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Brochures: define your target and clarify your message

Many corporations create brochures to offer potential customers and clients as reading material. Because they are stand-alone marketing devices, well-designed and well-written brochures do not need to be pitched, introduced or prefaced in any way. Prospects can simply pick one up in a reception area, a coffee shop or even receive one in the mail.

But think about the potential readers of company brochures and the environment that they share. Some sort of waiting area is a great place to display brochures, as prospects will likely be idling and looking for something to read. With this in mind, make sure your company's brochure has an engaging cover.

"Define your objective up front, and write your copy with that in mind," suggests Lisa Bryan, a writer for "You can have a brochure for each purpose, or each segment of your market. They're not that expensive to produce – unless you get really snazzy and glossy."

It is also important to keep the intended reader in mind at all times during the drafting process. It may seem obvious that such brochures are for consumers, but to narrow down which kind of consumer – clients, prospects, women, young professionals – is vital. While it may be tempting to take a "blanket marketing" approach, such campaigns are best reserved for less textual mediums such as billboards and newspaper ads.

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