The Perfect Brochure

Published: 17th August 2008
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Wouldn't be nice if there was a specific blueprint for how to create the perfect marketing brochure? That would certainly make life easy for every small business owner. There would be no more worrying about how to entice people to buy a product; no more stressing about what information to include in the brochure.

Sadly, there is no such blueprint. But there are some tips that you can remember to help maximize the value of your brochures. Here are a few of them to keep in mind as you design your next brochure printing project:

Show, Not Tell

Do not let your brochure sound like a user's manual. You do not have to tell your readers the intricacies of your product. Instead, talk about real life situations where your product will come in handy. Basically, show the reader why they need your product, rather than telling them how great your product is.

Do Not Waste Time

Once you get started showing the reader why they need your product, you might be tempted to get carried away. Before you know it, you will have a 15-page monster brochure that will not sell a single product. Do your showing quickly (and effectively) and then get to the selling. Tell the reader how to buy your product. And make sure you tell them exactly how to do it.

Forget About You

Be careful not to talk about your company too much. Just as you want to show the reader real life situations that pertain to them, you also want to talk about them as much as possible. Your customers really do not care about you or your company. They just want to know what you can do for them. Use the word "you" a lot in your brochures. Avoid using the words "I" and "we" as much as possible.

Use Easily Readable Headlines

Make your brochures extremely easy for the customer to read. Include headlines for every section of the brochure, and make the headlines easily noticeable. Your readers should not have to exert any mental effort at all to read your brochure.

The Call To Action

This is a very popular phrase in the world of marketing. You have to give your reader a clear and specific activity to embark on. Tell them exactly what you want them to do to take the next step in the purchasing process. If that step is to visit your website, tell them that (and exactly that) and give them the URL of your site. If the next step is to come into your store, tell them that, and give them directions. The idea is to be as specific as possible, and tell your readers exactly how to take advantage of your services.

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