Marketing Materials

Dear Dave
How important is a formal brochure to marketing success? For the first time in our firm’s 20-year history we are interviewing designers to develop a full-color, multi-page printed brochure.
KP OH

Dear KP
Don’t make a mistake by overestimating its importance. A brochure is simply a tool—nothing more, nothing less. It is an instrument to convey your message. The real key is in knowing what message to convey. Good marketing is all about doing the level of research and background necessary to understand your potential clients well enough to hone your message to the specific interest and needs of each client and each situation. Many firms don’t have formal, pre-printed brochures, but adopt a modular style of brochure so they may more easily mix and match the material for the best fit.