by Lanee' Blunt
Creating a brochure helps your small business compete in the marketplace. It provides useful information to give to your prospects about your services. Writing a brochure is more than adding a list of your services to your desktop publishing software. People will read it and expect a lot of information from your brochure. You should be very informative when you write your company brochure.
Divide the brochure into sections which are easy to read and can be scanned or glanced at. Use short concise statements about your product or service. Use headings and subheads that are descriptive and have the power to sell. Headings are used to break up large blocks of text and help people to skim through the information.
Drive home the selling points. Plan the brochure before writing it. What are the benefits of using your product or service? Brainstorm a list of benefits that can be used in the brochure. Provide information and list all the features about your product and service. Brochures have many formats and designs, but the most important part is the content. Inform the reader in your brochure with intention selling.
You should have enough information in your brochure that is necessary to inform your prospect about your business. When a prospect sends for your brochure you must keep in mind, that they are interested in reading about your product or service. People will read a lot of copy when they are about to spend a lot of money or making a buying decision. Write all of the information about your product, service, website, price, ordering information, and be descriptive. Keep it simple by breaking the text into easy to read sections. Dramatize the problem that the prospect may be having and then position your product or service as the solution to their problem.
Demonstrate the products usefulness in your brochure photo. Show how the product is used in action because this adds to the visual’s appeal. Your visuals can be photos of your small business product or service, or you can use clip art. Think about the artwork as helping to make your sales point. Write a caption under each photo that will tie in your sales message.
If you follow these tips your brochure writing will improve and your content will help you sell your product or service.
Jay Levison; Guerilla Marketing: Secrets for Making Big Profits from Your Small Business; Houghton Miffin
Ian Rosengarten; How to Market Your Business: An Introduction to Tools and Tactics for Marketing Your Small Business; Sourcebooks
Robert Bly; The Copywriter’s Handbook: A Step by Step Guide to Writing Copy that Sells; Owl