That big bass bin can’t handle vocal sounds, and front speakers would melt if they had all those thumps going through them. So car audio separates out various frequencies using filters, sending only bass to big bins in back, and only higher and more delicate sounds to little speakers at front. Both, and especially bass, are then amplified so they are audible in next county.

Marketers have borrowed same terminology as a way of looking at how their business treats its customers. Marketing graduates will often talk about ‘Filters’ and ‘Amplifiers’ almost as if they actually understood them.

Filters

A filter in marketing speak is anything which prevents your customer from doing business with you. Some filters are ‘natural’ – if you provide personal training services for example all of your clients will need to be within easy reach. This natural, geographic filter means that you are unlikely to sell to someone in another country.

Others are contructed. Mercedes Benz dealers world over have large, bright, glassy establishments. They tend to intimidate anyone who can’t afford prices, acting as a natural, probably intentional, filter.

Filters can also be fairly subtle. If you send out a mailing by post, research shows many are discarded without even being opened. If you have a leaflet delivered, ‘open an envelope’ filter is removed, so people can’t help reading it, even while they are trying to throw it away.

Amplifiers

An amplifier is anything which increases ease of doing business with you. Any business which decides to take payment via credit cards, for example, will find number of people who can do business with them is amplified compared to when only cash was acceptable.

A cover letter to a potential client can present only a small fraction of information about your business. Potential clients are often swamped with business mail and a letter may be scanned for a couple of seconds then trashed. A face-to-face meeting is a great way to tell a potential client about your business or expertise, but sometimes it's not possible to get a meeting with just a phone call or introductory letter. Or, what if someone you've met weeks ago suddenly becomes interested in your service but can't match your name with your business card in their Rolodex?

A brochure will fulfill all of these business needs. Brochures are a great way to package a lot of information about yourself, your business and expertise into a format that is easily mailed or handed out at a business meeting or given to current clients to pass on to possible referrals.

Brochures range from a simple two-fold design using one sheet of 8-1/2 inch x 11 inch paper to an elaborate 9 x 12 inch pocket folder with 8 pages stitched in and insert sheets. Good brochure design involves not simply producing a flashy design, but a careful analysis of your target market, what level of sophistication is needed and consideration of your market niche in order to make a great first impression. And, last but certainly not least, your brochure should leave a potential client with something he or she is hesitant to throw away.

Today, in age of E-Mail, multi-media presentations and Internet, it's easy to assume that a web site can take place of a printed brochure. Having a web site really can't replace immediate visual impact of placing a brochure into a prospective client's hands.

Getting started

If you've never created a brochure, start by collecting a number of brochures (including competitors') that represent a wide range of quality--from simple one and two-color on textured stock to slick 4-color glossy brochures.

By asking yourself what it is that makes a brochure attractive and effective to you, it will be easier to make a brochure for your own business which will convey message and level of sophistication you require.

Next, you will need to create some basic brochure copy about your business. Even if you're not a professional writer, putting some thoughts and facts about what your business does on paper will help make more concrete what information your brochure needs to convey. When writing copy ask yourself:

- Is my company an industry leader?

- Does my company have a market niche?

- What distinguishes my company from my competitor?

- Do we offer better value, service or selection of products?

- Do we have anything new or different to promote?

Questions to ask yourself:

- Who is your target audience?

- What message will get a potential client's attention?

- What kinds of brochures and what level of sophistication are typically crossing your client's desk?

- Does your product or service require photographs or illustrations to help convey your message?

- Will brochure need to be a self-mailer?

Key information to include in your brochure:

- Mailing address.

- Phone number (and 800 number if you have one).

- Fax number.

- E-Mail address.

- Web Site address.

Be sure not to include in your brochure any information which is subject to changing in next 12 months or so. Also, be wary of using a specific person's name as a contact person unless he or she is someone you know isn't going to leave in next year. The same goes for printing photographs of people. There's no sense in spending several thousand dollars to create a brochure only to have it become out of date because someone leaves company.

What does a brochure cost to produce?

Brochures can vary from a few hundred dollars to several thousand dollars. Because there are so many variables involved in producing a brochure such as quality of paper, number of ink colors, use of photographs, number of brochures printed, etc., it is difficult to estimate final costs until all specifications are determined.