Also known as collateral material, printed material is designed to support your marketing and selling efforts. The briefer you keep it, the better it is.

For brochures, you want to make sure that you keep it benefit focused. Always answer “What’s in it for me (the buyer)?” Keep it brief and use pictures. Be sure to include a call to action. You can think of it like the BBC:

• Benefits
• Brevity
• Call to Action

Each product gets a sales sheet. Your sales sheet should be one page long and include a photograph of the object. Focus on the benefits to the customer.

Even with the Internet, paper is still important. Printed materials stick around longer than a web page view. Paper is comfortable for most people. Paper, however, doesn’t offer any of the interactivity that a person can get from the web.

What printed matter has worked on you? What have you kept and why? In Russia, they have lobby cards that are collectible mini-movie posters. Those advertise the movie long after it’s out of theaters.

Adapted from “Guerrilla Marketing in 30 Days (affiliate link).”