Create A Killer Brochure: 9 Steps to the Perfect Piece

If you are creating a brochure, make sure you follow these 9 steps to get best return on your investment:

1 Grab Attention
You need a hook that gets your audience interested. The headline or main text is your first chance to grab attention. Get the adrenaline pumping, tears flowing, or sides splitting. Spark their curiosity and they will keep reading.

2 Time and Convenience
Provide value by meeting time and convenience needs. Offer useful information that will be of immediate benefit to the reader, whether they buy or not. Provide welcome advice rather than untimely interruptions. Position yourself as the expert and build relationships before the sale.

3 Know Your Audience
It's not about you. Your audience wants to know how they can increase their sales/efficiency. Find out what your audience needs, then offer it. Make sure you have a high You to I/We ratio.

4 Know Yourself
What is your product or service? Describe it in brief easy to understand language. Explain why you are a better choice than your competition. What is your advantage?

5 Make it Sparkle
Your brochure is a reflection of you- so make it shine. Unless you are a graphic designer- get help. A well designed brochure will get you more bang for your buck. A poorly designed brochure will waste money and actually drive people away.

6 What and How
Features tell you what is offered, benefits tell you how this is good news. Low fat is a feature, it won't clog your life giving arteries is a benefit.

7 Be consistent
A brochure is one tool in your marketing tool box. All of your tools need to work together to reinforce the message- same look, same feel, colors, design and message.

8 Action!
Now what? Tell the reader what to do- call, visit website, buy today. Don't you dare leave off any pertinent information like your phone number, address, website. Link your brochure to the next step in the relationship.

9 Copy Right
Your copy must grab attention, provide value, be audience centered, promote your advantage over the competition, be consistent, highlight features and benefits, have a call to action and be written in clear easy to understand language.

Michael Daehn is the founder of marketingenious consulting and author of the book The Seven Keys to Marketing Genius: The Complete Guide to Increasing Your Marketing IQ available at http://www.sevenkeysmarketing.com and http://www.borders.com. Visit his website at http://www.marketingenious.com or e-mail michael@daehntrain.com.

In The News:


Forbes

Debunking Myths: Don't Count Out Traditional Advertising Channels; Embrace Them
Forbes
The widespread belief that web and social media ads are giving a higher ROI than the "old-fashioned" TV, press, and radio advertising is a costly myth. The myth hinges on the belief that the more precise targeting achieved by digital advertising not ...


The Guardian

Apple cuts cookies – but there is more to come in the online advertising arms race
The Guardian
Apple is cutting down on how many cookies advertisers can force on to your devices, with changes coming to iPhones, iPads and Macs. The advertisers, naturally, are not happy. Digital cookies are small text files that can be used to track users as they ...


ZDNet

iOS 11 rolls out today with Safari anti-tracking: Here's why advertisers hate it
ZDNet
Apple is rolling out iOS 11 and macOS High Sierra today, bringing with them a new cookie anti-tracking feature in Safari that advertising groups say will "sabotage the economic model for the internet". Globally, iOS is dwarfed by Android, but Safari ...
Apple blocking ads that follow users around web is 'sabotage', says industryThe Guardian
Advertisers accuse Apple of sabotaging the economy of the internetNEWS.com.au
Advertising trade groups deeply concerned about Apple's cookie blockerMarketing magazine Australia (registration)

all 34 news articles »

CNBC

Uber just sued one of its ad agencies, and it points to growing mistrust with mobile advertising
CNBC
Uber is suing mobile marketing agency Fetch Media for allegedly "squandering" tens of millions of dollars on its ads. Uber claims in a lawsuit the ads were not viewable by people or were placed on websites that don't exist. Uber's ad issues are ...
Uber is suing an ad agency for click fraud related to advertisements that ran on BreitbartBusiness Insider
Unwanted ads on Breitbart lead to massive click fraud revelations, Uber claimsArs Technica

all 30 news articles »

HuffPost

Grab Them By The Ears: 3 Facts About Audio Advertising You Need to Know
HuffPost
I've been selling audio for a long time and consider it one of the hardest-working and most promising forms of advertising out there. In fact, the IAB has estimated that 79% of audio consumption takes place in moments when visual media cannot reach us ...


Phys.Org

Study finds religious program advertising appeals mainly to fear
Phys.Org
Christians and fundamentalists are a major section of American society, with influence in political, social and economic circles. Yet, little is known about how advertisers work to reach a fundamentalist population. A study from the University of ...


Bloomberg

Facebook Can't Leave Advertising Business on Autopilot - Bloomberg
Bloomberg
Internet companies live in fear of being labeled censors. Google, Facebook, Twitter and other big web companies squirm when politicians or other people ...

and more »

Hyperallergic

Handcrafted Japanese Shop Signs Perfected the Art of Advertising
Hyperallergic
Known as kanban, these ancient advertisements were highly specific, not only in terms of the goods they marketed, but also in terms of their designs and messages. Shop owners often commissioned professional artisans known as kanban-shi to craft them, ...


Business Insider

What you need to know in advertising today - Business Insider
Business Insider
Sports are as much about fandom and conversation as they are about watching games, and for a long time ESPN's hit show "SportsCenter" owned that ...

and more »

Marketing Land

5 futuristic advertising channels and the first rule of advertising dynamics
Marketing Land
There are already plenty of mobile games that use in-app advertising to monetize “free” games. As virtual reality takes off (some say it will grow to a $75 billion business by 2021!), why wouldn't we see VR ad growth as well? For example, a car ad that ...

Google News

Vinyl Banners for the Right Occasion

The sinage marketplace is competitive! Consequently, some companies are going... Read More

Raising Funds For Your Nonprofit Using An Annual Direct Mail Program

A good annual direct mail solicitation program can produce unrestrictive... Read More

How Can All the Radio Stations Be #1?

Are you confused by all the information you receive from... Read More

What the Newspaper Ad Person Won?t Tell You

Newspapers are considered the PRIMARY advertising medium by 99.4% of... Read More

Is Advertising Art?

Oh Grand and Glorious Southern Guru, I am perplexed. What... Read More

Persistant Advertising Will Do No Harm!

From my experience, I've been on many discussion groups and... Read More

10 Reasons Why Your Company Needs Custom Invitations

I am always amazed when I hear about companies who... Read More

Radio Advertising - Is it for Your Business? - More Small Business Power Tools

If you're a typical small business, you've probably been approached... Read More

Is Your Advertising... Sexy?

Ever hear the term 'sexy' advertising? It's not necessarily what... Read More

Write Attention Getting Advertisements

The most important aspect of any business is selling the... Read More

Direct Mail = Your Money, From Printer to Mailbox to Trash!

I did a quick, very unscientific survey of 25 of... Read More

Secrets to Get Free Advertising

The opportunities to get free advertising for your product or... Read More

Bad Seduction - Advertising Techniques That Dont Work

I just read some advertising suggestions on an Internet marketing... Read More

Media Savvy ? Media Skills For Rural Women

The ability to lead, persuade and influence are integral skills... Read More

Hit Them With Benefits

More about advertising from BIG Mike McDanielIt makes no difference... Read More

Information To Include On Your Business Card

The logo and graphic elements that you include on your... Read More

10 Tips For Writing A Profit Producing Ad

1. You can get ad copy ideas by studying similar... Read More

Media Savvy - How To Manage Your Time To Gain The Best Media Coverage

Did you know generating positive media coverage is four times... Read More

Marketing Tips - Advertising

Typical methods of advertising-newspapers, radio and television are effective if... Read More

Testimonials Convert Prospects Into Buyers

Big businesses get instant credibility with their well-known company name... Read More

Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business

In the marketing world, radio has earned the reputation of... Read More

Advertising: 10 Powerful Secrets To Help You Sell Your Ad Space Like Crazy

If you want to sell more ad spaces, you must... Read More

Brand Young and You Brand for Life; Why Cinema Advertising is an Effective Tools for Marketers

In the world of advertising there are many forms of... Read More

Finding Your Target Market

Achieving sales is probably the biggest challenge a web business... Read More

Whats The Frequency?

The more things change, some say, the more things stay... Read More