Before you start writing your brochure, you must first ask yourself these questions:
1. Who is my target audience?
2. How can my product/service help them solve their problems?
3. What are the main benefits of my product/service?
4. What do I want my brochures to achieve? What's my "most wanted response"?
• First page/panel - the most important part, because readers see this before any other page/panel. Arouse curiosity here with a powerful headline - and they'll rush to the next page.
• Last page/panel - the second-most important part. Often readers will flip your brochure over to see what's on the back. Here's your second - and maybe only - chance to get their attention. You can do this with a tear-off coupon that offers readers some benefit if they fill out their details and present or post the coupon to you or your agent.
• Most important benefits first - list the benefits of your product/service in order of importance, so readers read the most important ones first.
• "What's in it for me?" - you must keep it interesting. If the contents don't hold a reader, he/she will move on to something else and you've missed the boat.
• Stand out from the crowd - you must include your "unique selling proposition" (USP): why/how you can help your customers solve their problems better than your competitors can.
• Check your tone - your tone must match your target audience. (Selling to teenagers, or company directors?) If not, your customers won't identify with your product/service - use spoons, not forks, to scoop sugar!
• Use proof - include testimonials from happy customers. But only testimonials that mention specific benefits users got from your product/service. "It was great!" is too vague. Readers will ask, "Why was it great?"
• Use more proof - "case studies": a case study is a story outlining how your product/service solved a customer's problem. Also, a photo of your product, and preferably showing your product in use, is powerful extra proof. (Be sure to include a caption below the photo.)
• Close with a strong call to action - tell the reader what action you want him/her to take. "Phone this number …" or "Fill in your details …" or "To get your discount / FREE gift, simply …"
**Six Benefits of a Brochure**
1. Gives you credibility - the person reading the brochure sees you're serious: you have a product/service and you've spent money producing a brochure.
2. Sets you apart from your competition - if you have a brochure, but they don't, or your brochure is more persuasive or useful than theirs, you get the upper hand.
3. Useful - give the reader some reason to keep your brochure, some lasting benefit: perhaps a list of useful addresses and phone numbers.
4. Saves time - potential customers get information about your product/service quickly and easily: they don't have to make a phone call or log on to a website.
5. Gives a foretaste of your product/service - you may have a photo (with a caption) or just a description. This should arouse curiosity, which makes the customer want to find out more.
6. Ideal for lead creation - the brochure must contain contact details: phone number, website address. It may also have a tear-off section on the back fold, where the reader can fill out personal details and send in the coupon for a special offer or more information.
**Format of Your Brochure**
The format depends on the length of your brochure. And there are two basic lengths: (1) a simple double-folded one, which, when unfolded, has three panels on the front and three on the back, and (2) one with four or more pages (often stapled together).
The type of brochure you have depends on how much information you want to include in it, what purpose you want the brochure to serve.
**To Guarantee Results, What Should You Have in Your Brochure?**
As with all effective advertising, you must start with your reader. The focus must be your customer and his/her wants, not your product/service.
Once you know what problems your potential customers have (which your product/service solves), you can write a powerful sales brochure.
And remember, always stress benefits, not features - "features" are what your product/service is; "benefits" are what your product/service does for your customer, how they improve your customer's life.
For example, you're not selling perfume - you're selling sophistication!
ฉ 2006 Eldo Barkhuizen BA, HDE
Eldo Barkhuizen, www.1stcallcopywriting.com, is a direct response and web copywriter based in the UK. Using tested, powerful strategies he will help you transform your website into a 24/7 money magnet.