Date: Wednesday, January 10, 2001 at the Cynwyd Club, Bala Cynwyd, PA
Time: Mixer, 5:30 PM; Dinner, 6:30 PM; Business and Brainstorming Sessions, 7:30 PM

Designing Effective Professional Promotional Literature

John Alexander

Abstract:

On Making Brochures:

  1. How can you use brochures
    • As an aid in sales calls, as a leave-behind, particularly if decision- making may involve others.
    • At meetings or trade shows
    • In direct mail
    • As an offer in an ad
    • To answer inquiries
    • To send to others that collaborate with you.
  2. What should be on a brochure
    • How you can help a client (has to be appropriate to the needs of the client)
    • How you have helped others (case histories)
    • Why a prospective client should choose you - qualifications, experience, education.
    MAKE IT INTERESTING TO THE CLIENT
  3. Other information
    • How long you have been in business
    • How you got started
    • How the business has changed and evolved
    • How you will work on a project fore the client, reports to be submitted, time frame, fees, initial payment, retainers, etc.
    • Show trends or projections of the industry - if appropriate -- and with permission of the source
    • How you can be reached: full name, address, etc.

You may want to develop a logo. This should be used consistently on letterheads, envelopes, brochures, etc. It should help develop a "Family Look" and shows that you are a serious business.

In regard to the format:

If you are a good writer you may consider writing your own brochure - but have someone else review and criticize it. Otherwise get professional help. The same goes for the design of a brochure. There are computer programs that may be useful but a professional designer may assure high quality, appropriate paper stock, interesting illustrations, and unbiased evaluation of the presentation.

WHATEVER YOU DO PROOF-READ ,PROOF-READ, PROOF-READ.

To distribute your brochure, you may consider purchasing mailing lists.

Location: The Cynwyd Club, 332 Trevor Lane, Bala Cynwyd, PA 19004. From I-76 drive S on City Line Ave. (US Rte. 1). Turn right on Conshohocken State Rd. (Rte. 23); stay in right lane. After second light watch for white left-turn arrows painted on street (about .14 mi/750 ft). Do not follow Rte. 23 left at turn but instead go straight ahead onto Llandrillo Rd. (passing to right of Valley Press printing). In one block bear left onto Trevor Lane at stop sign. Clubhouse and parking are on the left. Please park in lot if space is available; otherwise park on Trevor Lane. If lost, call the club at 610-667-4524.

Reservation: To make or cancel a reservation, leave an E-Mail: CCN Reservation or call the ACS office at 215-382-1589 no later than noon, Monday, January 6, 2003. Leave a message on the machine if necessary. Meeting fee is $20 by reservation or $25 at the door. No-shows will be invoiced. No reservation required if attending the talk only, but it is advised to tell us you're coming so you can be reached in case of cancellation.