Brochures

A Powerful Selling Tool

Golden rule of good copywriting – always see from the target audience’s point of view. Which boils down to 5 words: ‘What’s in it for me?’ Benefit-driven copy is everything. A first glance must either show a compelling motivation to open the brochure, or the benefits of your product. If it doesn’t, then no matter how bright and glossy, it’s headed straight for the trash – virtual or otherwise!

Other must-haves:

  • Subheaders that hook. Once again, they should clarify the benefits, not the features, of your product.
  • Great images – of course! Photos, diagrams, cartoons – whatever. They’re what you reader’s eye will jump to first. And simple and easy to understand charts and graphs speak more clearly than a string of figures.
  •  The right tone. A customer’s first response is emotional. In a brochure for a kitchen company, for example, it’s just as important to sell the good life as the cupboards. Once you’ve got your reader really interested, they’ll read and justify the technicalities – and the price! – later on.
  • Useful content. Helpful info – eg a swimsuit catalogue that matches different body shapes with the swimsuits can really help make a sale.
  • Q & As. If you anticipate customer concerns (Eg ‘How do I make returns’) and answer them simply, you’ve just about sold your product.
  • A special offer – eg a discount for an immediate order – is a real inducement to buy.

Print brochures – a couple of extra points:

  • Add a letter – inside or separately. Addressed to the customer (‘Dear Dog Owner’) and signed by a real person (‘Fred Nurk, Managing Director’), to help make customers feel specifically addressed.
  • Give it a different shape. A long, tall brochure, for example, can really stand out from the pack. It might cost more, but the results are often worth it.