No, you don’t need a brochure

By Steve Fradkin, President
The Wizard of Adz

Some time ago, a prospective client came to me and said “I need a brochure.”

“No you don’t,” I replied.

“Huh?”

“You don’t need a brochure,” I repeated.  “You need sales.  Now, let’s discuss what’s the best way to make that happen.”

Too often, people launch into advertising without assessing first how it will fit into their entire marketing plan.  What’s the advertising’s job?  What will it accomplish that will, in turn, lead to the process that brings in sales?

Maybe you’re promoting to re-sellers, to get them to buy and promote your product.  Or maybe you’re advertising to get consumers to demand your product at the store.

Or maybe your customers buy your product directly from you.  If so, maybe what you need to do is get your name out there, so your cold-call telemarketing effort will at least be greeted by some brand recognition.  Maybe your advertising merely needs to establish a positive attitude towards your product or service, so people will be likely to receive your salesperson with a smile.  Or maybe you need to generate increased traffic, or hot leads, or immediate sales via return coupon or call.

And maybe a brochure is right for you — but you won’t know it until you have mapped out your whole marketing strategy.  Instead, you may need a mailer, or a series of ads, or a flight of cable TV spots, or a skywriting plane flying over Fenway Park.

Marketing strategy is one of the Seven Essential Strategies of Advertising that we employ to make sure your advertising does what it is supposed to do.  That’s why our advertising — Strategy-Driven Creative Advertising — is so successful.  Give us 15 minutes of your time, and let us show you how these and other strategies play out — and how we can help you design a marketing strategy that will lead to more sales, not more brochures.  Call Sharon at The Wizard of Adz (781-821-1818) or email Sharon@WizardOfAdz.com.