Update: Thanksgiving is around the corner and unlike the early pilgrims at Plymouth, we don't have to battle the harsh elements of the new world. Many of us will gather in front of the TV and prepare for a blessed meal with family, friends and lovers. Let's be thankful we can enjoy each other's company in peace and safety. Happy Thanksgiving and see you in two weeks!

Feature Article: The Brochure Cure

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When Losing Is Good...

This holiday season may again prove to be disastrous to your waistline. I plan to do more socializing which involves more eating. I've never counted calories so if it looks good, I will make it disappear. But I'm sure you already know—nothing just disappears.

The only plan I've ever followed to fight the battle of the bulge is basically fewer calories and more movement. It's not sexy at all, but it's safe and works for me. I have to turn up the motion afterburners to balance the holiday happy meals.

A good word to learn (and I have yet to learn) is moderation. Learn to say, "Please, no more." Then you'll be way ahead of your friends come January.

The Brochure Cure

Dear Associate,

Brochures that bring in new business are not a mystery. Yet I've heard so many business professionals claim their brochures don't bring in any new clients. There's one rule to observe when designing your brochure: Don't model yours after your competitors.

Why?

Because people see an attractive brochure and immediately want theirs to present the same professional image. There's no critical thinking involved. Just copy Company ABC's brochure with a little twist. This copycat mentality usually backfires because Company ABC's brochure probably never brought in any new clients either.

Another equally bad approach is believing those template style brochures that populate an office supply store's sales binder will convince a prospect to call or e-mail you. Template-style anything shows everyone you didn't invest the time to distance yourself from your competitors. It hints that your company is "just like" that other one.

Yet another amateurish method is a brochure headline that is a cute or clever phrase that's supposed to get your attention. One that starts with, "I hope you don't read this, but just in case you do..." And then it attempts to sell you on the 101 great technical features of their widget or service.

That kite don't fly...

Then there's also another issue:

Most businesses and independent contractors will not print new brochures because they have to get rid of their existing ones first. This could range in the thousands. Then it takes an act of Congress to convince the creative directors to make even one improvement. It's an uphill battle when you don't have the final say.

So let's work with the existing brochures. If you want a brochure that pulls in leads you need to include one critical element. And it's not your business card. Rather it's your cover letter.

Write a compelling cover letter that attaches to the brochure when you send it out. Or include the letter inside your welcome folder or starter package. Busy executives or their assistants don't have the time to stare at a pretty brochure. They want to quickly know how you can help them attract more business or solve specific problems.

Notice I mentioned a compelling cover letter. Not one of those sanitized, "Hi Miss Prospect. Welcome to our company. We have so many products and services to sell you. Browse through our catalog or website to see what you may want to purchase. We're here to help whenever you need us."

These make wonderful paper airplanes.

Now let's look at how to write a persuasive brochure that builds your business. But I must warn you: ad agencies and graphic designers will advise against these strategies. In their dignified opinion, it's simply not how it's done.

Seven Strategies for a Business Building Brochure:

1) A bold headline. Make it specific, solves a problem, is beneficial, a testimonial, something they will lose out on, or something they will profit from.

For example: How to qualify for a $450,000 home for under 5%.

2) Add a problem list. Since they want you to relieve their headaches, let's address them now. Use bullet points such as:

* Three warning signs of a bad loan.
* How to maximize your mortgage write-offs.
* Beware of these hidden bank fees!

3) Bring on the solution. That's you. Don't be bashful. Show them how they will benefit from you. You're supposed to relieve their pain. You are the aspirin.

At XYZ Loans we can help you into your first home. We can also help you qualify for the most favorable, low fee/no fee home equity loan. Our customers save an average of $598.39 every single month. We take care of all the minute details so you can quickly own your dream home.

4) What you offer. List a few of your most popular offerings, products or services. Give people the option to choose from an economy brand, a deluxe version, a senior plan or the most popular program. If you're running a special, tell them so here.

"If you come in for a complimentary mortgage evaluation, I'll give you a copy of my popular white paper: Avoid Overpaying for a House—Seven Warning Signs of Patch Jobs that Hide Expensive Repairs."

5) A testimony or three. You can't beat this for social proof that what you offer really works. Ask your customers what result they got or why they like working with you. With permission, list full names, titles, company names and include website URLs.

6) A call to action. Don't assume for one moment that people will know what to do next. You must actually SHOW them. Tell them to pick up the phone, hit the reply button or drop the postcard in the mailbox while it's fresh on their minds. Make it easy for them to respond.

7) Contact details. Who should they contact? When should they call? Do you have a real street address? Is there an e-mail or website? Is there customer service?

Congratulations on producing a marketing brochure that brings in leads. All other details such as photos, fonts, paper weight and color schemes are minor technicalities. Avoid getting hung up over these.

Warm regards,