The Whys and Hows of Marketing with Brochure Inserts

Convincing people to schedule that first session will always be a challenge. You want to cover your bases. Along with business cards and a good website, brochures guarantee more people find out about you and why they should give you a try. Most people add contact information and possibly a slogan such as “Pain Relief Specialists Since 2003” to the back panel of their brochures. Even if you hand-write that information, it’s a must-do. After all, you want to make sure anyone who looks at the brochure can get in touch with you! But there’s only so much information you can add to the back of a brochure. In this article we’ll tell you how to add in-depth information to your brochure with a one-third page insert.

Benefits of an Insert

  • You have more room to say what you want than on a business card or back of a brochure.
  • You can answer the most common questions of prospective clients.
  • You can make changes and reprint quickly and cheaply.
  • You can make more than one insert if you use more than one brochure and have more than one focus in your practice.

What You Can Do with an Insert

  • Target clients. What condition, modality, or kind of person do you focus on in your practice. What problem are you helping to solve? Who are you trying to help?
  • Publicize your menu and fees.
  • State directions and hours.
  • Introduce staff and their specialties if you have more than one practitioner.
  • Create an incentive. You may want to include a first-visit special or an on-going offer such as, “Get 6 sessions for the price of 5.”

Create your Insert

Make a list of what you would like prospective clients to know about your particular practice. Start by listing the most common questions people ask when they call your office for the first time. Maybe they ask if you accept third party payments. If so, include a mention of it. Here’s a starter list.

  • Directions, hours, and fees.
  • Your menu of offerings. Think about what you really want to be doing. This gets back to who your target clients are, and what problems you really want to help solve. Make sure those services are on your menu as well as your “bread-and-butter” techniques.
  • Your approach or focus. If you are using the Chronic Pain and Massage brochure, for example, explain your approach to the work. Remember not to write a term paper. Keep it brief and to the point. Except in the menu, steer clear of bodywork jargon. “Myofascial release” and “quantum touch” aren’t going to mean much to a lot of people. On the other hand, everybody understands “relieves back pain.” List your modalities on your menu, but in your focus paragraph, write as if you were speaking to a potential client who is not familiar with different techniques or approaches.

The Details

It’s easy to create and print inserts yourself. Format your insert to fit on 1/3 of a sheet of an 8.5″ x 11″ paper turned sideways (landscape). If you have the capability of creating columns in your word processing software, you can save paper by copying and pasting your information into 3 columns across the 8.5 x 11 document. If your software has the ability to incorporate graphics, consider adding your logo and/or photos to the insert. You might also include a small map if your location is hard to find and you have the room.