Marketing business with a brochure is an excellent way to communicate to potential clients and increase profits. But the ability to convert brochure browsers into buyers will be directly related to the effectiveness of the brochure.
Here are nine simple tricks to write an effective marketing brochure.
- Keep your client’s needs first. Write the brochure in such a way that it resonates with the customers’ needs and desires.
- Include useful information. Don’t just make the brochure about selling products or ideas. Use it as a tool to add value to their life, while staging the company as an expert.
- Make the first page stand out. If nothing is compelling on the cover, there will be no motivation to pick up the brochure and read it. A free report, special discount or advance notice of sales will do the trick nicely.
- Be unique with shape, size or color. There’s no need to be like everyone else. Finding a fun shape, unique color or unusual size will make the brochure stand out and get more reads.
- Share benefits not just features. Don’t bog readers down with unnecessary technical details; this will only confuse them. Clients want to know what is in it for them. A benefit conveys usefulness, whereas a feature conveys facts.
- Include a strong call to action. From a business perspective, a brochure is meant for one purpose: to sell something. Make sure that there is a strong call to action, so the reader knows how to move forward with the next step in the selling process.
- Keep it flowing. When the reader picks up a brochure, they should see a complete story from beginning to end, not disjointed pieces of information.
- Find a way to connect with the reader. The brochure should have an element of personality that represents the business or organization. A cold, impersonal brochure will not move the reader to take action.
- Include relevant images. The old adage is true. Pictures do speak louder than many words. Images can create emotions, inspire confidence and explain things quickly. Be sure the photos are relevant to the offer and not just added to take up space.
Follow these nine tips for effective brochure marketing, and clients will be impacted by your campaign and moved to action.