If you’re ready to launch a new product or service, it’s a good bet that one of the first things that will come to mind will be producing a sales brochure to go right along with it. But for all of the brochures we’ve seen, for all of the wonderful design, copywriting, and photographic elements that often go together, we find that too many clients don’t ask themselves an important question: Is your sales brochure doing its job?
To answer that question, of course, you have to know what a sales brochures job really is. That’s going to depend a little bit on your situation, but in general its purpose is to get customers to contact you for more information.
Since you probably knew that already, why bother pointing it out? The reason is that, without that focus, it’s easy for your sales brochure to become something that it wasn’t meant to be. In other words, there can be a temptation to pile on too many images, too many features, and too much information, when what you really want to do is create interest, not actually sell the product on paper.
Your sales brochure has an important job to do. Just don’t lose sight of what that is, or you could end up with something that’s more complicated than it has to be.