Yes, You MUST Have A Brochure!

Do you want to prove to yourself that you absolutely MUST have a brochure? You could start by asking ten random strangers, ten non-union contractors, and ten end users to tell you who the MCA is and what they do. You might even ask ten of your members. You'll probably find that many of them don't even know exactly what the MCA does.

Your brochure doesn't have to be slick, fancy or expensive. But it should certainly tell potential members, prospective users, and the public in general who you are and why you exist - in as few words as possible.

People designing their own brochure have a tendency to do several things wrong. The most glaring are:

1. Make their name the focal point of the brochure cover. Readers must be intrigued into your brochure by a headline that promises something that's important to the reader. Your name means nothing to them until they understand the value you offer them. Your name and logo should appear small at the bottom of the brochure cover if they appear on the cover at all.

2. Using too many fonts. Too many fonts make a cover (or inside copy) confusing and hard to read. Fonts should be chosen to represent what you are trying to say about your organization, i.e., we are serious, we are solid, we are in the construction industry. Fonts with flourishes, serifs or script look frivolous.

3. Using too many colors. Using too much color is like yelling into someone's face to get their attention. It works better to use one or two colors plus black with a simple graphic or photograph. Use colors that say strength and stability. Burgundy, navy blue and dark green are good choices. And always surround your message with plenty of white space. White space brings focus to what's important.

4. Use photographs they shot themselves. Please don't use a photograph of a job site, training center or boiler that was not professionally photographed. Perfect lighting, good composition, and high resolution are necessary in a photograph if it's going to make you look like a professional organization.

5. Use too much copy. Less is more. The shorter your paragraphs the better chance they have of being read. Bullet points work well in getting your message across clearly.

Once you've designed your brochure and you love it, don't go crazy printing thousands of them to sit in a store room for the next five years. Chances are a few hundred will do the trick nicely.

Watch for emails with more steps for
successful marketing.


© Nehlsen Communications 2006-2008