How to Make a Business Brochure That Works

By Lanee’ Blunt

Create a business brochure.

Composing a brochure is more than adding a summary of your services to your own desktop publishing software. A brochure says that the company is here to compete and offers useful information to your prospects. Some small businesses don’t have a brochure; don’t feel they need one, until they are forced to present a brochure, because they want to get a major account. Don’t wait until the last minute to create a brochure.

Write down exactly what comes to your mind and begin crossing things off which are not informative. List all the features of using your service or product. The content of the brochure is essential so you must inform the prospect by making sells points.

Know Your Audience
The brochure needs to be written with your audience in mind. What do they want out from your company? This is not the opportunity to brag about how great your company is. Look at it in the prospective of; what do they need from you?

You ought to have enough information in your brochure that's necessary to inform your prospect about your company. When a prospect sends for the brochure you must bear in mind that they want more information about your service or product. People will read a lot of copy when they are going to spend a lot of money or making a purchasing decision. Write all of the information about your product, service, website, price, purchasing information, and be descriptive. Break the text into sections. Dramatize the problem that the prospect may be having, position your service or product as the solution for their problem.

Selling Message
The brochure is advertising material and should be persuasive. According to the authors Jay Conrad Levinson and Michael W. McLaughlin, in their book, Guerrilla Marketing for Consultants, “Brochures should be issue-based and should reinforce your marketing message on how you can solve clients’ problems.”  Give strong selling points.

Demonstrate the products usefulness inside your brochure photo. Show how the product can be used in action because this increases the visual’s appeal. Your visuals can be photos of your product or service, or you should use clip art. Think about the artwork as leaving your sales point. Write a caption under each photo which will tie in your product’s sales message.

Jay Conrad Levinson and Michael W. McLaughlin; Guerrilla Marketing for Consultants; Wiley, 2005
[Image of a brochure].  (n.d.). Retrieved from http://www.manydesign.net/useful-tips-on-brochure-design/ 


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