Amplify Your Marketing with Brochure Inserts
Convincing people to schedule that first session will always be a challenge. Client education brochures can be an important medium for reaching people with the value of your work - right up there with business cards, gift certificates and a website. Over the years, many of our customers have asked us how to add more of their own business information to their brochures. We do offer a personalization service for
adding your contact information and possibly a slogan such as "Pain Relief Specialists Since 2003" to
the back panel of our brochures. Even if you hand-write that information,
it's very important to do it. After all, your brochure could be passed along
from person to person, and you want to make sure anyone who looks at it can
get in touch with you!
To add more in-depth information about your practice, consider making a one-third page insert to add to your brochures. Inserts can be used in any brochure, of course, including one you produce yourself.
- You have more room to say what you want than on a business card or back
of a brochure.
- You can answer the most common questions your prospective clients have.
- You can make changes and reprint quickly and cheaply.
- You can make more than one insert if you use more than one brochure and
have more than one focus in your practice.
- Target clients. What condition, modality or kind of person do you focus on in your practice. What problem are you helping to solve? Who are you trying to help? To speak to these questions, it helps to know who your ideal client is.
- Share your philosophy. This may differ slightly from the above. Maybe you
have found that healing really happens when clients make their own lifestyle
changes to complement their work with you. Or you are committed to using
only organic products in your skin care or spa treatments.
- Display your menu and fees.
- State directions and hours.
- Introduce staff and their specialties if you have more than one practitioner.
- Create an incentive. You may want to include a first visit special, reward for referring new clients or
on-going offer such as, "Get 6 sessions for the price of 5."
Think of all the things you wish you could add to your business card if you had more room. Make a list of what you would like prospective clients to know about your particular practice. Consider the most common questions people ask when they call your office for the first time. Maybe they often ask if you accept third party payments. If so, include a mention of it. Here's a starter list.
- Directions, hours and fees are straightforward.
- Your menu of offerings. Think about what you really want to be doing. This gets back to who your target client is, and what problems you really want to help solve. Make sure those services are on your menu as well as your "bread-and-butter" techniques. Include your fees.
- Your approach and philosophy. If you are using the Chronic Pain and Massage brochure, for example, explain your approach to the work. Remember not to write a term paper. Keep it brief and to the point. Except in the menu, steer clear of bodywork jargon. Remember, "myofascial release," "reflexology," and "quantum touch" aren't going to mean much to a lot of people. On the other hand, everybody understands "relieves back pain." List your modalities on your menu, but in your focus and/or philosophy paragraph, write as if you were speaking to a potential client who is not familiar with different bodywork techniques or approaches.
It's easy to create and print inserts yourself. Format your insert to fit on 1/3 of a sheet of an 8.5" x 11" paper turned sideways. Here are two examples of single-panel inserts for a tri-fold brochure to help you think about what you would put in your own.
If you like one of these, you can download them for free by clicking on either or both. The files are in Rich Text Format (.rtf) which can be opened in almost all word processors. Simply replace the details with your own information. If you have the capability of creating columns in your word processor, you can save paper by copying and pasting your information into 3 columns across an 8-1/2 x 11 sheet. Like this:
If your word processor or layout program has the ability to incorporate graphics, consider adding your logo and/or photos to the insert. You might also include a small map if your location is hard to find and you have room.
If you're using our brochures, they are sized slightly smaller than 8.5" by 11". For an exact fit, trim a half inch off the top and off one side of your paper. But it's not a bad idea to let your insert peek out from the brochure so people see that there is something inside. |
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