Ask yourself this question: When was the last time you heard a new customer say, "We were sold once we saw your brochure." Or, "You're getting this deal because of your kick-butt brochure." Admit...you never have heard that.
Seth Godin so totally nails the subject of brochures today it's almost sad...sad because I didn't connect the same dots he did. But then again, that's why I read him every day. Marshall over at WebMetricsGuru here on KMM has some great thoughts on the subject as well.
Bottom line: If you think your brochure is something that's going to reel in customers, think again. As Godin points out, it may actually be giving them an easy out to say "thanks, but no thanks" without you ever getting the chance to wow them into buying.
Dan, this is so true! In the past I have printed nice brochures, and handed them out at tradeshows and networking events.I found out that just handing out my business cards did a better job (lower cost, and I only give them out when asked)of turning prospects into customers! Aside from take out menus, I have thrown out most brochures I've received. Nice, honest post!
Posted by: Noelle | March 22, 2006 10:21 PM | Permalink to Comment