The Greatest Small Biz Marketing Tool Ever Invented! 
by Bobbette Madonna
Copyright 2001 & 2003 

The ultimate goal of a Brochure is to convert the casual
reader into an interested reader and the interested reader
into a SERIOUS ONE! I don't know too many young businesses
that can afford elaborate ads. However, most can afford a
brochure. If your company sent out 10,000 full color
brochures, how many responses would you get? Well, the
expected 2% would be 200 orders. If you did that every work
week (5 days) that could reasonably garner 1000 possible
orders - not bad. Paper and ink is not the only way to
create a brochure. Put your brochure online - an E-Brochure!
They are a dynamic way to send to - gee - millions!

Now, what's 2% of that...

Anatomy of a Great Brochure: The most important goal is to
convince the reader to take action! Why would they? Because
to the merits of your product or service. What goes into a
brochure?

Company history - Mission statement - Description of what you
do - Products and services - Location of your business - Key
client list/testimonials - Addresses, phone, fax, email, URL,  
Equipment list, Management profiles, Key innovations,
inventions, patents, Company slogan, Photos of facilities,
processes, people, Plans and visions for the future. What
does a Brochure convey to the reader? Shows commitment and
legitimacy. Introduces you and your company. Informs and
cross sells. Facilitates face to face selling (phone, email)
Showcase previous successes. Creates a positive image.

Those who have a brick and mortar business should take their
successful brochure and put it online. Web sites that are
simple e-brochure can suit a small business just fine. The
one most beneficial aspect of this is that an e-brochure can
be changed at will - a print one can not. The greatest
aspect of the e-brochure is your customer base has grown to
encompass the world!

For the home based business an e-brochure is a must. As much
as you need a color printed brochure or business card, you
need a web site to be part of your complete marketing
package. A functional, changeable, updated, and professional
web site is an E-Brochure. Your web-savvy customers will
appreciate your e-brochure's message and those that are not
savvy will know about your business and how to contact you.

From print to electronic. Keep these five things in mind:

Keep it simple: Avoid clutter, clashing colors, flashing
banners, etc.. Revise the text to suit online formats and
online readers. Interactivity! Keep a dialogue with visitors
- they expect a quick response. If they don't get it - well,
there is the competition!

Promote your web site - Advertise it in your off-line ads as
well as online. Search engines, targeted emails, start an
ezine. Promote, promote, promote. Keep it UPDATED - Never
leave your site static. Add a product, pass along industry
news, offer contests, add new services, get interactive with
your readers. Promote! Advertise! Serve your customers.

A full color, professionally designed E-Brochure with fresh
content, a pleasing flow, interactivity, and sincere purpose
can put another marketing bulls eye in your long term
business goals. A strong presence on the web that can pay
dividends for years to come... 

LOGON's e-brochure is here:
http://www.logonnewzine.com/logon/Exec-Brochure/

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About the Author:

Bobbette Madonna, owner/publisher of LOGON Network of Ezines. 
Using Guerrilla Marketing tactics to educate, inform and
investigate the 'Pulse of E-Commerce' and report findings to
the readership. Unconventional methods produce exceptional
results. No nonsense approach to marketing/promotion/
advertising our client's business. Subscribe at the purple box:
http://logonnewzine.com