1. Collect business cards, brochures and fliers from other business people who have a similar product or service. At first glance sort everything you’ve collected into two piles: one for all the brochures that you like, the other for ones you don’t like. Rely on your first instinct when making choices and don’t take too much time during the sorting process.

Browse through the dislike pile and make a few notes about what is unattractive to you. Is it the paper, color or font? Toss that pile aside for now. Pull out a few brochures from your favorite pile and read them carefully, analyzing them in detail to see if you can discover why you like them. Do they all have one color in common? See if you can pinpoint what it is you like.

Questions to ask:

Is it a simple design, full bright color or a certain layout that appeals to you?

Do you like the feel of the paper or photos that are included?

What about the font and use of bullets?

Is there something that makes you want to respond to the brochure? Are you interested enough to call and find out more information?

2. What is the most important thing about your business that you want to include in your materials? Do you have a catchy name of your business or a phrase that stands for what you do and what you believe in? Will that be your title? Your title doesn’t have to be your business name.

3. Clearly think through your features and benefits. You want to highlight your strengths, but in a way that focuses on your customers. Instead of telling them what you have, tell them what they’ll get. What will your customers get from your product or service? Why should they buy? Instead of selling a massage, sell the benefit:

“Would you like one uninterrupted hour of personal pampering? Try my unique scented oil massage. Perfect for you busy moms!”

4. Write your brochure in clear concise language, free of industry jargon. The brochure will speak for you and should reflect your voice as if you were talking to a new prospect. A brochure should clearly reflect who you are as a person or company. Less is more. Don’t oversell.

5. Edit. Cut out some words leaving more white space. Read your brochure out loud and have someone else read it to you out loud. Listen with a critical ear. Cut out some more words and edit again.

6. Include testimonials (recommendations from others). Get permission and use full names.7. Use bullets or lists. They are easy to read, keep your writing simple, and will get your points across to the ’skimmer reader.’

8. Choose one or two font types only, keep the type size consistent.

9. Finish with a call to action that inspires them to call now, to mail in something or to book an appointment. Remember to ask them to do it, so they are left with a step to take. What incentive can you give them to encourage this step? Is there a coupon attached with an expiration date? Can you offer them a free gift on their first visit? How about a free telephone consultation to answer all their questions? A 24 hour service hot line? Think of your strengths and use those in your invitation to buy.

Hint: Don’t sell on price alone - the next person can always underbid you.

10. Don’t worry if you don’t get it all perfect the first time. Just print a few off your computer and test your brochure for a few days. Listen to feedback, make changes and test it again out in the market place.

Bonus Tips: Go back and read your brochure. Have you answered these? Who? What? When? Where? Why? How?

Is all your contact information complete? Don’t forget your area code! (A simple but common mistake).

Proof-read and then take it to a friend to proof-read again and again!

The most important thing to remember is that your printed materials are only one small piece of your marketing strategy. They will boost and support other activities you do to attract clients.

Want more like this? Try other articles on this site or I’ve written a book especially for start-up Holistic Practitioners - Marketing for the Holistic Practitioner