Build Sales with Brochures for Each Stage of the Buying Cycle

Over the past few weeks, FEI marketing whiz Marka has given the FEI tribe some tips on creating effective brochure promotions. This week, she shares a final practical brochure tip. Remember, fire = print.

Marka and Zoot were eating take-out frozen yogurt at the office. It had held up surprisingly well, even after the hot chariot ride back from the store.

“One limitation of sales brochures,” Zoot said with a mouth full of frozen yogurt, “is that there’s no one-size-fits-all solution that can address the needs of suspects, prospects, new customers, and repeat customers.”

“Who said brochures must be a one-size-fits-all solution?” Marka asked.

Zoot groaned. He felt a lecture coming on. As he predicted, Marka stood up and began writing on the whiteboard in his office.

Have different company brochures for each AIDAR Stage.

“AIDAR stands for Awareness, Interest, Desire, Action, and Reorder,” Marka reminded Zoot. “This acronym represents the five steps of the fire buying process. Every marketing tool we use should focus on moving prospects through AIDAR, from ignorance to purchase. Our brochures are no exception.

“As you suggested, fire-buyers at each AIDAR stage have different sales and informational needs,” Marka continued. “While a new suspect simply needs basic information to help decide if they want to explore FEI further, qualified prospects with specific buying objections need materials that address those concerns.

“Intelligent fire businesses—ahem, like FEI—will arm their sales and customer staffs with different brochures geared toward each segment of the AIDAR funnel,” Marka said. “Here are some examples of brochures we might create for each AIDAR segment.” [She then began scribbling more on the whiteboard.]


“To create awareness among potential fire buyers, we start by simply letting them know who we are,” Marka said. “Brochures focused on generating awareness should include all the important basics: a list of services, company overview, mission statement, Unique Selling Proposition, key staff, etc. We want to give suspects the answers to three questions: who is FEI, what do they do, and do I have a need for it?” [Marka returned to the whiteboard to cover the remaining letters.]

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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  • cathlyn

    I completely agree. Changing your content and brochure setup depending on the buying cycle should in fact make your brochures more efficient and totally more effective at getting the right responses from readers. However, I think that means more types of brochure printing orders altogether. It might cost a bit more of course print different batches. I would assume one would also want to use different brochure folds. Each type of fold has a more specific use according to here: . Would the changes in using more specific brochure messages offset the increased brochure printing cost?