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on marketing trends and practices. Who knows, what you are looking for might be at the Marketing Shack! Title: The Mighty Marketing Brochure Word Count: 405 Summary: Can a brochure pump up leads and sales? You bet, with careful planning and smart execution. Keywords: brochure, marketing, leads, sales, fulfill inquiries, products, services, copy, testimonials Article Body: "Brochure" is French, and it comes from brocher, meaning to stitch. According to The American Heritage Dictionary, a brochure is "a small booklet or pamphlet, often containing promotional material or product information." Accurate, yes. And also incomplete. For one thing, brochures arenÆt always small. Sometimes theyÆre quite large. As for brochure contents, they vary greatly depending on the situation. A brochure definitely can be more than a pamphlet or small booklet, coming in all shapes, sizes and a range of folds. While brochures are found practically everywhere -- used by businesses and organizations of all types and sizes -- theyÆre not the answer to all communication needs. Nor are they obsolete due to the Web. What Can a Brochure Do? Actually, a lot. First, determine your purpose or objectives. Will your brochure generate sales or leads? Fulfill inquiries, support the sales force or be displayed at the point of sale? Will you use your brochure as a direct-mail piece or a leave-behind? The brochure can do one or all of the above with careful planning. Here are some more functions of the brochure: >Provide product and service information >Support trade shows and conventions >Provide news (about products, services, company, industry) >Build company identity >Educate prospects and customers What are you trying to accomplish? Once you decide, youÆre ready to start putting your brochure together. What Goes in a Brochure? Following are some common subjects for three areas brochures cover most: products, services and corporate or organization capabilities. / Introduction / Products / Services / Features / Benefits / How It Works / Markets / Applications / Specifications / Testimonials / FAQ / Company history / Call to action / Client list / Mission statement or business philosophy / Awards / Contact info Keep It Simple Although a brochure can do a lot, keep it simple. Zero in on your audience and purpose, and the rest will fall into place. Consider the format, page size and how the brochure will fold. Decide on visuals, fonts, colors, paper stock and other design

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