ing, not only will you have a record of your thoughts to review and revise, but also it helps, psychologically, to set the course in your mind as well.

Once you’ve written answers to those questions and you’re satisfied, it’s time to go to the next step: begin strategically visualizing what this brochure will look like.

==============================================================

Creation strategy

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Write out answers to questions like:

How many colors should this brochure have? Why should it look like that? Will those colors

Imagine, for a moment, you’re in an archery contest. Archers from across the globe are competing in this major event. There will be huge cash prizes and rich rewards to the winners that last for years to come. And you want your piece of the pie.

But there’s a problem. You’re competing in this huge contest—blindfolded. (And you’re the only one who is.)

So there you are, ready to aim at the target. (We hope!) You take an arrow from your quiver. It feels like the right arrow. (You think.) And then place it against the bowstring as you pull back, and shoot. There it flies, landing . . . well, almost to the target. Just a bit short.

You repeat this process for as long as your arrows last. By the laws of chance, you’ll probably hit the target a few times. And also by the laws of chance, once or twice you might even come close to the center. And maybe, just maybe, in a quirk of fate, you might, possibly, hopefully, close-your-eyes-and-click-your-heels-three-times-likely . . . hit a bulls’ eye.

Given your situation, it’s not at all likely that you’ll even come close to winning – let alone claim your piece of the pie.

But that’s exactly what happens when you create your brochure without giving good, serious thought to your strategy.

===============================================================

Take your blindfold off – now!

==============================================================

Before you even commit one word on a legal pad – or one keystroke on your screen – you need to do some thinking and planning about your brochure. You should ask yourself questions such as:

=============================================================

Overall strategy

=============================================================

Why am I creating this brochure? Who is my target audience? What problems do they have? What are they like (what do they read, do in their spare time, etc.) What do I want it to accomplish/what do I want my customers/prospect to do? What problems do I solve for my customers/prospects? Do I have any raving fans who would love to give me testimonials? What benefits to I bring to my customers/prospects? Why should my customers/prospects care? What makes me unique in my line of work, what do I do -- or what is it in the way I do it that no one else does -- that is a big benefit to my customers/prospects?

Write out the answers to those questions. And I do mean “write out the answers.” By writing, not only will you have a record of your thoughts to review and revise, but also it helps, psychologically, to set the course in your mind as well.

Once you’ve written answers to those questions and you’re satisfied, it’s time to go to the next step: begin strategically visualizing what this brochure will look like.

==============================================================

Creation strategy

=============================================================

Write out answers to questions like:

How many colors should this brochure have? Why should it look like that? Will those colors

. Just a bit short.

You repeat this process for as long as your arrows last. By the laws of chance, you’ll probably hit the target a few times. And also by the laws of chance, once or twice you might even come close to the center. And maybe, just maybe, in a quirk of fate, you might, possibly, hopefully, close-your-eyes-and-click-your-heels-three-times-likely . . . hit a bulls’ eye.

Given your situation, it’s not at all likely that you’ll even come close to winning – let alone claim your piece of the pie.

But that’s exactly what happens when you create your brochure without giving good, serious thought to your strategy.

===============================================================

Take your blindfold off – now!

==============================================================

Before you even commit one word on a legal pad – or one keystroke on your screen – you need to do some thinking and planning about your brochure. You should ask yourself questions such as:

=============================================================

Overall strategy

=============================================================

Why am I creating this brochure? Who is my target audience? What problems do they have? What are they like (what do they read, do in their spare time, etc.) What do I want it to accomplish/what do I want my customers/prospect to do? What problems do I solve for my customers/prospects? Do I have any raving fans who would love to give me testimonials? What benefits to I bring to my customers/prospects? Why should my customers/prospects care? What makes me unique in my line of work, what do I do -- or what is it in the way I do it that no one else does -- that is a big benefit to my customers/prospects?

Write out the answers to those questions. And I do mean “write out the answers.” By writing, not only will you have a record of your thoughts to review and revise, but also it helps, psychologically, to set the course in your mind as well.

Once you’ve written answers to those questions and you’re satisfied, it’s time to go to the next step: begin strategically visualizing what this brochure will look like.

==============================================================

Creation strategy

=============================================================

Write out answers to questions like:

How many colors should this brochure have? Why should it look like that? Will those colors

to your strategy.

===============================================================

Take your blindfold off – now!

==============================================================

Before you even commit one word on a legal pad – or one keystroke on your screen – you need to do some thinking and planning about your brochure. You should ask yourself questions such as:

=============================================================

Overall strategy

=============================================================

Why am I creating this brochure? Who is my target audience? What problems do they have? What are they like (what do they read, do in their spare time, etc.) What do I want it to accomplish/what do I want my customers/prospect to do? What problems do I solve for my customers/prospects? Do I have any raving fans who would love to give me testimonials? What benefits to I bring to my customers/prospects? Why should my customers/prospects care? What makes me unique in my line of work, what do I do -- or what is it in the way I do it that no one else does -- that is a big benefit to my customers/prospects?

Write out the answers to those questions. And I do mean “write out the answers.” By writing, not only will you have a record of your thoughts to review and revise, but also it helps, psychologically, to set the course in your mind as well.

Once you’ve written answers to those questions and you’re satisfied, it’s time to go to the next step: begin strategically visualizing what this brochure will look like.

==============================================================

Creation strategy

=============================================================

Write out answers to questions like:

How many colors should this brochure have? Why should it look like that? Will those colors

do they have? What are they like (what do they read, do in their spare time, etc.) What do I want it to accomplish/what do I want my customers/prospect to do? What problems do I solve for my customers/prospects? Do I have any raving fans who would love to give me testimonials? What benefits to I bring to my customers/prospects? Why should my customers/prospects care? What makes me unique in my line of work, what do I do -- or what is it in the way I do it that no one else does -- that is a big benefit to my customers/prospects?

Write out the answers to those questions. And I do mean “write out the answers.” By writing, not only will you have a record of your thoughts to review and revise, but also it helps, psychologically, to set the course in your mind as well.

Once you’ve written answers to those questions and you’re satisfied, it’s time to go to the next step: begin strategically visualizing what this brochure will look like.

==============================================================

Creation strategy

=============================================================

Write out answers to questions like:

How many colors should this brochure have? Why should it look like that? Will those colors

ing, not only will you have a record of your thoughts to review and revise, but also it helps, psychologically, to set the course in your mind as well.

Once you’ve written answers to those questions and you’re satisfied, it’s time to go to the next step: begin strategically visualizing what this brochure will look like.

==============================================================

Creation strategy

=============================================================

Write out answers to questions like:

How many colors should this brochure have? Why should it look like that? Will those colors (and their number) tell my story in the best way possible, and not raise doubts in my prospect’s mind? What graphics do I use? Original or clip art? Photos? How many? What tone do I want this brochure to have? Why? How & why will this tone support my message and my call-to-action? What style of writing do I use? Long, flowing sentences or short, active ones? And why? Do the words also convey the tone, support my message and call-to-action?

A helpful hint: It might be good for you to discuss these questions – even brainstorm these questions -- with your marketing copywriter/graphic artist. That way you can benefit from their expertise in creating a brochure that will do what you want it to do. They’ll be able to suggest how to make all these elements work together throughout your brochure, so it achieves the results you want.