...brochure body should tell what is new,
different, attractive about your product or services

While being consistent with the theme of the cover page, the inside pages should describe the benefits gained by using your service. People are not as interested in a product's features as they are in how the features will benefit them.

Focus on your prospects’ needs and the needs of the people you want to be your customers rather than yourselves. You don't sell the drill, you sell the hole. Are your customer's priorities budget, comfort, safe, delicious, friendly, clean, warm, warranty.?” Your brochure should address those needs and explain how your company or services can meet them.

Convert the features of your service into benefits for the customer. Companies always want to list the many important features of their products. The problem is that customers could care less about any feature unless there is a clear benefit to them. A "feature" is what a product has. A "benefits" is what will this product do for this customer?

Limit the brochure to a single purpose. A service. A facility. Don't try to say too much in one brochure. Make one point about your company and make it well, and you are ahead of the game. Omnibus brochure seems to be less effective than the simple purpose document.

Nobody remember, read a brochure like a novel, cover to cover. Let major point stand out for the skimmers. Go for the overall impression, and don try to tell everything in one brochure.

Most companies add more detail to support "detail on demand" for individual target audiences. This is one of the most effective uses of the Web media.

"...get attention and then motivate your reader
to look inside..."

The most important thing for a brochure to be effective is getting the attention of a prospective client. Color and creative graphics do this the best.

The first page your reader will see is the front cover. Get it wrong and you've as good as lost the sale. Remember first impression is lasting. The cover is the most important page of any brochure. The cover of a brochure works like a headlines of a print ad.

Do not make the front of your brochure wordy. In fact, keep it to one or two main headlines.

On the cover of most brochures you usually find nothing more than the company name, logo, and maybe a quick slogan like committed to excellence. This isn't horrible, but there is a much better way to enhance your brochure.

After you have a Unique Selling Position role as a core strength for your marketing campaign; now is the time to transfer your Unique Selling Position into a unique image in a marketing theme and promote this image to make it famous enough to generate profit.

If you have found a color scheme and a set of fonts and graphics that appeal to your audience and convey your desired image, stick to them and use them to strengthen your brand. The identity you establish will resonate with your customers and solidify the relationship.

Finally, being consistent does not mean you should stop being creative. There's always room to enhance your image and your interactions with your customers and prospects. Just remember, when you make changes, update everything. And consistently monitor your results to make sure they are consistently good.

Most of all tourism marketers don't have time to spend on holding a brochure marketing plan, but if anyone of you still want to learn a direction on how to holding a marketing planning discussion, read a except from from an article by Kimberly L. McCall.

As with all good marketing initiatives, marvelous execution is the result of exceptional planning. Making your way through the brochure process, the following guidelines will help you stay on course, on budget and on message:

Pull together a brainstorming session with all key people, including your designer, writer, photographer, project coordinator, and the top dog who will ultimately green light the project. It's important to have decision makers involved right from the get go-it can avoid very costly rewrites and redesigns down the road.

...Nothing is more dangerous than an idea
when it is the only one you have...

- Emile Chartier

A poor quality brochure projects your business as a second rate.

A high quality, professional brochure will create a positive image. The keywords here are high quality and professional.

Your brochure displays your business image when you aren't there. It tells customers how badly you want or don't want their business. It tells them that you are proud of your company or it tells them you are a corner cutter. If you don't take pride in your image what makes me think you'll take pride in your work?

If you've never created a brochure, start by collecting a number of brochures (including competitors') that represent a wide ran>ge of quality--from simple one and two-color on textured stock to slick 4-color glossy brochures.

Go to your local Chamber of Commerce, Economic Development Office or a major hotel and look for a large rack of brochures. Stand back and look at the rack. Which brochures catch your eye? Which ones do you want to pick up? Is it because of the ink color, typeface, headline, paper color or visual design?

So what is Target Markets?

Who will buy the product your community is marketing? One certain way to fail is to try to please everyone.

A target market is a group of individuals sharing common characteristics, toward whom marketing efforts will be directed. The process of dividing the total market into high-potential target markets is called market segmentation and involves these steps:

- Identifying and describing the different segments that make up the total market;

- Evaluating the economic potential of each segment;

- Choosing one or more market segments on which to focus.

In tourism marketing, a Unique Selling Position is often called as a Differential Advantage.

As I mention above, potential visitors have a wide range of alternative hospitality services, destination tourism chose, especially in this day of internet area. So, the responsibility of marketing is creating in the visitors' mind an idea that your services or attraction is different and unique from the others, so the visitors will want to use your services tourism have a standard, different and unique experience, and due to your different among the same, you will be remembered tourism be used or return better than other choices.

And this difference, of course, creates a competitive edge for you over other in the tourism market place.