Your brochure is an avenue for your potential clients to see who you are and what you represent. Your marketing brochures give the first impression of your company to nearly everyone who sees it.
Many people won’t read every word of your brochure. Therefore, you need to make the most of the copy you use and you should use elements like headlines to draw people to your marketing brochures. Using full color brochures can help even more to attract people’s attention.
Apply the five elements listed here to transform your brochure from a sales-producing underdog to a sales superhero.
1. Use your headlines to promote benefits. People don’t want to read a big block of copy that is all the same size. Break up your text by using headlines in a different and bigger font than the rest of the copy. A good idea is to use a serif font for the body text and a sans serif font for the headline text to help it stand out. You can ask your brochure printing company to suggest fonts for you if you aren’t sure which to use.
Make sure these headlines tout your benefits to the customers. What can your product do for them? You need to clearly communicate a benefit or solution to a problem you can provide. For instance, a car company that sells a car that gets great gas mileage could use the following headline: “Save $2000 in gas costs this year.” This is a clear message that tells customers how the product will benefit them.
2. Employ a Unique Selling Point (USP). USP is a marketing concept created in the 1940s to state the theory that brands made unique propositions, or points, to customers that differentiated them from their competition, which caused customers to choose the unique seller over the non-unique.
Basically, you need to tell your potential customers how you are different from your competition. What can you offer them that your competition can’t?
3. Educate the customer. People read brochures to gather more information on a product before buying it. Write your copy so that the customer will know more about your product and its key selling points, such as the technology used in it, after they read it. You don’t want to just use fluff and selling statements – teach the customer something they didn’t know.
4. Back up your claims. If you say you’ll save people $2000 a year in gas costs, you’d better prove it. Use charts, quotes, testimonials, endorsements or articles to back up what you’re saying. If you’re going to use charts or photos to verify your claim, you should use full color brochures. The charts and photos will have more effect in color.
5. Include a call to action. Tell your potential clients what to do next – whether you want them to call you, visit your store or visit your Web site. “Visit our Web site for more information” is a clear call to action. Just don’t forget to include your Web site address somewhere close by on the brochure! If you want them to call or visit, include your phone number or address close to where the call to action is. Don’t waste your brochure printing budget by not including the information necessary to contact you!
Visit these pages for more information on brochure printing (http://www.printplace.com/printing/brochures-inserts.aspx), marketing brochures (http://www.printplace.com/printing/marketing-brochures.aspx) and full color brochures (http://www.printplace.com/printing/full-color-brochure-printing.aspx)
About the Author:
The author is affiliated with a company that offers brochure printing (http://www.printplace.com/printing/brochures-inserts.aspx), marketing brochures (http://www.printplace.com/printing/marketing-brochures.aspx) and full color brochures (http://www.printplace.com/printing/full-color-brochure-printing.aspx)
Fri, 23 May 2008 11:43:39 - 100%
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