There was a theory going around a few years ago that the age of the internet would mean the end of print advertising. Like a lot of theories, that one has turned out to be wrong.

True, having a presence on the web is certainly expected; virtually no company out there today can get by without a web site and email.

But the buyer of your products or services also expects your company to have printed sales material. Some new companies print up business cards, letterhead and envelopes and think they’re armed for business. But if you want real sales, you need a real sales brochure that tells your story.

Apart from looking like a legitimate vendor to your existing – and prospective – clients, you want to give them something to take away and peruse at their leisure – which is something even the catchiest web address can’t do.

A brochure is a portable mini presentation that can tell your story no matter what kind of business you’re in.

That’s the most important function of a brochure. So before you begin to lay out your design, make a list of what you want your prospective clients to know about your company and your product or service-keeping in mind what you think they will want to know.

Keep it relatively simple. Don’t overdo it with verbiage. Everybody is busy; you have to get their attention fast. Be clear and concise; use bullet points or other kinds of quick-reading lists.

When listing your selling features, you can keep to the facts, or you can tell people what they will think (“You’ll love it!”). Most advertising is a mix of the two approaches.

Enumerate the benefits you offer, not the technicalities. Saying that your lawnmowers have 22″ rather than 26″ blades may be accurate; but it’s better to point out that your “longer blades mean a wider path and less time mowing,” or some such thing. Lead your reader quickly to the right conclusions.

Make sure your prospective client knows what sets you apart from other similar vendors, but without knocking the competition. Besides, why waste your valuable brochure space taking about them? It is better to talk about what is right about you, and let your reader imagine what is wrong with the other guys.

Do your best to make your brochure eye-catching and pleasing to look at This makes it something someone is more likely to read, and even to keep.

Printing used to be expensive. With more sophisticated prepress equipment (remember cut-and-paste?) and faster presses, full color printing has become less expensive and better looking than ever.

Be sure to use full color, including photographs if possible, and print on premium paper stock. Good premium paper is inexpensive and is a brighter white and a smoother feel.

When a brochure is well designed and presented in an attractive format, it is often passed on to others by your clients; and referrals are great sources of new business that cost you nothing extra to get.

Author Bio: When anyone is looking, Bailey Stone writes extensively about postcard printing, brochure printing and the use of other printed materials for business promotion and sales. When no one is around he writes on a broad range of subjects. See his company’s web site here: http://www.colorprintingcentral.com

Category: Business
Keywords: brochure printing, printed color brochures