“It would be nice to have a brochure forblank“ Has this question ever crossed your mind concerning your business? Did you dismiss the idea or pursue it? Some might immediately start thinking of negatives, such as “They’re too expensive” or “If I actually spent the money, I wouldn’t be able to make it up in sales.” While it may not be advantageous for certain businesses, it never hurts to toy with the idea of developing a marketing brochure.
An effective brochure begins with you. It costs you nothing but a little time to think about what you do and what you have to offer to potential clients. Get out a notepad and start jotting down ideas. To help, we have put together some pointers for organizing your information. With these 10 guidelines, you should be able to come up with a persuasive presentation for your business. After all, you know your business better than anyone!
- Who Is The Brochure For? THE CUSTOMER. What does it do? IT SELLS. No matter what your product is, you are trying to sell it. Like any marketing effort, this is an investment that you want to get a return on. Make sure your overall goal is to sell.
- Catchy Cover The front cover is what everyone will see. You have to make sure to capture the person’s attention immediately. You will need to give them a compelling benefit or reason to find out more about you. Just write down your main benefit and we can help you during a consultation.
- Benefits Okay, they’ve opened the first flap, now you have to hit them hard with all the benefits you offer first. They need to have a reason to continue reading. When you are compiling this section, don’t approach it with a “I could do this, this, & this for you,” perspective. But rather from a “What does the client get?” mindset. The client wants to know what they can get out of a relationship with you.
- Keep It Simple When writing about your product always remember to write like you’re talking to a good customer or friend. This helps to create more of an emotional appeal, than using strictly business, technical information.
- Get To The Point Don’t beat around the bush. Come straight out and tell the customer what you want them to do. They won’t consider it rude. And if they don’t respond right then, they will probably forget about it.
- Victorious Verbiage Avoid using words that can affect the customer’s overall reaction. Do not use “if” or “maybe” anywhere in your copy. You need to always assume that the customer will purchase your product or service. Also, replace “I,” “we,” and “our company” with “you” and“your.” This puts the text in the customer’s perspective to tell them how your product can make their lives better.
- “YES” Questions Only Don’t ask open-ended questions. Make sure to craft your questions so that the customer’s only response is “Yes, that’s for me.”
- Don’t Be Shy Create the best sales pitch that you can. The customer is voluntarily reading your brochure, unless they are being held at gunpoint (if this is the case, you really need to look into a Marketing 101 course). They want to read sales material, so give them your best shot (figuratively speaking, of course).
- Finish Strong When you have finished writing your sales copy, read back over it and make sure it begins with benefits & features and ends with a strong call to action.
- Mix It Up Try to interconnect all of your marketing materials. Let people know about your newsletter, website, or any other materials you may provide in the brochure.
Once you have a basic outline put together, contact us for a free consultation where we can help you fine-tune your sales copy and create a wonderful design to properly present your product or service.
To view some of our brochure designs, click here.
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