Steps in Creating Your First Brochure

To celebrate more than 3 decades of selling our first brochure, What is a Massage Like?, we want to share our thoughts on that sometimes-daunting task: getting your first brochure. A brochure is a vital marketing piece. When you are ready to invest in one, how do you go about getting what you need?

Make Your Own

Maybe you’re thinking that you want to start out with a splash by creating your own brochure from scratch. To make a brochure for your practice, start by researching these questions:

  1. What’s the best way to present the benefits of your work?
    • Emphasize the problems you can solve, rather than the techniques you use.
    • Consider using testimonials. Personal statements from satisfied clients can make a convincing case.
    • Have a colleague, friend, or family member read it carefully for language that might be misleading or offensive to a reader.
  2. Should you include your menu, rates, or directions to your office?
    • Think about how often your rates and other facts may change. These may work best on an insert.
  3. How do you achieve a professional and attractive appearance?
    • If you have a computer and page-layout software, you can design and layout a brochure on your own. But keep in mind that hiring a graphic designer can make a big difference in the quality of your presentation. If you do hire a graphic artist, be prepared for a considerable investment.
    • Proofread several times for typos.
  4. What graphics will catch people’s eye?
    • Googling for “free clip art” returns a number of sites that could help with graphics. Check out the free art at Microsoft and Avery.
    • If you are working with a graphic designer, ask for their ideas.
  5. Once you have a brochure design, how can you get it into print?
    • Your home printer. To make changes as often as you want, print a few brochures at a time at home. Big office supply stores even sell tri-fold brochure paper. Do take into account the costs of paper and ink for making full-color copies.
    • Copy stores such as FedEx Office or Staples. They can print from paper master or CD, and fold it too. The more you print, the less each brochure costs.
    • Online print services like the popular Prices vary widely from $.07 to $1.20 a piece, as does quality. Order small at first to make sure you get the look and feel you want.
    • No matter what option you choose for printing, look carefully at the print quality. Check for smearing, feel of the paper, and crispness of the folding.

Ready-made, Professional Brochures

“Why reinvent the wheel?” is a frequent comment made by practitioners who use pre-made professional brochures. They seek a brochure company they trust to provide brochures that are reputable, well researched, and attractive.

Many find that brochures from an independent source also add credibility to their practice. In other words, when you claim that your work can help prevent injuries, improve sleep, or reduce stress, there is evidence to back that up.

It’s easy and inexpensive to type up, print, and add a single panel insert to a pre-made brochure that states your rates, menu, and other business information. When your rates need to be adjusted, simply replace the insert.

A Combination Approach

If you have your own brochure, there are still good reasons to use brochures on other modalities like Reiki, reflexology, or Thai massage, where detailed explanations really help. In addition, brochures on conditions like back pain, headaches, or fibromyalgia help you reach specific individuals in, say, fibromyalgia support groups, childbirth classes, or your chiropractor’s office.

A professional brochure is something you can hand people that’s more in depth than a business card. Think about the impact you want to achieve, and research your options well before committing to a particular type of brochure. You want to be happy with what you get — and where it gets you.