Ros Walker of Clout Marketing takes you through the process of creating 'brilliant brochures' for your business. Information from Ros' workshop at the Visit York Tourism Conference 2012

1. Brilliant Brochures
If you missed this mini master class at our conference, here’s a second opportunity to pick up some
expert advice from tourism marketing consultant Ros Walker of Clout Marketing & Media. Plus, don’t
miss a great member’s offer - a FREE review of your marketing literature.
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Let’s face it – when it comes to marketing a tourism business, technology has made the job a lot
more complicated. Facebook, Twitter, blogs, QR codes, Apps and YouTube are all there to be
exploited in our efforts to drive more visitors and guests through the door.
Yet for most of us, print remains a key component in our marketing, so how can we be sure we’re
maximising the impact of this fundamental marketing tool? Here are a few tips to help you maximise
the return on your piece of print.
Know your audience
First and foremost, choose a design, words and images that will speak directly to your main target
markets. Whether you run a tradition B&B, luxury hotel or family attraction, make sure every aspect
of your literature connects with its audience.
Stick to your key messages
Don’t cram your design with every detail. Instead, focus on what is most likely to result in an enquiry
or visit. Keep copy brief, engaging and persuasive with short paragraphs, bullet points and snappy
headings.
Don’t overwhelm the reader with images. Instead, choose one or two impactful images for the front
cover and for the inside, use photos to reinforce your key messages. Keep the back panel free of
images, using this space to present factual information such as a map, directions, opening times,
contact details and prices.
Choose your words wisely
If you find yourself deliberating over descriptions, here are my three top tips for writing effective,
persuasive copy.
Get yourself in copywriting mode. This is unlikely to be five minutes before your deadline or
in-between serving afternoon tea to visitors! If you want your creativity to flow, find time
when you are relaxed, away from your normal place of work and free of distractions.
Keep your reader in mind and write as if you are actually talking to them. Imagine your
reader stood in front of you and consider what they will want to hear and how they’ll want
to hear it.
The most important word to use is YOU. The more you focus your copy on the reader, the
more powerful it will be. Replace “We have wonderful views” with “You’ll love our
wonderful views” and so on. One test of good copy is to check your brochures, flyers, web
site and blog for the word “we”. Too many references might mean your copy is focused on
your business and not on your reader.

2. Invest in imagery
If I had a pound for every time I saw poor quality pictures letting down an otherwise brilliant
brochure, I’d drive a better car. Quality photography is an essential investment for any tourism
business – don’t let your competitors benefit by cutting costs in this critical aspect of your
marketing.
Double check, then triple check
Nothing makes a business look like an amateur quite like a spelling mistake or grammatical faux-pas.
After checking the finished copy yourself, get someone else to cast a critical eye over it, before
asking for an outside opinion.
Specific advice for attractions
Never underestimate the power of the masthead
The masthead - the top 2 or 3 inches of your leaflet’s front page – is all a potential visitor will see
when your leaflet is in the rack. It’s the most important part of the whole leaflet so make sure it
stands out; bold colours, “new for 2013” flashes and the name of your attraction are all critical, as
are key selling points (“Kids go Free”, for example).
Colour counts
Printed literature can say such a lot about a business – think of it as your shop front and make it’s as
eye-catching and impactful as possible. Choose your colour palette carefully. If you’re an attraction
operator, remember that grey suggests a grey attraction with grey weather, blue and yellow suggest
an upbeat attraction with sunny weather. Research leaflets from competing attractions, ensuring
yours will stand out, not blend in.
Size, weight and finish
The most universally accepted leaflet sizes are 1/3 A4 (DL) and A5, folded from A3 or A4 – these are
the optimum sizes for inclusion in most distributors’ racks. A DL leaflet fits easily into a pocket or
handbag, making it easy to pick up and retain.
Choose the paper weight carefully. A single unfolded leaflet will need to be printed on a minimum of
170gsm if it is to sit in display racks without flopping over. Make sure the paper is cut down the grain
not across. At lower weights, matt finishes tend to offer more rigidity than silk or gloss.
Does your leaflet pass the rack test?
Take a look at your current leaflet in a rack alongside all the others and ask yourself (and your
visitors) whether it stands out and begs to be picked up. Before you sign off your 2013 leaflet for
printing, make a prototype from the printers proof and run the same test.
Start working on your 2013 leaflet now
With the October half term behind us, now is the time to turn your attentions to next year’s print. To
ensure complete distribution in time for the start of the 2013 season, aim to have your printed
leaflets with your distributor by 31 December 2012.
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Members Offer - FREE Literature Review – offer ends 30 November 2012
Request a FREE Literature Review for honest, objective feedback on any piece of your marketing
literature, along with a no-obligation quotation for copywriting and artwork design.

3. For more information about how Clout Marketing & Media can help your business, please visit
www.cloutmarketingandmedia.co.uk or contact Ros on:
ros@cloutmarketingandmedia.co.uk
01274 564582
07976 609 264