|
Mean Business - 12
Tips For Writing Better Brochures
Every year thousands of
online businesses fail.
None of them begin with the
idea they'll fail, in fact they have high hopes of success, but they fail
all the same. One of the main reasons for the high failure rate is an over
reliance on one marketing channel…the Internet.
Marketing isn't about using
one medium. It's about getting and keeping customers. Yes, Internet marketing
can help you can do that but only if you use it in conjunction with other
tactical tools. In addition there are thousands of potential customers
that are extremely cautious about placing important business or buying
an expensive item from an unknown online vendor. That's one of the reasons
why, in order to succeed, EVERY online company must have brochures and
other forms of printed sales literature to hand out to customers and prospects.
An online company needs printed
sales literature for two reasons:
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 corporation. But if you want to look like you mean business, you need
a 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.
In short, a good brochure sells.
Here are 12 tips on writing
a brochure that will support your online marketing efforts, and increase
your sales.
1. Know What Your Reader
Wants
You must write your brochure
or leaflet from the reader's point of view. That means the information
must unfold in the right order. Begin by analyzing what your reader wants
to know. An easy way to do this is by assessing the order in which your
reader's questions will flow. For example, imagine you own a medical spa
facility offering Botox and other anti-aging treatments. You are interested
in encouraging your readers to make an appointment for a consultation and/or
schedule a treatment. Now, given the nature of your business, your reader
will have a lot of questions they'll want answered before they'll consider
making an appointment. Your brochure should answer their questions in a
logical sequence following the reader's train of thought. A good way to
organize your points is to write down the questions you think a potential
customer might have, and the answers your brochure might supply.
2. Motivate your reader
to look inside
The first page your reader
will see is the front cover. Get it wrong and you've as good as lost the
sale. Don't make the common mistake of couching 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.
Don't be tempted to put only your company logo or product name on the front.
It won't work.
3. 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.
4. 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.
5. 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.
6. 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?"
Try tall and slim, square,
oblong. Whatever you like. The only limitation is your imagination, and,
of course, your budget.
7. Make it Personal
An experienced speaker talking
to a large audience will pick out a face in the crowd, and talk to that
face. This connection with one person allows the speaker to make his talk
more personal than if he were merely addressing a mass of faces. In a similar
fashion, the words in your brochure should use this technique and zero
in on one imaginary single person. Why? Because writing in a direct "I'm-talking-only-to-you"
style will increase response.
8. Add Atmosphere
Don't let your brochure sound
aloof. Let your reader share your feelings. 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 and they'll be when
they purchase one of your stoves.
9. Get Selling...Fast
Remember, not everyone wants
to be educated on every aspect of your product or service. Nor does everyone
want to know the manufacturing details of your widget. Don't waste their
time telling them about things that don't convey a benefit.
10. Talk about your reader's
needs
Don't get carried away with
your own interests. Talk about your reader, not yourself. Here are the
first words in a brochure from a company selling insurance:
"Insurance is a complicated
business. Our company was formed in 1975 to help our clients deal with
the process of finding the right insurance to suit their needs. In the
last 20 years we have been selling insurance to a wide range of customers
from many different walks of life. Our company's reputation is unsurpassed
in the industry..."
Yawn...This is the bar room
bore in print. Instead of telling you how the company can help solve your
problems, it's more interested in telling you about itself.
11. Give Directions
Every brochure should be
organized so the reader can flip through the pages and easily find what
they want. Provide clear signposts or headlines throughout the brochure
and make sure each one says: "Hey, pay attention to me!"
12. Ask for Action
Regardless of how you organize
your brochure, there's only one way to end it. Ask for action. If you want
your reader to respond include 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 is an independent
copywriter and consultant specializing in search engine marketing and copywriting,
direct mail, press releases and other marketing materials businesses need
to increase sales. Learn more about how Julia can help boost your companies
profits by visiting www.juliahyde.com. Or email
info@juliahyde.com. She'll get back to you right away
|