Where oh where is my trifold brochure?

The tri-fold brochure has been along-time staple for company collateral. It works for virtually any product or service. Websites have impacted the effectiveness of the standard brochure. A static website now provides general information and is easily accessible from anywhere in the world.

Small business owners who use their website as a brochure must then take advantage of additional flexibility offline. Print-on-demand services have made the instant brochure amazingly easy and relatively inexpensive. I notice entrepreneurs frequently updating information, customizing it for different categories of business and even for specific companies or events.

In my opinion, it is now far more effective for a small service provider or even a new product manufacturer to customize. For example, offers specific to a tradeshow or special event can be showcased within the brochure, thus enabling better tracking of responses. Additional outlets can be added as the business expands. Testimonials can change. All of this information can be freshened easily and unless large quantities are ordered it is economical to consider the customized option.

It’s my experience that most professionals research appointments. Given that potential, if I appear with a brochure that offers nothing different than my website, I’d best have some powerful discussion points ready or be prepared for the shortest appointment on the planet.