Sunday, July 19, 2015

Making In-roads Into the Education Arena with Marketing Brochures

Case Studies and White Papers aren't the only marketing avenues into the education field. Whether you provide a product or a service, the power of a well-written marketing brochure will inspire prospective clients to take action and do business with you instead of your competition. 

There are two types of brochures: corporate and product- or service-oriented. For most companies looking to make inroads into the education field, the latter proves most effective. 

This type of brochure highlights your company’s product or service, with the purpose of selling to potential clients. When trying to reach potential customers, you want to not only present the features of your product or service, you will also want to share the benefits. Presenting the benefits of your product or service will tap into potential customers’ emotions, a powerful driving force in the purchasing process.

Crafting an effective brochure to market your product or service to the education arena, you will want to consider the following questions: 

  • What is the purpose and/or subject of your brochure?
  • Who is your audience?
  • How many products, or services, will be featured in the brochure?
  • Will your brochure be research-based or experiential?
  • What is your budget?
  • Based on your budget, will you write it in-house or hire a freelance professional copywriter?
  • What will the layout look like? Will there be photos, illustrations, and graphs?
  • How many pages will be in your brochure?
  • Once the brochure is complete, how will you use and disseminate the brochure?

Let's take a look at an example. Perhaps your company sells curriculum materials for English language arts. Your products help educators teach to their students' learning styles by providing hands-on learning experiences, such as Vocabulary Steal the Bacon and Adjective Scavenger Hunts. Your marketing brochure will not only highlight the materials for purchase but also the benefits of using these manipulatives to engage a variety of learners. Using visual aids, such as pictures illustrating the materials, will enhance the selling power of your marketing brochure. 

Need content for your marketing brochure? A professional freelance copywriter, with specialized knowledge of the education field, can help!