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.
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 [email protected].