Designing Your Brochure To Sell
Designing Your Brochure To Sell, Why you need a brochure in the digital age. A professionally produced brochure suggests a high budget and an established reputation.
Further brochures are a versatile marketing tools. You can distribute them at trade shows, put them in brochure racks, send them via direct mail, all of these create a physical interaction that should subconsciously create a connection.
A brochure should not be more than a few hundred words in length, so your message must be short and concise.
Here are eight tips for writing a brochure that signals professionalism and competence—and spurs your readers to action.
You Must Plan
Most brochures follow a standard format. The 3 side format, this the front middle and back panels.
- The front panel displays the company logo & headline, the inner panels.
- The inner panel is where you make a case for the product/service using supporting facts & details,
- The back panel contains contact info and a call-to-action.
(At the end of this post, I’ve included a cheat sheet of content types you can put in your inner panels.)
How To Write For Sucess
Identify your target persona for the brochure including age, gender, location, role, income, interests and challenges.
This information will help you be consistent with the tone, language, and content of your brochure. It’ll also help you choose a call-to-action that appeals to your readers.
Make note of where your target audience is in the buying cycle. Meaning is this the first time they will be introduced to your company. Or do they know you already and this a new product. You don’t want to waste too much space going on about the history of your company if your readers have done business with you before.
Consider the level of understanding your prospects already have about the topic. Are they experts, novices, or somewhere in between? Keeping this in mind will help you avoid alienating readers by talking down to them or confusing them.
Write A Killer Headline
Your headline will determine if your brochure will be picked up and read or tossed aside.
Use a headline that has something to do with your product, nota statement such as “want to smile” unless of course you are a dentist and it is noticable from your logo.
Provoke a reader’s curiosity without being vague. Have a headline that draws your prospect in by using a conversation style headline such as below.
- Scared of the Dentist? Learn How Sedation Dentistry Can Help
- The Ultimate College Prep Checklist: A Four-Year Plan for High School Freshmen
- 8 Reasons to Think Again Before Buying a Foreclosed Home
Use “power” words like free, quick, easy, results, exclusive, proven, etc. What they lack in originality, they make up for in effectiveness.
Be Short And Concise
Your brochure should focus on one product or service. A trifold brochure only has space for about 350-450 words, so keep words, sentences and paragraphs short. Edit ruthlessly and include only the most relevant information, leaving room for white space and images.
Large unbroken text look intimidating to readers. Never put more than a couple of paragraphs in a row without introducing something else to break up the monotony, such as a subhead, bullet-point list or image.
Use 1-2 Typeface
The typefaces you choose should be easy to read and consistent with your branding. If you would like to use two typefaces though I strongly don’t recommend at least make sure they compliment each other complementary font pairing.
Give A Reason Why The Taker Will Want To Keep The Brochure
If you can, include a handy reference of some kind in your brochure to dissuade readers from throwing it away—for example:
- a map of a town marked with top attractions
- a “normal body weight” chart based on the reader’s height
- a list of program-specific student scholarships
- a cheat sheet for first-time home buyers in a specific city
Also consider printing the brochure on high-quality glossy paper to boost its perceived value.
Lead Your Reader To To Take Action
The goal of your sales brochure should be to make the reader take action.
This call-to-action is usually placed on the last panel of the brochure, along with the contact info.
The following are some example actions you might want your readers to take:
- Sign up to your email list for a free white paper
- Visit your website to make a purchase or sign up for a program
- A free consultation
- Scan a QR code to download an app
- Enter for a chance to win
- A Freebee
- A Sale
Proof Read Your Brochure
No matter how much effort you put into your messaging and design, errors and inconsistencies in your printed literature can kill your credibility.
Verify that the tone of your brochure matches the rest of your brand messaging such as your graphics and price.
Informational brochures (which may take the third-person point-of-view), If you are a sales brochures use second-person to build rapport with the reader.
Don’t Miss A Step Review Before You Print
Before the brochure goes to print, check that your logo and contact information are present and error-free. Also look for details you may have forgotten to include, such as:
- Purchasing info—how to place an order, accepted payment types, guarantees, warranties, refunds, shipping, etc.
- Visitor info—accessibility for people with disabilities, hours of operation, seasonal times, admission rates, group sizes, pets, directions, etc.
- Legal info—copyrights, trademarks, registration marks, disclaimers, etc.
For inspiration, here’s a cheat sheet of content types often found in sales brochures:
- Descriptions of products, services, exhibits or attractions
- Features & benefits
- Product specs
- Pricing charts
- Pros & cons
- Itinerary (e.g. winery tours)
- Narrative (e.g. history of a winery)
- How a product works
- How a service is delivered
- How to do something
- Checklists & questionnaires
- Images, illustrations, charts, graphs & maps
- Frequently asked questions
- Company blurb
- Social proof: case studies, testimonials or media quotes, client list, executive bios, etc.
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