How to Create a Product Brochure

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.

Roman, Kenneth, Jane Maas, and Martin Nisenholtz; How to Advertise; Thomas Dunne; 2003

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