Wanted: An Honest Brochure

In marketing, coming up with positive and almost blanket messages are regular tricks of the trade. And although this sounds negative in itself, we cannot deny the fact that positive messages tend to spread faster. And in all formats- whether it’s a 20-page ad created by a professional brochure printing company, or a 30-second download from an online site. There’s no denying that the quickest way to the audience is to say something positive.

Nevertheless, despite the recent global crisis we’re facing, many of us have been weaned to take everything in perspective. Even if we employ the best color brochure printing services to help us win our target audience, painting a pretty picture is not anymore wise. No matter how much you discuss your product being the miracle drug of the century, or how millions of people swear by its effectiveness, or even how your company takes care of your customers, no one really believes in it anyway. Experience has taught our target audience that glossy and attention grabbing brochures, for example, should be turned off right away.

Too many of our resources therefore are wasted on marketing strategies. Marketing schemes that fail to communicate, when communication is the key to a successful business. Many of our businesses fail precisely because we put so much weight on glossy and positive images of our company. Emphasis is made on “strategic positioning messages” that we forget the value of truth. Valuable information is tossed over more acceptable messages.

Take for example most brochure printing collaterals. Most of us skim through the content to find bits and pieces of useful information, and then ignore the rest. It’s the same with most websites. Formats are similar with that of brochures. Visitors need to click through so many screens just to hit upon the little information they need.

The problem then is that there are just too many words hanging around our color brochures but with little or no value, at all. How can we communicate then with our audience if they see through our “positive” messages? People can tell right away if the company believes in its motto, or even if it’s oblivious to the needs of its clients. Most of all, we can tell if someone’s telling the truth or not.

So why gloss in the first place? No matter what you do, your target audience will find out anyway. Words do travel and they travel fast.

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