Are Your Brochures Worth The Paper Theyre Printed On?

Brochures are one of the oldest marketing weapons in the business arsenal. And for good reason. A well done brochure lends an air of credibility while laying out a persuasive sales message. It conveys a lot of information and moves the customer along in the sales process. When it's done right.

When done wrong, a brochure is an exercise in futility. It bores the reader and makes a beeline to the round file. It's a waste of time, effort, and landfill space.

So how can you make sure yours are done right?

First of all, stay out of the "we." Believe it or not, telling your prospect what you think is so great about yourself only impresses you. And it's not about you. A good brochure, like any other marketing message, is all about what your product or service does for your customer. Every word should be about her, and how what you are offering benefits her.

Next, don't let Sgt. Friday write for you. "Just the facts" doesn't sell things. People make buying decisions on emotion, so you have to connect with their hearts. Find out what feelings will resonate with your prospects and evoke them. Get their juices flowing and stir them to desire what you have to offer.

Never waste valuable real estate. The most important panel of your entire brochure is the cover. It's also the most often wasted. The front of your brochure has to interest your prospect enough to get them to open it up and look inside.

Putting your company name and a photo of your building there is about like using prime beachfront property for a landfill. Yes, it has to go somewhere. So put it in the back, where people who are looking for it can find it, but leave the spotlight to more glamorous tenants.

Start of with an attention-grabbing, benefit laden headline, and a graphic that supports it. Perhaps offer a few bullet points that expand the headline benefit, or introduce a few secondary ones. A line or two of copy at most and you're off to a good start.

While you should strive for a conversational tone, make sure there are no spelling or glaring grammatical mistakes. It's a fine line to walk, but you want to sound like you're having a conversation without sounding like you don't know the language.

Focus on your customer, connect with her heart, and make the most of your valuable real estate. Then, your brochures will be worth more than the paper they're printed on. They'll be worth their weight in gold.

Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer delivers persuasive, targeted copywriting that dramatically increases your business. Unleash the power of words on behalf of your business by visiting http://www.dramatic-copy.com today.

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In The News:

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LA reveals unveils new tourism marketing slogan
San Jose Mercury News,  USA - 25 minutes ago
AP LOS ANGELES—The city on Friday unveiled a new marketing campaign built around the slogan "That's So LA" to keep tourists coming despite the nation's ...
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Reuters
Audi says it will increase US marketing efforts
Chicago Tribune, United States - 3 hours ago
Those marketing dollars have an aim to push Audi US sales to 200000 vehicles by 2018. Schwarzenbauer said the company has a goal to sell 1.5 million Audis ...
Audi plans record US marketing spending Reuters
Audi plans to boost US marketing budget Automotive News
Audi says it will increase US marketing efforts Fox 28
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Columbus tech firm buys Dayton marketing company
Bizjournals.com, NC - 5 hours ago
Implications International, which specializes in interactive marketing, brand design, and Web development, has offices in Peoria, Ill., Mumbai, India, ...

Wellstar/TMI Begins Marketing Imaging System to Long-Term Care ...
MSNBC - 46 minutes ago
TMI's marketing plan includes a program where LTC facilities can lease the equipment necessary to perform skin assessments and store the necessary data ...

Halekulani to get marketing boost from Japanese hotel
Bizjournals.com, NC - 4 hours ago
Effective April 1, Imperial Hotel will start reservations service, sales, marketing and public relations activities within Japan for Halekulani and Waikiki ...

Proton Laboratories Announces New Sales & Marketing Office
MSNBC - 17 hours ago
Proton will start by marketing a variety of enhanced water products that provide health benefits for people and the planet as well as the commercial product ...
Proton Laboratories opens Southern California office Bizjournals.com
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Zoo honored for marketing campaign
Salt Lake Tribune, United States - 2 hours ago
... different companies around the US The Utah Chapter of the Society for Marketing Professional Services recognizes excellence in marketing communications ...

Boston Globe
FedEx trims '09 marketing budget by 25%
Bizjournals.com, NC - Jan 8, 2009
United Parcel Service Inc. rival FedEx Corp. will cut its marketing budget by more than 25 percent for 2009, the company recently disclosed on its blog. ...
FedEx cuts marketing spend by more than 25 percent Reuters
FedEx cuts marketing budget DM News
FedEx to reduce marketing budgets by 25% Brand Republic
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Katz Media Launches New Marketing Unit
FMQB, NJ - 8 hours ago
Katz Media Group has launched a new, national marketing unit that will create custom solutions for advertisers and their agencies with the goal of ...
Katz Launches National Marketing Unit, Trims Staff Media Buyer Planner
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Examiner.com
Cape May tourism department wins marketing award
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by William Sokolic, Jersey Shore Examiner The Hospitality Sales & Marketing Association International will recognize the Cape May County Department of ...

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