Why Brochures Are Effective
Human perception is a fascinating phenomenon and fortunately for small business owners marketing experts have tapped into this phenomenon for our benefit. This article will illustrate the chain of logic that a prospective customer follows when reacting to your advertising efforts and why brochures are one of the most effective methods of promotion.
Several things happen when a prospective client views a piece of your advertising literature. On the surface there is a conscious and literal analysis of what is before them. Simply put, the prospect examines the details of your offer/statement. They examine the benefits of your product or service. On another, more sub-conscious level they examine the less apparent details of the presentation. These details include color, phrasing, layout, and the actual method of promotion. (i.e. flyer, brochure, postcard, newspaper ad, etc.,)
If the offer is appealing enough to spark interest the reader than uses the secondary, sub-conscious data they have collected to help form a decision. If this data helps to form a positive image about the business making the offer the next likely step is to make the purchase or investment.
What is a positive image and how can it be demonstrated? The basic elements of a positive image include the perception of competence, trustworthiness, and the command of authority. In other words, prospects want to know that you are an expert in your field and that you have the confidence to express it. These elements can be effectively demonstrated in a well written piece of copy that is integrated into your advertising medium.
A brochure is terrifically suited as an instrument to help convey this image for a host of reasons. First of all, a brochure, to the average rea ...