Five Brochure Alternatives

Often, something besides a traditional folded envelope stuffer does a better job of galvanizing prospective clients or customers. Consider five alternatives: the one-sheet faxable flyer, the portfolio approach, a substantive sales letter, an audiotape and a computer disk/CD-Rom.

Horse and... carriage. Love and... marriage. Thick and... thin. For many business owners, the connection between "start a business" and "create a brochure" is almost as strong and automatic. Often, however, something besides a traditional folded envelope stuffer does a better job of galvanizing prospective clients or customers. Consider these alternatives:

1. A one-sheet faxable flyer. If your leads typically come in by telephone from business customers, a one-sheet may be her best response to the request, "Send me your stuff." Near-universal now in the speaking and conventions industry, it typically includes in a nicely designed layout a specially screened photo, a list of offerings, a client list and brief testimonial quotes. If you have separate phone and fax lines, you can send this one-sheet through on your fax while on the phone with a prospective customer.
2. The portfolio approach. Common among high-priced consultants, this allows you to assemble a customized collection of ingredients for each prospective customer in a colorful pocket folder. For a hardware-store owner who is thinking of doing business with you, you include one set of price lists, company profile, press clippings and customer quotes, and another set for a stockbroker. A portfolio yields a high-class impression with a next-to-zero upfront investment.
3. Substantive sales letter. Try conveying your whole marketing message in a two- or three-page sales letter. Begin by making it clear why the recipient should bother to read the letter, end by explaining the action you wish the reader to take, and in between lay out step by step your best arguments why your prospect should do business with you. I've seen this technique succeed for photographic services, mortgages, lawn care, vacation trips, and many other items.
4. Audiotape. If you can convince someone to pop a tape in their car or kitchen cassette player, you may get their attention for a longer period of time than they'd normally spend reading. A pleasant, conversational human voice can go far in explaining a complicated product or service and persuading the listener that he or she is trustworthy. Your main hurdle here is the psychological distance from the mailing envelope to the tape machine. The cassette needs a cover letter or self-stick note persuading the recipient that a listen will be worth their time.
5. Computer disk/CD-Rom. Don't bother with this marketing method unless you have overwhelming evidence that recipients have the proper equipment to place the disk or CD in. And as with audiotapes, you need a cover letter explaining what it is and why it's worth their time. With those two bases covered, though, this can get through wonderfully to high-tech customers who love anything electronic and wouldn't have the patience for the same content printed out on paper.