Q. I have a Web site, so do I still need a firm brochure?

A. I think the two work hand in hand. A firm brochure can be used for many purposes a Web site cannot. Include your firm brochure in direct mailers, use it as a handout at speeches, and display it in your reception area. Make it available whenever and wherever prospective clients may see it.

Q. How can I use information brochures to sell more of my services?

A. There are many good ways to use brochures in your marketing efforts.
Here are my top five tips:

1. Display them in reception areas.

Keep a good supply of brochures on hand in your reception area and invite clients to take extra copies for their friends. Ask referral sources to display your brochures in their reception area. For example, give realtors your tax brochure for homeowners or home sales. Give lawyers a brochure on estate taxes or the tax consequences of divorce. Give day care centers a tax guide for parents or a brochure on saving for college.

2. Use in direct mailings to current clients.

Take a look at your existing clients and the additional services you could be providing to them. Send a mailing to clients who are good candidates for college planning, retirement planning, business advisory services, and so on. Include an information brochure on the topic and an invitation to call your firm for an appointment.

3. Offer free brochures in your display ads.

Run a display ad in local publications, and offer a free brochure on cutting taxes or retirement planning. People who request your free brochure will prove to be excellent prospective clients because they've already expressed an interest in your firm's services.

4. Hand them out at speeches.

Public speaking is a good way to meet many potential clients at a single gathering. But when the presentation is over, you'll want to make it easy for people to contact your firm. Give your audience an information brochure that relates to the topic of your speech, and make sure your name, phone number, and Web site are on the brochure so people can easily get in touch with you.

5. Include in direct mailings to prospects.

Use information brochures in direct mailings to let potential clients know the benefits you have to offer them. You could send a mailing to new homeowners and include a brochure on the tax benefits of owning a home. Or send a brochure on cutting business taxes to local businesses. Invite prospects to contact you for a no-obligation meeting or additional information.