Why your trade business brochure is like a firm handshake

Why your trade business brochure is like firm handshake

Have you ditched brochures for digital marketing? While more customers are searching for tradie services online, a brochure is a like a firm handshake – it promotes confidence and competence.

If your current brochure looks tired and old-fashioned, it’ll need a facelift to have the right impact on customers, who are constantly bombarded with persuasive marketing messages.

In this article, we outline 4 ways to perfect your trade business brochure to pack more punch with existing and potential customers – and deliver a powerful touchpoint designed to generate more profit.

1. Don’t forget the basics

When creating or revamping your brochure, don’t forget to include the basics – your business name, at least two types of contact information, a logo and tagline. Also include a headline on the front and two or three brief points highlighting the benefits your trade business can provide.

For example, these benefits will communicate how will your service improve your customers’ lives i.e. solve their problems. Your customers want to know: What’s in it for me? This is not really about you!

2. Integrate with your digital marketing

All of your business’s marketing efforts should complement each other. This means your brochure should include your social media icons, positioned in a prominent place. Ask people to “like” or “follow” your trade business on Facebook, Twitter or Instagram.

You can increase the reach of your brochures by turning it into a SEO-optimised PDF and publishing it to your business website. This way, customers can view or download the brochure to get more information about what you do and the services you provide.

3. Content is king

Focus on what interests your target audience – what you can offer them and how you’ll do it. The keep it simple, stupid (KISS) principle applies here. Your brochure is not the place for complex words and industry jargon. It should provide clarity for the customer, in easy-to-read blocks.

A well-crafted brochure should include a call to action (CTA) – to make it clear what you want customers to do. It could be as simple as ‘Contact us’, ‘Get a quote’ or ‘Make a booking’. The aim is to encourage customers to start a conversation with your trade business.

4. Make a lasting impression

Your brochure design, paper quality, images and layout will contribute to the overall feel – and will ultimately make an impression on your customers. Creating a high-quality brochure will help your trade business stand out in the competitive trade business marketplace.

Just like a strong, firm handshake speaks volumes about a person’s confidence and competence, the strength of your brochure will either make or break an existing or potential customer’s impression of your business. Does your brochure give a firm or flimsy impression?

Want to know more marketing tactics for trade business? Register for Next Level Tradie – a free one-day live event for tradies like you.