No, I’ve not gone mad. I am aware that websites and brochures (even e-brochures) are very different things, however I’m not convinced everyone knows the difference.
This is where I stand on the issue.
Your website
Your website is your online shop window. It’s there to set out your stall, show people what you do and why you do it – especially in terms of how it will benefit them.
Your website has unlimited space. You can have a multitude of pages whose purposes can range from sales, to education, to outlining technical specs, so there’s something for everyone.
There’s even room for a blog where you add company news, opinion pieces, and helpful articles.
It should be interactive and can house case studies to give real life examples of how your products and services make a difference to your customers’ lives.
Basically, it’s the hub of your business; a place where potential customers can gather information.
In that case, what should your brochure do?
Your brochure
I am assuming we’re talking about a physical brochure, however, the same goes for e-brochures too.
The point of your brochure is that it’s a ‘take away’ piece of marketing. As such, it doesn’t need to go into as much detail as your website.
Its main function is to be a sales document. It should state the benefits your product or service offers, how it will improve your customer’s life, and an example (short case study) of it in action.
You could also add in some technical specifications in the back, if needed, along with a short outline of your business. But it’s important this goes at the back because your brochure should be all about your customers and how you will help them.
If your business deals with multiple products and services, you should create brochures specific to each area. This then means you can hand over targeted marketing literature to your customers rather than a great tome that covers everything you offer.
Your brochure offers something different
Over the years, I’ve worked with many companies who thought they could get me to write the content for their website and then they could use that in a brochure format too.
It never works.
Your brochure should be a short, benefits heavy document that gives them the basic information needed to make the sale.
They can then refer to your website for further information if needed. They should complement each other not copy each other.