend to get left out. Sentences, paragraphs and sections early in the brochure can begin to contradict those in the middle or close. The best way to keep these embarrassing and confusing errors from interfering with your message is to leave enough time at the end of the project to take a fresh look at what you've done before it is finalized.
Taken as a whole, this may seem like a lot to look out for, and in some respects it is. But for the time, effort and money you invest in making sure your company runs smoothly and professionally, it's worth taking these steps to make sure you put your best foot forward when producing brochures or any other marketing materials. *
The author
Kimberly Paterson has been providing marketing and communications services for independent agents and insurance companies for more than 20 years. Her Red Bank, New Jersey, marketing communications firm, Creative Insurance Marketing Company, combines marketing and research/analysis with creative advertising services exclusively for the insurance industry.
©COPYRIGHT: The Rough Notes Magazine, 1997