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 marketing@brochures.com

---

How Do People Know Youre in Business?

One of the most important things to do now that... Read More

Direct Mail Catalogs & Brochures: Write Captions That Sell

Many prospects skim through catalogs and brochures, glancing at the... Read More

100 Excellent Words and 70 Action Getting Phrases for Ad Writing

100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain.... Read More

The Seven Second Race: How to Draw Attention Your Ad

You've decided to launch your advertising campaign but you have... Read More

Vinyl Banners for the Right Occasion

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

50 Surefire Business Card Tips

Business cards are one of the most powerful and inexpensive... Read More

Small Cards, Big Ideas: Alternative Uses for Business Cards

Aggressive business card marketing isn't about handing your business cards... Read More

Localized Advertising ? Door-to-Door Ad Distribution on the Fly!

Have you ever had to distribute door-hanger advertisements for your... Read More

Whats The Frequency?

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

What Does Your Business Card Say?

Business cards are the most underutilized and misunderstood marketing tool... Read More

The Secrets To Successful Radio Advertising

Ask some businesses about radio advertising and they'll tell you... Read More

The Inside Secrets Of Free Publicity For Your Business

Product publicity is the "secret pathway" to business success... Read More

Advertising Inserts

One of the best and easiest ways to advertise without... Read More

The First UK Man To Become a Human Billboard an Interview

Advertising on humans using tattoos is rapidly kind of freak... Read More

Why Not Use the Humble Fax in Your Advertising Strategy?

When my daughter complained recently about the prohibitive cost of... Read More

Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business

If you own a small business you should consider ways... Read More

Cable TV Advertising; Mobile Detailing Customers

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

Lamination of Signs

I suspect that everyone has an idea of what lamination... Read More

More Cheap Tricks for Promoting Your Business

In a recent article, I shared five of my top... Read More

Printing - How Do I Buy It?

Why should I care where I get my printed material... Read More

Heard A Good Radio Ad Lately? Neither Have We

To many ad agencies, radio is considered advertising's ugly stepchild.... Read More

Using Ad Agencies and Designers

Advertising and promoting your business is expensive, so it's important... Read More

Moving Message Board

Moving message boards are used in the areas where continuous... Read More

10 Tips to Use Giveaways Effectively

Walk around any trade or consumer show and you will... Read More

The Power of...

You certainly must know that Many Big Marketers consider COPYWRITING... Read More