Image by Paintitblack22 via Flickr

We all know about divas. Their demands for only red and yellow M&Ms and never, ever any brown ones. How they want exactly three 100 watt bulbs in their dressing rooms.

One or two won’t do. Heaven forbid they’re only 75 watt bulbs.

They’re annoying because they’re only interested in their own needs. They talk only about themselves, they don’t listen to what anyone else says, and they’re frankly exasperating. But what does this have to do with business brochures?  It turns out that brochures (and web sites) can exhibit some of the same behaviors as divas.

Writing better business brochures

Go on, take a look at your brochure (or your website). Is it acting the same way as those divas?   Who does it focus on? You? Or your clients?

Is it talking about what they want? What drives them crazy? That they don’t know where to find a web designer, or that they’re worried that someone will rip them off? Or that their designer will be a diva?

Of course, you’re not really a diva. Here’s how to avoid looking like one and make your brochure more effective.

Explain what you do

Tell a story. Use as much (or as little) text and graphics as you need to tell it properly. Make what your product or service does personal. Remember what you’re really selling. Address their problems (where do I find a designer). Reassure them that you’re there to help (not hurt), and that you listen carefully.

Show the results

Describe how it helped other people (better yet, have them do it). Showcase other clients you’ve helped (and all the great things they say about you). Talk about them (not yourself).  Try the one-minute marketing test. Use their language. Tech stuff for techies, not for not for ma and ma consumer.

Why you

Because you specialize in hot tub installation (and that’s what they need), rather than a general contractor or plumber. Or, you’re the leader in zombie drawings (and they need storyboards for a scary movie).

Why them

In order for your promotional brochure to be effective, it has to go to the right people. The greatest tool ever for cleaning chimneys won’t sell to people without fireplaces.  Focus only on the people who fit your customer profile.  Not everybody, just the blue guys.

Next step

Make it easy to respond. Tell people what you want them to do (call, email, snail mail), and repeat it. The less friction there is, the smoother the transaction. Explain the process, so there are no surprises.