By Natalie J. Armstrong,
www.MarketingMediation.com

If you think you need a brochure to promote your ADR practice then there are a few guidelines to keep in mind when sitting down to begin the creative process. First you need to establish some clear goals for your brochure. What will the primary use of your brochure be?  The most common are:

1. To act as a catalyst or call to action for potential clients,
2. To act as a reference for your services,
3. To support other marketing activities.

For most small practices or firms their brochure needs to accomplish all three in which case you should begin with the content. What service will you include?

What biographical information will you provide? Do you have illustrations to use? Can you list testimonials and endorsements? Etc. These are the facts section of your brochure.

Your next list should include the primary concerns and issues your readers will have about the service you offer. Whatever you identify as the readers main concerns should be addressed in your brochure. I happen to think that a good rule of thumb for this section is that it should consume more than half of the brochure’s space. You want to make sure that the reader understands that your practice understands the reader.

Once you have the basic outline of the content you need to begin adding some visual appeal. A pithy headline in conjunction with an eye-catching logo or lustration is a great start. You need this kind of appeal if your brochure will be handed out from sources of referrals or sent as a direct mail piece to drive cases you way.

If you’re not clear on the content or its reason for existence the reader won’t be either and you’ve just wasted your efforts on something that won’t stand a chance at reaching its marketing goals.

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Natalie J. Armstrong is the Founder and Managing Director of Golden Media, a marketing and consulting firm dedicated to promoting the resolution industry. She is the author of The Essential Guide to Marketing Your ADR Practice and speaks internationally on business development and the successful marketing strategies of the conflict resolution industry. More ADR Practice Development articles and information about Ms. Armstrong and Golden Media can be found at www.MarketingMediation.com.