Even if you don't know all details of your brochure when getting started, it's a good idea to create a budget. Start with determining how many brochures you will need to use during next twelve months including mailings and sales meetings. If you have seen a brochure with a similar amount of information and photographs as you need for your brochure, a designer can use it as a model for determining printing and production costs.

Another consideration when designing a brochure is postage. Larger brochures will be more expensive to mail and if you are planning on doing a large mailing as part of your marketing, an oversized brochure may be expensive to mail. Larger brochures don't fare well through postal system and often end up wrapped around other mail. Brochures which fit in a standard #10 business envelope give you best buy in terms of postage and protection while mailing. Using a business envelope also allows you to mail a cover letter and business card as well.

Updating an existing brochure

I worked with a client once who had sales of over a million dollars a year, but was still using a dated, unsophisticated brochure produced by a printer nearly ten years earlier. While reputation alone helped company's sales, their brochure was doing very little to promote them as a cutting-edge company to potential customers who had never heard of them.

If you have a brochure you produced a few years ago, it might be a good idea to have your brochure evaluated by a someone outside your company to make sure it projects image of your company today and sets you apart from your competition. Often, a small company will produce an inexpensive brochure just to have something for a trade show or for telephone inquiries. While short-term needs are fulfilled, not having any kind of long-term plan for a package of coordinated materials will lead to a "hodge-podge."

As a business grows, image of business can outgrow first brochure's image. Often other collateral such as pocket folders, product inserts, etc. are produced at different times by different printers and result is a corporate image that is not coordinated, with different kinds of paper used and ink colors that don't match--not professional at all.

It is tempting to take "if it ain't broke, don't fix it" approach and leave an existing brochure alone--for years. However, now could also be ideal time to produce a truly professional brochure which will set you apart from your competition and give your potential clients something they will keep on their desk to serve as a memory jogger when you do a follow-up call.

Why have a graphic designer involved in creating your brochure?

Many businesses are producing promotional and sales materials internally or are relying on a printer to put a brochure together for them. There's nothing wrong with either of these approaches, provided you have time and expertise to make all graphic design decisions that will produce a sophisticated brochure that's right on target. It's rare to find a printer who has a graphic designer on staff who will put a creative spark in your brochure, and relying on in-house talent doesn't save you money when it actually costs you lost sales.

Using a graphic designer can free you from having to make all decisions about your brochure by yourself and will provide you with an outside perspective on how to communicate to your audience. A designer can provide you not only expertise on typography but can help you with selecting ink and paper and some direction with your brochure and help guide you through process from start to finish.

In addition to making design decisions, a graphic designer can serve as your project manager and will see brochure from concept through successful completion. Most designers work with several different printers and can provide you with a printer that has capabilities to print your brochure. If you need help with writing your brochure copy, many designers work with freelance writers and photographers.

Some Parting Advice . . .

Carpenters have a saying, "Measure twice, cut once," which applies to creating your brochure. By defining what your brochure should do and doing some research first, your brochure can be effective, informative and get prospective clients' attention. By utilizing design and printing professionals and by paying close attention to details, you can have a brochure that truly represents your business and is something you can be proud to hand out and mail.

The prospect has a vendor already talked to a company and received an offer, but remains in prospect database as he hasn't made his mind yet. The goal with these type of prospects is to be at top of their "Vendors to Consider" list when their existing vendor is unable to satisfy their future needs. The prospect already has already a company and is shopping around. He has already received a quote, but remains in prospect database. The goal with these prospects is to convince them that you have right solution at right price. It requires some sales skills. You need to follow up constantly with prospect and find out which his most important factor when considering choice of a vendor.

The prospect has no immediate or foreseeable need for your products or services. In fact he clearly states that he doesn't know if he needs service. He doesn't see benefits of your products or services, nor does he have budget. You should quickly remove him from your prospect database. Putting efforts into that lead and trying to convince him would be a waste of your time and money. Although this is least desirable response, knowing that is better than being clueless. Avoid futile marketing efforts directed toward prospects that will never result into a sale. Lead Generation Requires Resources and Expertise

Building relationships and maintaining top-of-mind-awareness with qualified prospects through your lead generation efforts is crucial to your success in a highly competitive market. It requires building and maintaining business relationships with your potential customers. It is very important to be aware that you will have to find ways to constantly stay in touch with your prospects in order for them to be reminded of your presence and benefits you have to offer them.

Andre Plessis

Author & Marketing Consultant Savings4Merchants http://savings4Merchants.com Big Marketing Ideas Without The Big Spending! Copyright 2005©