6 Must-Have Elements of a Powerful Brochure

Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool.

1. A Benefit-Filled Headline. On the cover of most brochures you'll usually find nothing more than the company name, logo, and maybe a quick slogan like "committed to excellence". This isn't horrible, but there is a much better way to enhance your brochure. If you want to turn your brochure into a powerful sales tool you need to grab your prospects attention immediately. You do that through a benefit-loaded headline.

A benefit-loaded headline is a headline that clearly and powerfully communicates a desirable benefit that your product or service offers your customers. For example a benefit-loaded headline for a heating and cooling company would be "How the New XYZ System Can Shave $800 Off Your Utility Bill This Year". This headline is clear, specific, and powerful. If a customer were in the market for a new heating or cooling system this headline would draw the prospect into the brochure.

2. Educational Content. Prospects read brochures because they want to make the best possible buying decision. Usually when someone reads a brochure, they are hungry for knowledge about your product or service. Make sure your brochure is written in such a way that your prospects will know more about your product or service after they read the brochure than they did before.

3. Unique Selling Proposition (USP). A USP is something that separates you from your competition. To be ultimately effective you want your brochure to cause prospects to lean toward your company instead of your competitors. Your USP is a statement that either your competitors can't, or aren't saying. A popular old USP that you'll recognize is "Delivered in 30 Minutes or It's FREE!" This USP was effective because nobody else was saying it.

4. Proof. Anytime you make a statement regarding the benefits that your product will bring, you need to back that statement up with proof. Testimonials, quotes, charts, graphs, pictures, endorsements, and articles are great ways to prove your claims and cause your prospects to believe what you are saying. Remember that most people are skeptical initially, but you can overcome that skepticism with proof.

5. A Low-Risk Offer. After a customer has read your USP, your educational content, and your proof, you need to encourage them to take the next step in the buying process.

The next step could be to make a purchase, to call for more information, to set an appointment, or whatever. Whatever the next logical step is you need to invite your prospect to take it, and make them feel comfortable about taking it. If you want them to make a purchase, mention a money-back guarantee. If you want them to call for more information, reassure them that they won't be pressured. You need to try and remove all of the possible barriers that would prevent a person from taking the next step.

Incorporate as many or these elements as you can to ensure your brochure leads your prospects closer to making a buying decision.

Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com [email protected]

In The News:

A symphony of art and advertising  The New Indian ExpressArt director Jaison Antony's foray into the big world of advertising began quite early, to be precise when he was in class 9.
No TRP and no advertising is bigger than national interest: Kalli Purie  Exchange4MediaIndia Today Group bagged 19 awards in various categories at enba 2019.
Agency leaders in India on how the advertising landscape will evolve for them and their clients in 2019  The DrumIndia has become one of the most enticing consumer markets in the world in recent years and advertising agencies in the country have monetized on the market ...
Advertising with paramotor scares Civil Lines residents  The TribuneTribune News *Service*. Ludhiana, February 17. Around 3 pm, residents of Civil Lines, Ghumar Mandi, Ferozepur Road, were scared to hear loud chopper-like ...
Despite the negative public perception, advertising can be a force for good  The DrumFigures from the Advertising Association's Lead conference recently made for rather chilling reading, with advertising's public favourability standing at a record ...
No wine. No code. No playlist. Is Spotify's alcohol advertising tone deaf?  SBS NewsThere's been a long term push to ban alcohol advertising in Australian sport. Should the same scrutiny be applied to streaming platforms like Spotify?
Advertising is facing a historic shift. Can Australian media keep up?  CrikeyJust as Mad Men documented the historic shift in advertising from print to television, more prosaic figures released by ACMA late on Friday show the speed and ...
Mediacorp 'radically restructures' advertising rate  Marketing InteractiveMediacorp said the restructured TV rate card has also been optimised for parity with digital media, resulting in potential savings of up to 80%.
Row over retrospective plans for sign advertising new housing development  Northumberland GazetteResidents and parish councillors are opposed to an advertisement for a new housing development in a north Northumberland village.
Advertising spend to grow by 14% to Rs 80,678 crore this year  Economic TimesThe advertising market is likely to grow at 14 percent to Rs 80,678 crore this year, the fastest growing market globally, driven by strong macroeconomic factors, ...
Coca-Cola takes lead in advertising by signing deals for IPL & World cup  Economic TimesCoca-Cola has taken a big lead over arch rival PepsiCo in advertising, having signed sponsorship deals for the upcoming IPL and World Cup.
How Paid Search Can Become a Top Advertising Strategy for Brands and Retailers  AdweekEven though retailers already spend the majority of their advertising budget in digital, 80 percent of their co-op funds have traditionally gone into non-digital ...
How to Get Millenials to Trust and Respond to Your Advertising  ForbesOne in six millennials have $100000 in savings. And if you want to attract the attention of this rather affluent, very large group of young consumers, you need to ...
18000+ Android Apps Caught Violating Google’s Advertising ID Policies  Fossbytesn a recent report, it has been revealed that devices of millions of Android users around the world might have been compromised owing to popular apps sharing ...
Big brands like Unilever and Marriott are taking more of their advertising in-house than ever before, and a whole new cottage industry of companies is trying to cash in on the opportunity  Business InsiderAs more big brands take their advertising in-house, a new crop of companies is emerging to help them pull this off.
3 Ways Content Creators and Advertisers Can Build More Sustainable Relationships on Social  AdweekIt's no secret, the economics of online *content* has many publishers and creators relying solely on digital advertising as their single source of revenue. But digital ...
Princess Launches First International Advertising Campaign for Asia  Cruise Industry NewsPrincess Cruises has launched its first international advertising campaign developed and produced specifically for Asian markets, titled "Princessa.".
Big Drop In Advertising Giants Shares  ForbesWPP, Interpublic, Omnicom and Publicis Groupe are in a bit of a trouble. Their stocks have been affected and there is a significant drop in their share value.
MannKind - Scripts, Advertising, And Cash  Seeking AlphaAdvertising has slowed again. Afrezza scripts came in at less than 600. Cash sits at about $55 million.
Unified measurement system will help drive advertising growth: Madhusudan Gopalan, P&G  Exchange4MediaAt the unveiling of the Pitch Madison Advertising Report 2019, Gopalan, MD & CEO, P&G India listed out three important steps for the industry to ensure growth ...
RAF advert that challenges sexist advertising to debut on Channel 4  The IndependentA Royal Air Force advert that challenges stereotypes about women is set to make its television debut, as new research reveals how sexism is rife in commercials.
UK broadcasters face advertising tipping point, new study finds  The GuardianBroadcasters are facing a tipping point in the next five years where a faster decline in traditional viewing will make TV campaigns too expensive to be ...
18,000 Android Apps Track Users by Violating Advertising ID Policies  BleepingComputer18,000 Android apps with tens or hundreds of millions of installs on the Google Play Store have been found to violate Google's Play Store Advertising ID policy ...
Taco Bell Nearly Doubles Television Advertising Spend in January  Skift TableNote: With advertising being such a large part of the restaurant business, Skift Table continues to look at the top spenders on television ads for the.
What print media needs to do to win back advertisers' faith  ETBrandEquity.comPrint ads will be more effective if they complement digital campaigns and entice readers to interact with brands online, says Vanita Keswani, CEO, Mad..
Retailers, fashion brands struggle with racial insensitivity  ETBrandEquity.comRetailers and top fashion brands like Gucci and Prada keep apologizing for products that smack of racial insensitivity.
'India Size' garments may hit the shelves soon  ETBrandEquity.comIn March, the government will launch an exercise to measure a group of people to prepare a comprehensive 'India Size' chart, which can be adopted by t..
Amazon Has a Big Advertising Business. Walmart Wants One Too  Gadgets 360Having watched Amazon.com build a massive advertising business, brick and mortar stores are looking to do the same.
5 Facebook Advertising Hacks for your Health and Fitness Brand -- or Any Brand  EntrepreneurWe're now two months into the new year, and as a health and fitness ecommerce brand, we see continuing evidence that there's never been a better time to use ...
Google shows Pakistan flag when searched for 'toilet paper'  ETBrandEquity.comThe glitch on Google Search results was noticed a couple of days after the February 14 terror attack in Pulwama district.
Comedian Helen Lederer reveals she cleaned up by advertising dishwasher tablets on TV  Daily MailComedian Helen Lederer says the best money decision she ever made was buying a property in North London when she was young. Lederer, author of comedy ...
Next on Netflix: Advertising?  eMarketerNetflix is still the king of streaming, but will its subscription-based model be able to sustain the business as cheaper, ad-supported platforms enter the streaming ...
TV networks push for review of 'outdated' election blackout ad rules  Sydney Morning HeraldTelevision networks are pushing for an overhaul of contradictory rules that stop them from broadcasting political advertising days before an election, but don't ...
Coconut juice maker's advertising sparks breast size kerfuffle  Chinadaily USAThe market watchdog in Haikou, Hainan province, has launched an investigation into Coconut Palm Group, a beverage maker, for allegedly publishing illegal ...
Women filmmakers have record showing at Berlin Film Festival  ETBrandEquity.comThis year's festival, also known as the Berlinale, was rich with global women telling female-focused stories.
Michael Cullen: 'Activist advertising must practice what it preaches or risk damage'  Independent.ieControversy can boost revenue but brand activism isn't for everyone and must be handled with care. Nike ads captured the zeitgeist with American footballer ...
Burger King’s Week of Being Misunderstood Just Ended With Advertising’s Best Reunion in Years  AdweekIf you thought Burger King's Super Bowl ad featuring Andy Warhol was “advertising for people who work in advertising,” then wait until you see this one. In a new ...
Google: Still ‘early days’ for performance advertising on YouTube  Marketing LandDeveloping the advertising business on YouTube continues to be a huge focus for Google. On its fourth-quarter earnings call Monday, company executives said ...
CBS Shows Advertising Gains From OTT Platforms 02/18/2019  MediaPost CommunicationsCBS is currently showing stronger traditional TV advertising results, and says it has also gained in ad revenue from its OTT platforms CBS All Access and ...
Amazon's Promising Advertising Growth Story  Seeking AlphaAmazon.com Inc. is making serious inroads in the global digital advertising business. Covering the expected growth of this lucrative market on a macro level. Ho.
Broward judge violated rules by advertising Democratic endorsement, commission says  Miami HeraldA Broward County Circuit Court judge violated Florida's Code of Judicial Conduct by revealing his party affiliation and advertising a Democratic group's ...
Taranaki Rugby advertising for forwards coach after Paul Tito's departure  Stuff.co.nzTaranaki Rugby are looking for a new forwards coach after the departure of Paul Tito, who has taken up a role with Pau in France. An advert for his role was ...
Content marketing is 'not advertising', says IAG marketer  AdNews*Content* marketing is still massively misunderstood, including by people in senior roles, and could fill a gap left by dwindling community newspapers, says IAG ...
In-game Advertising Market Revenue || Global Forecast to 2029  Financial StrategyThe report aims to provide an overview of Global In-game Advertising Market with detailed market segmentation by product/application and geography.
Women's Student Union criticizes pro-life advertisements on OCCT buses  Binghamton University Pipe DreamAn advertisement on Off Campus College Transport (OCCT) buses ignited controversy last week after the Women's Student Union (WSU) spoke out against a ...
Amazon Knows What You Buy. And It’s Building a Big Ad Business From It.  The New York TimesThe online retail giant is taking advantage of what it knows better than anyone: consumers' online shopping habits.
Jeff Bezos used to hate spending money on ads, but told employees in November he 'changed his mind'  CNBCAmazon used to reject the need for ad spending, but Jeff Bezos has changed his view and turned the company into a major advertiser.
Idyllic ad-free world highly improbable  The AustralianI would say that the days of advertising as we know it today are numbered. We need to start thinking about a world with no ads.
Big brands are taking more of their advertising in-house than ever before, and a whole new cottage industry of  Business Insider IndiaChristian Alminana/Getty Images for Cannes LionsUnilever CMO Keith WeedAs more brands take their advertising in-house, a new wave of companies is ...
The case against behavioral advertising is stacking up  TechCrunchNo one likes being stalked around the Internet by adverts. It's the uneasy joke you can't enjoy laughing at. Yet vast people-profiling ad businesses have made ...
'Gingers deal with enough': The best complaints rubbished by the Advertising Standards Authority  NewshubFrom 'mangling' of the anthem to use of the word 'Techmas', here's what got our goat.
Marketers are Shifting Advertising Budgets to LinkedIn  Search Engine JournalMarketers are reportedly shifting advertising budgets away from platforms like Facebook and Twitter, and spending more on LinkedIn ads. According to a ...
Apple and Google waged an advertising duel at the Grammys: Monday Wake-Up Call  AdAge.comChildish Gambino starred in a Google ad that aired on CBS during the Grammys, while Ariana Grande was in an Apple ad.
CAP rolls out new rules to stop advertisers targeting gambling ads at children  The DrumThe Committees of Advertising Practice (CAP), which is responsible for writing the UK advertising codes administered by the Advertising Standards Authority ...
PICTURES: 'Ndinyengeiwo' Girl Attracts Advertising Appearances With Steward Bank, JanJam ⋆ Pindula News  pindula.co.zwUse EcoCash to buy NetOne & Telecel airtime online. Tap here · WhatsApp · Tweet · Share94. Lorraine Guyo, popular for her Ndinyengeiwo video that went viral ...
Major businesses stop paying for ads with Daily Mail after transphobic articles  Gay Star NewsMajor businesses have pulled their advertising with media website Daily Mail after it published a story that incorrectly identified a double child murderer as trans.
NHS England to ban GPs from advertising private services  The GuardianGPs are being banned from advertising private healthcare services in their surgeries and from allowing for-profit family doctor firms to offer care there, amid ...
Roundup: Equity in business workshop / Top advertising student / Chicken recall  Greater Baton Rouge Business ReportMovEBR business: Mayor Sharon Weston Broome will host a MoveEBR-focused Equity in Business seminar on Tuesday, from 5:30 to 7:30 p.m., at the Main ...
Dabur's Valentine's Day campaign '#ToMyBeeloved' prioritises self-care  ETBrandEquity.comAs the day that celebrates love is here, it's exciting to see brands all over adapting to it. With a plethora of campaigns taking up the media, there are a few that ...
Amazon, Spotify and the Financial Times to judge The Drum Digital Advertising Awards 2019  The DrumAmazon, Spotify, and the Financial Times are among the judges for The Drum Digital Advertising Awards 2019.
Telstra introducing 140 oversized payphones in Adelaide with LCD advertising screens  The AdvertiserUp to 140 oversized payphones with 75-inch LCD advertising screens are set to call Adelaides footpaths home without council approval.
Internet Advertisement Market by regions, with sales, revenue and market share of Gas Turbine Services, for each region 2023  Journal WorldwideInternet Advertisement market Report Description: Internet advertising is a form of marketing and advertising which uses the Internet to deliver promotional ...
Advertising for 3 new trash trucks up for Monroe council approval  Monroe News StarMonroe's Public Works department will ask the city council to approve advertising for bids for three new trash knuckle boom loader trucks.
For retail advertisers, Shopping ads continue to overshadow text ads  Search Engine LandShopping ads show no sign of softening, according to two reports on fourth-quarter search spending trends. The findings. Marin Software, which aggregates ...
Brewing brand's 'six beers' tweet broke advertising code, rules alcohol watchdog  mUmBRELLA*A social media post encouraging customers to drink six beers has been banned by the alcohol marketing watchdog. The Southern Bay Brew Co, based in.
Pittsburgh, Lamar Advertising bicker in court over Mt. Washington billboard  Tribune-ReviewLegal arguments reignited Thursday over the large Lamar Advertising sign looming over Pittsburgh from atop Mt. Washington. A Pittsburgh attorney argued that ...
Job advertisement specifies that applicants must be willing to provide abortion services  Independent.ieThe National Maternity Hospital has advertised posts for consultants in anaesthesia, obstetrics and gynaecology for those "willing to contribute to the provision of ...
Japan announces casino advertising restrictions  CalvinAyre.comJapan is making progress toward introducing the first steps of its newly approved integrated resort (IR) industry. While it has yet to launch the official bidding ...
ADVERTISING CHINA'S THUGGISH 'SOCIALISM'  Herald SunPromoting China's communist regime to Australia's 1.2 million ethnic Chinese:
‘Lady Tank’ guilty of forcing teen into prostitution in Lexington, DOJ says  The StateIndia Cuyler, aka “Lady Tank,” pleaded guilty in federal court to using a cell phone to advertise and force a teen into sex. The incident happened at a Lexington ...
Online job advertisements increase throughout New Zealand | 1 NEWS NOW  TVNZThe number of job advertisements rose by two per cent in the December 2018 quarter.
ISBA rebukes IAB's Clickheads ad: 'rip up this campaign before it does any more damage'  The DrumIsba, the voice of British advertisers, has voiced its displeasure at a provocative campaign from another UK advertising body, the IAB, which is urging 'clickhead' ...
Man duped of Rs 90,000 through OLX advertisement  Times of IndiaLUDHIANA: In third such incident in past 9 days, a fraudster has duped another city resident of Rs 90000 on the pretext of selling Royal Enfield moto.
Comerica Bank Has $12.64 Million Stake in Lamar Advertising Co (LAMR)  Fairfield CurrentComerica Bank grew its position in Lamar Advertising Co (NASDAQ:LAMR) by 0.4% in the 4th quarter, according to the company in its most recent Form 13F ...
In search of bigger brand budgets, Amazon is beefing up its brand metrics  DigidayAmazon is trying to prove to marketers that it can not only sell their products but sell new customers on buying their products with a new metric.
DTC brands are running into TV advertising’s legacy limitations  DigidayIn response to Facebook's ever-rising ad costs, direct to consumer marketers have flocked to TV. They're now finding the traditional media platform comes with ...
Victoria’s Secret model says she was ‘dragged’ into advertising Fyre Festival  Metro.co.ukShanina Shaik has revealed her heartache at watching the Fyre Festival documentary, after she was one of the models involved in the promo of the failed event.
Facebook continues to allow advertisers to promote anti-vaccination content amid pressure: Report  BGR IndiaFacebook has enabled advertisers to promote anti-vaccine *content* to nearly nine lakh people interested in “vaccine controversies”, the media reported.
Artificial Intelligence Meets Online Advertising At Trade Desk  Investor's Business DailyThe intersection of artificial intelligence, cloud computing and online advertising is where Trade Desk has set up shop. Trade Desk stock on Thursday hovered ...

Graphical LED Display

Graphical LED Displays utilize high-resolution graphics and video to transmit... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

How To Write Kick-Ass, Profit Pulling Adverts For Your Business?

Doesn't that just grab you by the eyeballs and make... Read More

LED Score Boards

LED scoreboards can be utilized in most of the sporting... Read More

What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that... Read More

Dont Be a Secret Agent

This tactic of the game was hard for me to... Read More

How to Create Ads that Sell with Little Effort

One of the main problems people find with marketing, is... Read More

Organizing Business Cards for Effective Contact Management

Now that you've had colorful new business cards printed, and... Read More

What To Do With Your Business Cards

Without a plan to distribute your cards, there's no need... Read More

3 Simple But Powerful Off-Line Advertising Strategies

There are several ways to advertise and get the word... Read More

The Key To Marketing New Ideas!

Imagine tossing a pebble into a crystal clear pond on... Read More

B2B Marketing Health and Elder Care Services

Quality Care Options is an established company advocating for the... Read More

Why I Like The Ads I Hate!

It's been said that the antidote to liking/loving is not... Read More

Unlock The Power Of Online Groups

Yahoo Groups: I see countless marketers on shoestring budges turn... Read More

Crazy Ads? Maybe Youre Just Out of The Demo!

My father called me to complain, again. He's 82 and... Read More

Creating a Winning Logo

Creating a logo to get you noticed.When you're branding a... Read More

Moving Message Display

Moving message display are designed to be installed into environments... Read More

Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More

Cable TV Advertising; Mobile Detailing Customers

If you own a mobile detailing business or mobile car... Read More

How To Write More Powerful Brochures, Leaflets, And Catalogues

Probably the most interesting thing about brochures and leaflets is... Read More

How To Make Your Yellow Page Ads Work

I hear it often, "advertising in the Yellow Pages directory... Read More

Double the Effectiveness of Your Company Brochure

Let's face it - most brochures go straight into the... Read More

Is there anything new under the sun? Heres how to find out if your bright idea is unique.

"There's nothing new under the sun" is probably the... Read More

What Makes A Winning Online Ad?

Most people who have been involved with sales & marketing... Read More

What Colors Make Your Services Most Attractive?

This information is based on the principles of Laws of... Read More