Create a Marketing Brochure : use it

The best way to get literature to your target audience is usually not by a mass mailing or other means of unsolicited distribution. Unsolicited brochures (and even solicited ones) are rarely read. At best, they end up lost in a file drawer. Plus, for every two or three active leads, you'd have to send out thousands of brochures, which will most likely be thrown away.

But that's not to say that direct mail can't be effective. It depends on the type of business you're in and the quality of your list. Advertising a new offer to a list of tried-and-true customers, for example, could work remarkably well. But an equally excellent offer, even with a striking design and powerful copy, can fail if mailed to the wrong list.

Just know that it's important to use the most accurate and up-to-date lists possible to increase your margin of success. It's also vital to set up a system to add names--and keep them current. And it is imperative that repeat mailings be made--a common error is not mailing often enough. If you've got a good list, take advantage by keeping in touch frequently.

The best way to get information to a prospect is to have your brochure available at places and times when they're more responsive to your service--when it's already on their mind.

You could advertise your pet-sitting services by going door to door with brochures or fliers. But why not place the brochure in the waiting areas of veterinary offices where people are looking for something to read or grooming and specialty shops where pet owners are apt to ask for referrals?

If you're in the travel industry, then check out the local Chamber of Commerce, visitor's center, and other places where people come looking for materials.

There are a variety of ways to distribute your brochures at conferences. You could slide materials under the hotel room doors of conference attendees the day they arrive, hire people to pass them out at the convention, or find marketing partners in your industry who will distribute your brochures at their booths.

People who request information rather than just grab a brochure are usually very good leads. Take along a notebook computer that's equipped with database software so prospects can type their own names and addresses into the database to receive a brochure later.

If you have a website, consider providing a downloadable version of your brochure for people to print themselves. Even providing a way for prospects to request a copy can help you collect some more qualified leads.

However you choose to distribute your brochure, it's always important to track the results. Including a coded special offer can help you gauge the success of a piece. A benefit of creating your own marketing materials is that you can easily change and evolve your message as you learn what's effective and works best for you.

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