Ideas for Better Brochure Content
The purpose of your brochure is to sell your company to your customers; therefore, every aspect of a brochure should be purposed to sell. Start with a cover that draws them in and keep them going with strong content and interesting graphics. Here are some ideas for making your print brochures effective selling machines.
Write Your Brochure to Your Customer
Take out the "I", "me," and "mys." Potential customers want to know how they will benefit from your business. Your print brochure should be filled with "you" statements that make it clear why they should choose you.
Use Emotional Appeal to Sell
You can try to talk your customers into buying your product and it may work, but an emotional appeal is much more likely to produce a sale. If you can get a reader excited about your product, then you are on your way to a much more stable client relationship.
Use a Provocative Question or a Benefit Statement on the Cover
Few brochure printing pieces will be opened without a good reason. You can give your potential customers a great reason by engaging their curiosity. Give a vague but pointed benefit statement that is connected with the text within the brochure. Or you can ask a provocative question that is to be answered within.
Fill Your Brochure with the Benefits Provided by Your Business
Many times the benefits you provide will produce the emotional appeal you need to make a sale. Instead of listing all of the features of your business, list the ways that those features will change their lives. For instance, tell readers how your particular set of knives will cut down their time in the kitchen and make them the envy of friends and family.
Use High Quality Materials and Creators
The overall appearance of print brochures will affect how your business is portrayed. Poor quality graphics or printing will give a bad impression. The same is true of amateur writing, so you may want to hire a writer to write the body of your text. If you do write your brochure, though, avoid cliches and overly technical lingo. Write as if you were talking to a friend.
Be Blunt with Your Call to Action
You will not come across as pushy by stating a clear call to action. People forget to make the call if they wait. Encourage immediate action on the part of the reader. Tell them to call, come in, or check out your web site, now! Include an incentive for promptness. Give a discount for the first ten customers that call or a special that last for "the month of June only!"
Assume That Your Print Brochures will Lead to Sales
The only questions you should use are the ones that answer "yes" or "that is me." Do not use the words "if" or "maybe." Your confidence will carry over into your writing and will more likely result in a sale. And let that confidence give you incentive to be prepared for an onslaught of new customers. Nothing will encourage consumers even more than a company that can easily handle their questions and order without delay or panic.
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