Brochure Marketing: 12 Tips on How to Do it Effectively
Brochures are the best way to intimately describe your company, your products and services, and your commitment to customer support one-on-one with your customers at a pace they’re comfortable with.
Brochures are teasers, allowing you to reveal just enough information for interested prospects to actually seek you out asking for more.
1. Credibility: People expect a "real" company to have printed sales literature.
2. Time-saving. People want printed material to take home and read at their leisure. Yes, you can direct them to your Web site, but a brochure adds a personal touch, tells your prospect what the product or service can do for them and why they should buy from you.
3. Know What Your Reader Wants. You must write your brochure or leaflet from the reader's point of view. That means the information must unfold in the right order.
4. Motivate your reader to look inside. The first page your reader will see is the front cover. Get it wrong and you've as good as lost the sale. Don’t make the common mistake of couching your services in technical jargon. Think benefits or thought-provoking statements that motivate the reader to pick up the brochure and open it.
5. Contents Page – What’s in it. In brochures of eight pages or more, a list of contents is useful. Make your list in bold and separate it from the rest of your text.
6. Describe Your Product. To help you describe your product draw up a list of product features (facts about your product) and add the words "which means that..." after each point. For example, "The cake is made from an original recipe, which means that...it tastes better."
7. Make it a Keeper. Putting helpful information in your brochure will encourage the reader to keep it, refer to it often or pass it on to other people.
8. Make it Personal. Writing in a direct “I’m-talking-only-to-you” style will increase response. Don't let your brochure sound aloof. Let your reader share your feelings. There's no reason why a brochure about a wood burning stove has to go into the ins and outs of how the stove works.
9. Get Selling...Fast. Remember, not everyone wants to be educated on every aspect of your product or service. Nor does everyone want to know the manufacturing details of your widget. Don't waste their time telling them about things that don't convey a benefit.
10. Talk about your reader's needs. Don’t get carried away with your own interests. Talk about your reader, not yourself.
11. Give Directions. Every brochure should be organized so the reader can flip through the pages and easily find what they want.
12. Ask for Action. Regardless of how you organize your brochure, there's only one way to end it. Ask for action. If you want your reader to respond include an 800 number, reply card, or some form of response mechanism. In fact, to increase your brochure’s selling power you should include your offer and a response mechanism on every page.
Choose to use one of our templates in our online brochure design area, or simply upload your own brochure printing art. Ordering is easy!
