Great marketing is your truth, shared.
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It's something that you need to ingrain
and bring into the business consistently.
Doing the work, that's what you need for success.
Hello everyone, it's Finola Howard again
from How Great Marketing Works.
And today I want to talk to you about brochures.
And it's an interesting thing to talk about
because normally I don't advocate them at all.
Because, too often in the past,
your default position after you got your logo done
and after you got your website,
or maybe even before you got your website,
you reckoned you had to have a brochure,
because that's what was always done.
But I always question this.
I always wonder, are you sure you're doing it
for the right reasons?
Because I'm always worried about
making strategic marketing decisions
based on what was done before.
It should never be based on the decision
of what was done in the past.
Because we're creating a new future.
And in the age that we're in,
which is a digital age,
and we're so used to getting things digitally,
I do ask the question of the need for the brochure,
because it often dates, and dates very quickly.
But at the same time I also like the idea,
and a quick nod to Marty Neumeier here,
which is when they zig, you zag.
So if everybody else isn't sending brochures,
then it's time to consider it.
But once you consider it,
it's because it makes sense
as a connection point to your customer.
And the reason I bring this up today,
is in the mail, love getting stuff in the mail,
in the mail, I got a parcel.
Just a simple envelope
and it came from one of the people
on the Get Strategic... Get Results! Program.
And this is a shout out to Quarryfield
and Michael Doherty whose business it is.
He sent me this.
And I know you probably can't see it because it's embossed,
but this is an example of a choice that was made
for a brochure that was something special.
Because what Quarryfield does is something special.
It's horse breeders,
and Michael wanted to do something special
to show what they did, to tell a story.
And so this is not a brochure,
this is Volume I of a story.
And I love that he took that approach.
This is a unique approach to doing brochures
and sharing people the story.
And so when you get it, it's very beautifully done,
in a really unusual size,
but it's also white and it's embossed
with the name and the brand of Quarryfield.
And underneath it, you can just see, Volume I.
He wanted to do something special
because he wanted to story-tell.
And I really like that he did that.
And let me read for you a piece
on the inside of the brochure,
because it's a way of doing it differently.
So, "It's all about the mare... "
is how he starts it,
and there's a beautiful picture of a mare
and the harness on the head of the mare,
which I know I'm calling it incorrectly,
but let me read for you,
"Each new mare in the life of a breeder
"takes you on a different path and brings new learnings.
"They introduce you to new approaches,
"new people and new markets.
"The birth of a foal creates great suspense,
"and instantly opens up a new world of possibilities.
"In an industry where stallion brochures are abundant,
"I felt it was time for a brochure
"dedicated solely to mares.
"The mares of Quarryfield.
"Without mares, there are no breeders.
"These mares do so much for us as breeders,
"and therefore I feel it's fitting
"to profile them in this manner.
"Sincerely, Michael Doherty."
And he goes on to share these beautiful images
in this beautiful book,
of the names of these amazing horses, these amazing mares,
that help you understand the work of Quarryfield.
And if you were somebody who was interested
in buying from a breeder,
I think you'd be interested in this brochure.
And this is a wonderful way of tackling
that whole area of datedness.
Because this is Volume I,
which means there's more of the story to tell.
So how can you look at your printed materials differently,
in a way that tells a story that has meaning,
that has humanity, that can connect
with who you're trying to reach,
and tells it in a way that will tug at their heart strings,
and yes, ultimately, we want it to tug
at the purse strings too,
but that tells a story that can build a brand.
That's what I want you to think about today.
Thank you for your time, and thank you Michael
for sharing this wonderful book with us.
Have a great day, and if you want to see more,
and hear more from me and How Great Marketing Works,
subscribe by hitting on the red button,
just in the bottom right hand corner.
Have a great day.
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