Brochure Mistakes to Avoid

Jay Lipe, a marketing consultant, outlines three common mistakes businesses make in their brochures. Steer clear of these blunders by following three simple rules. First, cut to the chase and tell your potential clients what the company can do for them, leave the mission statement toward the end, if included at all, and focus on pin-pointing on how the business will work toward solving a client’s problem. Also, pictures of your building on the front of the brochure show little about the company within, as well as being aloof, instead use a picture that conveys a personal, capable business. Lastly, choose phrases that will last throughout the years, so brochures will not have to be recreated annually. For example, instead of phrasing your time in the business “practicing for seven years,” instead use “in business since 2001,” this way that brochure can be used no matter what year it is in your practice. Through using these simple changes your brochure can be more productive and present your business in a positive light.    (Globeandmail.com, 06/30/08)