Now that we finished talking about blogging, I thought it was a good idea to discuss another means of promotion, both online and offline. I’ve been using leaflets and brochures for about two years now (mostly digital versions), and I found it a very good investment. There are some other colleagues out there who’ve been successfully marketing their translation businesses with similar documents, too. If you’ve been using them, please leave a comment below – we’d all love to read about your experience and perhaps even take a look at your collateral!
This is precisely why I wanted to draw your attention to using leaflets or brochures to promote your translation business. Let’s first discuss some common misconceptions about using brochures and leaflets, then we can talk about differences, and finally analyse what is their usefulness.
First, let’s do so me brochure and leaflet myth busting!
I think that it is true in a way, but we’re not talking about spamming your whole street with leaflets promoting your freelance business. If targeted right at the right people, leaflets or brochures are a very sensible way of reaching out to those who are interested in your translation services.
Of course, if you’re forced to take one or if they land on your doorstep, you can surely consider them intrusive. But then again, if used right (and we’ll talk about it later this month), by making sure you’re giving them to people who’re genuinely interested in your services, you’re not being intrusive.
Not true anymore, designing leaflets will cost you a fraction of what you pay for your website. It’s not only something big companies can afford. Moreover, leaflets or brochures can often be used online, without the need to print them. And if you do need hard copies, it’s not going to break the bank either.
Let’s now discuss what’s what and how they’re different.
Flyer
Flyers are the most basic and cheapest promotional documents in this category. They’re usually A4-sized with some text and plain images or icons, often printed in black and white. They serve an informational purpose.
Leaflet
Leaflets are more complex documents with more design elements, usually smaller than A4, combining images, graphics and text with different typography. They’re mainly there to grab the reader’s attention and raise interest.
Brochure
Longer, 2 or 3-fold pieces giving more information than flyers or leaflets, yet still combining the advertising edge with informational purposes. While flyers or leaflets are meant just to be looked at (and often thrown out), brochures are there to be kept and referred to when your services are needed.
Booklet
If you’re into longer documents outlining your services, values and offering in detail, a booklet will serve this purpose. Usually containing more text than images, a booklet is a good point of reference for your clients who want to have all information they need in one place.
Why should you consider using leaflets?
While CVs or online profiles work well with agency clients, direct clients – especially businesses – operate at a Business-to-Business level, where a CV is no longer appropriate. Other businesses are more interested in learning what you can do for them and what benefits you can offer, rather than studying the details of your profile.
Brochures or leaflets are a great way of showing the client why they should go for your services, and in a B2B context they’re even expected. Whenever you’re meeting a prospect face to face, remember to bring some documents about your company with you. Your clients have been doing the same thing since the moment they got into business.
Online leaflets or brochures are a good way of showcasing your professional approach to running a business. When replying to an enquiry or approaching a prospect, simply attaching a leaflet or brochure which contains the main information they need and outlines the benefits to them is an order-winner.
Resources
Take a look at these useful articles:
For some examples of how I’m using brochures and leaflets, visit my main website. Again, if you’re already using brochures or leaflets and would like to share your experience, please leave a comment!
Marta Stelmaszak
Marta Stelmaszak is a translator between Polish and English, combining language skills with a thorough understanding of economics and business to help SMEs make as big an international impact as possible, providing translation and interpreting services for the legal, business and marketing sectors. Read Marta's book on business.
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8 Comments
Hi Marta, I started following your blog a few weeks ago and I think it is one of the most inspiring blogs out there. I just had some leaflets printed to distribute to restaurant owners in Pisa, my hometown, a very touristic town where most restaurants use Google to translate menus and websites… such a shame! A friend of mine, a marketing expert, helped me with the organisation of the text bits and the images so that the leaflet could be more attractive to potential customers. I am waiting for the leaflets to arrive (they’re still being printed), and I can’t wait to see if they will work how I want them to work.
Thank you, Martina. Let me know how you got on!
Hello Marta,
Firstly, really nice entry!
It is always nice to hear about different ideas on how to promote our services.
I wanted to make my contribution to your article. I started to use leaflets one year ago on Christmas period -offering a little discount during the holidays- and I did notice an increase on the demand of my services coming from new clients.
We have to think that not everybody is found of Internet: there are still many people who like to do business “the old way”, which includes newspapers and leaflets. So this is one of the means we have to get to them.
Have a great day!
You’re right about reaching old-fashioned clients, Alessio. I also think that having leaflets implies a level of professionalism that clients tend to appreciate.
Hi Marta,
I have a kind of brochure that I had made some time ago and that I use to give to acquaintances, people I meet, etc. if I want to give them more information about my services. It is in Dutch as that is my target language.
Although leaflets, flyers, brochures, etc. are very nice and may come in handy, the trouble is that when you’ve had them for a little while, you come up with things you would want to change/add/say differently in the documentation.
That is why I’m thinking of creating something new, which is smaller (thus less costly) than a brochure, yet allows you to give all the important information. I have a feeling that we tend to write too much information in our promotional documentation. 😉
While I agree that the contents of the brochures and leaflets need updating once in a while I tend not to print them out in large amounts - this way when I need them updated, I can just adjust my source files 🙂
However, do let me know your ideas for something smaller, it might be the Next Big One 🙂
Hi Marta,
I’ve got two brochures: one with tips for clients on how to find the translator that’s right for them; the other is on one of my services, typed simultaneous translation. I have both of them both in hard copy , in PDF format and online on Scribd. I hand them out at conferences or send them to potential clients.
I don’t think they’ve brought me clients so far (about 6 months), but I think it’s more important that I got people to be aware of my services, and they’ll find me once they need translations.
Good idea, Yael. Here’s to wishing you do get some clients thanks to your brochures!