So, you’ve got a beautifully printed brochure that you hand out or mail to prospective customers. Thing is, what else can you do with it besides send it out to prospects who request it or put it at the front of your store and let people take one? Unless your brochures cost several dollars per piece (and believe me, some do!), consider these 10 ideas for using your company’s brochure to reach even more prospects.
1. Write a personal note about a particular product or service you offer, attach it to the brochure, and mail it to a prospect you haven’t talked to in awhile.
2. Send it to someone you successfully networked with at a recent meeting and suggest that you meet or talk via phone to see how you can help each other get more business. Or, send it to people you’d like to network with and suggest that you get together to discuss ideas for exchanging referrals.
3. Create and include a “special sale” coupon or flyer and enclose it with your brochure, then send it to your hottest prospects. Make the offer super-enticing, then you might as well send it to a few “warm” prospects while you’re at it, too!
4. Send it to qualified prospects as an introduction before you call them.
5. Better yet, when you get a referral to a potential prospect, immediately send your brochure along with a note mentioning who referred them to you, and tell them you’ll call them in a week to find out how you can help them out.
6. Add a valuable “tip” list to your brochure. Or, if you’ve already printed your brochures without the tip list, include a separate tip sheet firmly attached to the brochure to encourage people to keep it and call when they’re ready.
7. Hand it out at tradeshow but only to qualified prospects. In other words, give out inexpensive 1-color flyers or photocopies to the general public, but for those who stop by to ask questions and show more interest than just gathering information, hand them one of your full color brochures.
8. While you’re handing out your beautifully printed brochures at tradeshows, get qualified prospects’ contact info, then send them another brochure a few weeks or a month after the show. And if you can, attach a short but personalized note about something that was said during your conversation at the tradeshow (yes, take notes on the back of their business card or alongside their contact info).
9. Include your brochure with invoices if you think the customer may not know about all of the services and/or products you offer.
10. Create a pdf of your brochure and offer it online as a downloadable file. Better yet, add a “website only” special to your online pdf to encourage prospects to make a purchase. This also provides a great way to track who visited your website and made a purchase, especially if you don’t provide an online shopping experience.
