Brochures/Pamphlets 101

The fundamental principle is the same regardless of what it is you are marketing: yourself to the person you have a crush on, your house-special grilled chicken to the visitors of your restaurant, or an IT solution to potential corporate clients.

No guy ever got lucky because his object of attraction likes what she reads about the guy; brochures/pamphlets or even menus for that matter, are not any better in closing deals.

The trick is in what we call the teaser principle.

Brochures/pamphlets or menus are meant to attract people, no less and no more - definitely not to get the person to hand you his check. They are only teasers. They're meant to show what's good about what you are selling, and they purposely have holes and gaps so that your potential clients will want to ask you questions.

The last thing you want is for your potential clients to think they know everything about you and what you offer without even giving you the chance to explain yourself.

To keep this simple, just think of brochures/pamphlets as sexy outfits. They are meant to reveal just enough to get your potential clients excited and interested, but no more - the real action comes afterwards, after you and your clients are more comfortable with each other.

And this, is Brochures/Pamphlets 101.