The automobile has replaced the horse and buggy. Google search is much faster than even the reference desk of the New York Public Library. And though radio has its place, who wouldn’t rather watch the Super Bowl on a high-definition TV? But sometimes the old fashioned way of doing things can still make a lot of sense, such as real people answering phones, using metal forks instead of plastic and … paper brochures.
What are some of the attributes of paper brochures that make them timeless? Brochures are:
Substantive. To some extent paper brochures are like paper newsletters: they have a physical presence you can’t completely ignore. They make great leave-behinds after you’ve made your pitch. They slip easily into envelopes for delivery with invoices and insurance policies. You can display them in your office in racks or on a coffee table. A few motivated people may come to your website looking for the kind of detail presented in a brochure, but you can vastly expand the reach and scope of your prospect audience with paper brochures.
Targeted. They can focus on particular topics or products, such as annuities, disability insurance, how to save on homeowner’s insurance or critical illness insurance. Unlike capability brochures, which to a large extent have been replaced by the company website, the goal of product brochures is not to promote your brand, but to do the tactical work of selling the product.
Detailed. Product brochures allow you to go into greater detail than you probably would in other media, even newsletters. When people are considering a product purchase, they want detail.
Persuasive. A good brochure follows the famous AIDA formula for successful advertising copy: it captures attention, maintains the reader’s interest, excites demand and prompts action, such as a phone call to you.
Credible. A professionally written and designed brochure will create in the reader’s mind a perception of trustworthiness, competence and authority.
Smart’s has just completed a set of product brochures that reflect these marketing principles. These are useful marketing tools that can help you sell a number of popular insurance products. To see samples of our brochures, click here.