Creating a sales brochure is more than adding a list of your services to a desktop publishing program. Your company brochure must reflect your overall company image and be in tune with your marketing message. Don’t wait until the last minute to create a brochure. You will have limited time to create one when you are trying to win a bid, or when a prime prospect asks for more information on your small business.
Know Your Audience
The brochure has to be written with your audience in mind. What do they want from your company? This is not the opportunity to go on and on about how great your company is. Look at it from the prospective of; what do they want from you?
Describe What You Offer
You should have a well-planned outline before you write it, so you can drive home the selling points. The brochure has to provide information about the features of using your product or service. “There are many ways to format and design a brochure, but the content is the most important part of your brochure and its purpose is to inform the reader with intention selling, according to Ian B. Rosengarten’s book How to Market your Business.
The layout of the brochure is important and you should be concerned with how it looks. Use visuals that will help you make your sales point. “The best brochure photos demonstrate the product’s usefulness by showing it in action. Putting people in these photos usually adds to the visual’s appeal (people like looking at pictures of people), according Robert W. Bly in his book The Copywriter’s Handbook. A Step by Step Guide to Writing Copy that Sells. Your paper size is important also, you have a choice between two basic brochure print sizes 8 ½” X 11” or 11” X 17”.
Ian B. Rosengarten; How to Market your Business; Sourcebooks
Robert W. Bly; The Copywriter’s Handbook: A Step by Step Guide to Writing Copy that Sells; Owl Books