If you’ve visited smays.com more than once, it was because of something you read here. Some idea that I expressed or someone else expressed and to which I linked. Frankly, there’s nothing else to do on this blog but read what I have written or pointed to.
Our company just spent a few sheckels (I have no idea how many) on some new brochures for one of our new business units. They look terrific. And the copy is pretty well written. But —if we believe Seth Godin— nobody is going to read them:
The thing you must remember about just about every corporate or organizational brochure is this: People won’t read it. I didn’t say it wasn’t important. I just said it wasn’t going to get read. People will consider its heft. They might glance at the photos. They will certainly notice the layout. And, if you’re lucky, they’ll read a few captions or testimonials.
He’s right of course. And we all know this because we don’t read the brochures that others hand or send to us. We put them in drawer or file until the next “clean up” day and then we haul them down to the dumpster. So why do we spend the time and money? Because we need something that tells people about our company/product/service and a nice brochure can be farmed out and done once and everyone stays “on message” by reading or handing out The Brochure.
The best brochure is stillborn. Dead at birth. A good business (or personal) blog, on the other hand, is a living thing. It grows and changes and reacts and responds to the world around you. I happen to believe this is equally true of “brochure websites.” That’s why good blogs get so much more traffic than static, change-once-a-month websites.
Anybody with a copy of PageMaker and a color printer can make a brochure. Some nice photos…a cool font…a clever logo…we’re done. Blogs are never done.
But I’m betting your customers –current and prospective– are more interested in the idea you have today than the ones you had six months ago that made it into The Brochure.
Update: It took just a few hours for Andrew to demonstrate that there are times when a nice brochure or flyer is the way to go. In this instance, he’s developing a piece of property and he needs a way to show people where it’s located and what the site will look like once it’s complete. Today’s Lesson: Not everything is a blog (and I must not be so quick to generalize).