Your Brochure Is Great (and It’s in My Trashcan)!

Do you use brochures, folders or any other type of print material to promote your business to prospective clients or strategic partners? You may want to rethink this approach.

I’m amazed by the number of professionals who leave information behind for me to read after we meet. Do they think I put it on my desk and schedule a time to read it, or carry it around until I have a free moment? I don’t. In fact, nine times out of 10 I immediately throw it out.

This may sound harsh, but honestly, do you read through the brochures people give you? Chances are they’re not reading yours either. To be clear, I’m not dismissing print materials altogether. Providing brochures, pamphlets and the like to qualified prospects who are interested in the specifics of your business can be very useful. I’m questioning the effectiveness of handing them out to people as a way to help introduce your business.

Your likely best-case scenario is that it will impress ONE person. The recipients are obviously not going to mail your brochure to their network. And if the content is truly remarkable, you want it to be shared with as many prospects as possible, right? As The Rise To The Top’s David Siteman Garland put it in his great book Smarter, Faster, Cheaper, your content should be like peanut butter – easily spreadable.

I suggest focusing your marketing resources on content that can be passed along with minimal effort. For this reason, having a great website, like those of r2integrated, Cynergy and Never Stop Marketing, is a worthwhile investment. It lets you showcase your business, provide numerous ways to learn more – and it takes all of a minute for people to share the link.

Video is something else you should consider using to promote your business. When I refer someone with a software development need to Cynergy, I email this video. Content like this is both highly effective and shareable. Prospects and strategic partners can easily send it to one (or 50) potential clients…unlike that awesome (and costly) brochure they threw away two weeks ago.

What are some examples of sharable content that is working well for you?




  1. by Timothy R. Hughes on April 2, 2011 at 7:28 pm

    Interesting point … I have been asking for more electronic type information for sharing with clients, referral folks, et c. from others.

    I have been thinking we need to gear our materials more in this direction … need to get on that!

  2. by Derek Coburn on April 3, 2011 at 7:39 pm

    Thanks Tim. Let me know how it goes. Of course, you can always just forward your great blog to a prospective client!

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