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.
Brainstorm
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?
Inform
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.
Pictures
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.
Reference:
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/