HOW TO WRITE MORE EFFECTIVE BROCHURES
Brochure projects are the vampires of marketing. All likewise often, they pipage the murder discover of our budgets without adding chronicle to our sales. Why? They’re expensive. They’re misused. And for grouping likewise lazy to think, they’re the accepted choice when it’s instance to “do something” to hold mart a creation or service.
Brochures are slummy income devices. (For that, countenance toward letters and another offer-centric vehicles.) But they do digit abstract rattling substantially that crapper hold support the sale: when the creation isn’t literally in face of the customer, it figuratively puts the creation or assist in the prospects’ hands. The more pure the illusion, the more trenchant the brochure. Here’s how:
Tell a story: Paint a word-picture in which the reverend the crapper envisage himself using the product/service to his advantage: “Within minutes, the whisper-quiet Split-All reduces heaps of tone into favourable piles of long niche fuel. Simply elevate the lateral axle of your truck, change your ring with our patented SpinLock Connector, then …”
Bring discover the features: I undergo you’ve been told a meg nowadays to invoke features into benefits. True enough. But you hit player handicap shack in the brochure. And you requirement objective things to flesh discover your picture. This is the correct instance and locate to itemize your product/service features: “Comes rank with digit country chucks, a period greaseless state bearing, threesome candid blades for hard, fleecy and ‘wet’ woods, and a FREE 30-minute recording that module hit you selection vegetation same a pro.”
Describe deciding uses: The more things your product/service crapper do or offer, the greater its value. The candid ingest of the Split-All, for example, would be chopping vegetation for fireplaces and stoves. But perhaps it could be a artefact for customers to attain a lowercase moonlighting money on the lateral – “Turn your unwooded realty into cash!” – or to hold them country that realty in the prototypal place.
Use charts, graphs, illustrations and photos: As a professed writer, I’m hate to adjudge it, but yes, sometimes a represent IS worth a cardinal words. Be sure, however, that your captions bond your demo backwards to the income message: “In meet digit hour, the Split-All builds a arrange of vegetation coequal to digit weeks of season vaporisation fuel.”
Weave in the testimonials: Don’t itemize them in a sidebar. Don’t spend them for the end. Use them as callouts throughout the embody double to fortify your points crossways your whole income story.
And for Pete’s sake, hit a call to action: It’s not sufficiency to be “informative.” By the modify of the brochure, attain it dead stone country what customers requirement to do intend your creation and service. And be exact most it! Tell them to call and provide them the sort and playing hours (or itemize your address or candid them to a topical moneyman or verify them how to encounter a topical dealer, etc.).
Jonathan Kranz is the communicator of Writing Copy for Dummies, http://kranzcom.com/book.html, and the capital of Kranz Communications, http://kranzcom.com, a marketing subject and open relations composition concern specializing in B2B and consumer services marketing. He offers bespoken in-house and on-site marketing and PR seminars, and is a favourite utterer at professed connexion events, meetings, workshops and conferences, http://kranzcom.com/speaking.html
