8:01 PM
Lanee' Blunt
By
Lanee’ Blunt
Product
brochures are widely used in direct mail, and marketing. They are inexpensive
to make and lend themselves to considerable flexibility in use. A product
brochure should be well prepared and well thought-out. Work from an outline
because it forces you to think about what you want to say and what needs to be
included in the brochure.
The Audience
Are
you writing to engineers, insurance companies or managers? Your brochure must
fit the informational needs of your audience. The engineer may be interested in
performance specifications of the product. The insurance company may be
interested in data or charts. Software programmers and engineers explain that
they want to stick to the technical jargon in the brochure, and anything else
is a lot of fluff. The problem with that is that the product brochure is sales literature
and they often inform, persuade and close the sale.
The Facts
Tell
consumers everything they need to know about your product. Write about the
product features, the specifications, and the performance. Give many features
on the product, but keep in mind that you must drive home the selling points. A
lot of customers complain that brochures don’t give enough facts. The customers
want to know what’s included in the price, your hours, and your range of products
or services.
Reference:
Roman,
Kenneth, Jane Maas, and Martin Nisenholtz; How to Advertise; Thomas Dunne; 2003
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Posted in: Brochure
