Here are 10 tips on writing a brochure that will support your business and
increase your sales.

1. Credibility

People expect a "real" company to have printed sales literature. It's easy to afford
spending $60 on business cards, letterhead etc. and call yourself a business. But
if you want to look like you mean business, you need a professional brochure of
some sort.

2. Time-saving

People want printed material to take home and read at their leisure. Yes, you can
direct them to your Web site, but a brochure adds a personal touch, tells your
prospect what the product or service can do for them and why they should buy
from you. Brochures also support other advertising, direct mail, online promotions,
and can be used as a sales tool by distributors.

3. Know What Your Reader Wants

You must write your brochure from the reader's point of view. That means the
information must unfold in the right order. A good way to organize your points is to
write them down in a way potential customers might ask. Your brochure should
answer their questions in a logical sequence following the reader's train of thought.

4. Motivate your reader to look inside

The first page must capture your readers attention or the sale is lost. Don't make
the common mistake of describing your services in technical jargon. Think benefits
or thought-provoking statements that motivate the reader to pick up the brochure
and open it. Add a flash that tells the reader there's something inside that will
interest them – an exclusive invitation, a free report, special discount or advance
notice of sales.

5. Contents Page – What's in it

In brochures of eight pages or more, a list of contents is useful. Make your list in
bold and separate it from the rest of your text. Use the contents to sell the
brochure. Don't use mind-numbing words like "Introduction" or
"Model No A848DHGT". Pick out your most important sales point and use that
in your heading.

6. Describe Your Product

To help you describe your product draw up a list of product features
(facts about your product) and add the words "which means that..." after each point.
For example, "The cake is made from an original recipe, which means
that...it tastes better." Or, "The car has a 300 horse-power engine, which means
that...it goes faster." Remember that the purchaser of your product is not always
the user so there may be more than one benefit for each feature.

7. Make it a Keeper

Putting helpful information in your brochure will encourage the reader to keep it,
refer to it often or pass it on to other people. If you're selling paint you can provide
hints on color schemes, painting how-to information, tips from the pros etc. If you're
selling skin care products you can give your readers tips on how to combat pimples,
dry skin, fine lines and wrinkles.

8. Alter the Shape

Who says a brochure has to be A4? Selling sandwiches? You can design a
brochure in the shape of a sandwich. Season tickets to soccer matches? Design
it in the shape of a soccer ball. Using your imagination when designing your
brochure can produce better than average results. According to Direct Magazine,
a recent mailing by CSi, a company that conducts customer satisfaction surveys
for automobile insurance firms and repair shops, got a 15% response rate with a
brochure delivered in a 32-ounce squeeze sport water bottle. The headline read,
"Thirsty for more repair orders?"

9. Add Feelings, Passion and Atmosphere

Don't let your brochure sound boring. Let your reader share your feelings, and
passion for the product or service. For example, there's no reason why a brochure
about a wood burning stove has to go into the ins and outs of how the stove works.
Tell your reader about rain swept winter evenings and snow-bound afternoons.
Let your words show them how warm and snug they'll be when they purchase
one of your stoves.

10. Ask for Action

Regardless of how you organize your brochure, there's only one way to end it.
Ask for action; include a web site with contact form, provide an 800 number, reply
card, or some form of response mechanism. In fact, to increase your brochure's
selling power you should include your offer and a response mechanism on
every page.

About The Author

Julia Hyde is an independent copywriter and consultant specializing in advertising and search engine marketing services.

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