Marketing isn’t about using one medium. It’s about getting and keeping customers. Yes, Internet marketing can help you can do that but only if you use it in conjunction with other tactical tools. In addition there are thousands of potential customers that are extremely cautious about placing important business or buying an expensive item from an unknown online vendor. That’s one of reasons why, in order to succeed, EVERY online company must have brochures and other forms of printed sales literature to hand out to customers and prospects.

An online company needs printed sales literature for two reasons:

1. Credibility: People expect a “real” company to have printed sales literature. It's easy to afford spending $60 on business cards, letterhead etc. and call yourself a corporation. But if you want to look like you mean business, you need a brochure of some sort.

2. Time-saving. People want printed material to take home and read at their leisure. Yes, you can direct them to your Web site, but a brochure adds a personal touch, tells your prospect what product or service can do for them and why they should buy from you. Brochures also support other advertising, direct mail, online promotions, and can be used as a sales tool by distributors. In short, a good brochure sells.

Here are 12 tips on writing a brochure that will support your online marketing efforts, and increase your sales.

1. Know What Your Reader Wants

You must write your brochure or leaflet from reader's point of view. That means information must unfold in right order. Begin by analyzing what your reader wants to know. An easy way to do this is by assessing order in which your reader's questions will flow. For example, imagine you own a medical spa facility offering Botox and other anti-aging treatments. You are interested in encouraging your readers to make an appointment for a consultation and/or schedule a treatment. Now, given nature of your business, your reader will have a lot of questions they'll want answered before they'll consider making an appointment. Your brochure should answer their questions in a logical sequence following reader’s train of thought. A good way to organize your points is to write down questions you think a potential customer might have, and answers your brochure might supply.

2. Motivate your reader to look inside

The first page your reader will see is front cover. Get it wrong and you've as good as lost sale. Don’t make common mistake of couching your services in technical jargon. Think benefits or thought-provoking statements that motivate reader to pick up brochure and open it. Add a flash that tells reader there's something inside that will interest them – an exclusive invitation, a free report, special discount or advance notice of sales. Don't be tempted to put only your company logo or product name on front. It won't work.

3. Contents Page – What’s in it

In brochures of eight pages or more, a list of contents is useful. Make your list in bold and separate it from rest of your text. Use contents to sell brochure. Don't use mind-numbing words like "Introduction" or "Model No A848DHGT". Pick out your most important sales point and use that in your heading.

4. Describe Your Product

You want to increase flow of sales revenue, but you are stymied by prospects' seemingly endless objections. Prospects say they're not interested. They tell you your price is too high, or this isn't right time. You've heard all objections. What can you do to get rid of these once and for all?

Engineering Your Marketing When I was seven one of my favorite ways to spend a hot summer day with my friends was playing a backyard game we called "waterworks".

We'd use a trowel to construct channels in dirt, put hose at one end and watch water flow. If we wanted water to go straight, we'd remove rocks and debris to clear a path. We became sophisticated engineers, guiding water around corners and across short aqueducts. We felt like masters of universe, directing water where we wanted it to go. (You can bet my mother loved seeing us come into house at end of day.)

Plan your marketing to take charge of increasing your sales. Your marketing can lead prospects to your products and services way my friends and I engineered our waterworks; by making clear paths and removing obstacles. Channel your prospects' attention and interests and eliminate objections. Below are four most common objections and ways to eliminate them.

Lack of Interest Prospects need to understand what you do before they can become interested in what you have to offer. It is that simple. If you're marketing yourself as a lawyer, coach, accountant or fitness center, you're not telling people why they should be interested. To capture their interest, explain problems you solve from their perspective.