5 tips for writing better brochures

The saying 'content is king' has never been more true in the age of the Internet, where the marketplace is saturated with information and advertising. To make your marketing strategies more effective, small businesses have to come up with more engaging content that suits their customers' needs. Here are five tips on writing marketing brochures that will support your online marketing efforts and increase your sales.

Know what your reader wants

Write your brochure or leaflet from the reader's point of view. What are your readers' concerns? What does someone need to know before making a purchase?

Try writing down all of the questions you hear from your customers, and answer them in your collateral materials. You can do this in Q&A/FAQ form, outline form, or narrative form, as long as the writing is clear and the questions are answered.

Motivate your reader to read more

The first page your reader will see is the front cover. Get it wrong and you'll likely lose the sale. Start with the benefits of your product, or use a thought-provoking blurb to motivate the reader to pick up the brochure and open it. Tell readers there's something inside just for them - an exclusive invitation, a free report, a special discount, or advance notice of sales. Don't just put your company logo or product name on the front. That alone doesn't accomplish the goal.

List the contents

In brochures of eight pages or more, a table of contents is essential. Design it so that the table of contents stands out from the rest of the text. Use the contents to sell the brochure. Don't use mind-numbing words like "Introduction" or "Model No. A848DHGT." Use your key sales points in your headings and make sure the individual categories are clearly marked and easy to find.

List your product's benefits

Purchasers care about benefits, not features. To develop a list of benefits, write down product features 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." Or, "The car has a 300 horsepower engine, which means that it goes faster." Reword these sentences into a concise and attractive paragraph.

Make the brochure 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. If you're selling paint, you can provide hints on colour schemes, painting how-to information, tips from the pros, or other information. If you're selling skin care products, you can give your readers tips on how to combat pimples, dry skin, fine lines, and wrinkles.

By Allbusiness.com

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