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If you’re about to update your corporate brochures, try this on for size. Take your most popular product brochure, and somewhere in the middle of the text flow, insert the following content:

“Please send an email to sales@whatever.com with the following code as your subject line: XYZ123. Please be sure to include your full signature file so we can send you a check for $500. Thank you.”

Obviously, put in an appropriate email and code.

Don’t worry, you won’t spend a dime, because nobody is reading your brochures.

That’s mostly because:

1) They’re boring.
2) They’re exactly the same as all your competitors’ brochures.
3) They contain pictures of unrelated activities (like people enjoying the beach on a brochure for accounting services).
4) They never answer the real questions that are on people’s minds.

Stop wasting your money on these things. Why not create an audio CD in which you interview 5 customers about how you helped them with different problems? Why not offer that up instead?

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