Let's get the definition right.   There are 

The point about brochures is that they regenerate interest and enthusiasm among the recipient.  They are not intended to sit on the shelf to be referred to when a product is needed, but rather they should create a need.  

This means they have to utilise many of the approaches outlined on this website - they have to be related to the reader, they have to grab attention, they have to sell benefits.

Unfortunately many brochures are written without much reference to any of these points, and one gets the impression that the creator of the brochure has never really thought through what the purpose of the brochure is.

The unique approach

Brochures ought to have something about them which unifies the selling approach.  It could be a focus throughout on price, on benefits or on the solution to particular problems.   You can focus on the lifestyle of the reader, on emotions, on humour - and probably on quite a few other things - but whatever the approach is that you use, you should use it throughout.   This gives the brochure its own feel.

You can then keep that feel for the next issue - or if it does not work too well, you can change the approach next time round.  The only thing you have to keep in mind is that this is a brochure and its aim is to sell now.  No matter how much you want people to keep it on their shelves, the chances are they won't.

Which means that you have to generate attention and enthusiasm on the front page - and then, as noted above, keep the theme running.

Free analysis of your mailshot

This article is written by Tony Attwood, Chairman of Hamilton House Mailings Ltd.  If you would like to discuss the writing or design of your mailing campaign, or indeed a single mailshot, with Tony, without cost or obligation, just call 01536 399 000, or email Creative@hamilton-house.com   You can also send Tony a copy of your latest advert and he will call you back with his thoughts on how your response rate could be raised - again without cost or obligation.