Surviving the online publishing evolution.
Historically, brochures were our primary call-to-action marketing communications tool. Websites subsequently claimed that role – quenching a growing consumer thirst for knowledge on which to base purchasing decisions. They became our instantly accessible information repositories in a crusade for cost-effective content control.
But even the most intensive search engine optimisation strategy cannot guarantee distribution of a website to its target audience. Proactive, promotional mechanisms are still required to draw potential clients to it.
So instead of driving it to extinction, online publishing actually expanded the brochure's remit. Whilst still encouraging immediate purchase where possible, a brochure should entice consumers to seek further information from the relevant website. Thus a psychological step towards the supplier is taken, which greatly increases the chance that a positive personal connection will be made.
A secondary factor is that brochures subconsciously communicate two characteristics much quicker than online media: tangibility and longevity. Holding an impressive physical document instils a feeling that an equally impressive physical organisation produced it. And the recognised inflexibility of print indicates the organisation is confident about its message and expects to be around for a while.
Therefore, the key to writing brochures is not to tell the whole story – leave that to the website and the consumer’s choice of how much information they require. Restrict the brochure to the key messages and present them in a concise and enticing format that begs immediate readership. Lengthier documents run the risk of being thought of as ‘something to look through later’. And we all know that can potentially end up as never.
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