Brochures should be used–and only expected–to generate interest. If it could close the sale by itself, you wouldn’t need salespeople. Design your brochure to focus on key benefits (NOT the features of your product or service), use some photos, keep white space, make it easy to contact you. Don’t try to cram everything under the sun in there and blindly mail it to everyone thinking the calls will just roll in with people frothing at the mouth to buy from you. There’s a reason why brochures are only done on one sheet of paper!
Think of your brochure like a resume: you don’t expect to get the job by sending it in–only an interview. Treat your brochure the same way and you may very well land more interviews!
