How to Write Copy for a Sales Brochure

By Lanee’ Blunt

Write compelling content for your brochure.

Every small business should have a sales brochure. The brochure helps your company to become better known on the market place. Some small businesses don’t possess a brochure; don’t feel they need one, until they are forced to possess a brochure, because they want to get a major account. Your sales brochure must reflect your company image and maintain your advertising message. A good brochure requires exceptional planning.

Know Your Audience

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

Details

How does the merchandise work? Explain in detail the options that come with the product. Give the prospect all of the information that they must know so they can take the next phase and purchase the product.

All of the services offered by your firm should be written at length explaining how the service works. This isn't the time to brag about your organization, but explain how your firm helps the customer.

Visual

Use graphs, tables, and other visual aids to illustrate your product. Organize the brochure in headings and subheads. Use photos that display how your product can be used. Write a caption under all of your photographs.

Sell Your Business

A sales brochure can help market your business and make an impact, when prospects ask to learn more. The customer wants to find out about your business or product particularly if they are making a buying decision. They want to make sure that they are making the right decision. A prospect will read a lot of copy when they are about to buy a big ticket item so make sure that you write enough information in your brochure.

See also

• How to Use Postcards to Advertise a Business
• Benefits of Direct Mail
• Creating a Small Business Website
• How to Create Your Own Letterhead

Reference

[Image of a brochure].  (n.d.). Retrieved from http://www.print-forms.com/SampleBrochures/Sample-Brochures-s18.htm

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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.

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.

See also

• How to Use Postcards to Advertise a Business
• Benefits of Direct Mail
• Creating a Small Business Website
• How to Create Your Own Letterhead

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/ 

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How to Create a Sales Brochure

By Lanee’ Blunt

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.

Layout

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”.

Great Promo Pieces: Create Your Own Brochures, Broadsides, Ads, Flyers and Newsletters That Get Results

References:

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

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Create a Marketing Brochure for a Consultant Service

By Lanee’ Blunt

Creating a brochure is very important. All small businesses need sales material so that you can make a connection with your clients and close the sale. The brochure offers prospects a detailed look at your service, a description of a product or service and enough information to be able to order something or hire you.

The Strategy

Your strategy should begin with understanding your target audience and what they want from you. Decide where you have an edge by studying your competition. Have a plan before you start to write it, to drive home your selling points.

Explain What the Service Is

Explain completely what your service is about.  What do you offer the client that is different from your competition? What are the types of accounts you handle? All of the services offered by your firm should be written in detail descriptions explaining how the service works.

Ask for the Order

Tell the reader what the next step will be. What action do you want them to take, telephone, credit card or check, or go to your website. Always include a clear call to action in your brochure.

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 service. Whether consumers are buying a car or hiring an accountant they still like to glance through a brochure.

Reference:

Kenneth Roman, Jane Mass, and Martin Nisenholtz; How to Advertise; 2003



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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.

Reference:

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

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Advantages of Advertising Flyers


Benefits of Newsletter Marketing


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Tips on Making a Brochure

By Lanee’ Blunt

Your small business must have advertising material. Plan ahead when creating 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.  You can lose the deal if you are not prepared and have a brochure that will help sell your service. Here are tips on creating a sales brochure.

Write the brochure 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 does the client want from you?

In your brochure tell the customer everything in detail that they need to know about your small business. This may sound obvious but there are many small business brochures that I have read that are merely just a long list of items, giving no details about the company, the service, or how it works.  According to Jane Maas’s book, Better Brochures, Catalogs and Mailing pieces, “Tell customers what is included what, are the cost, what are the hours.  Graphic devices can help to spotlight important information.”

The brochure is advertising material and must be persuasive. All of the services offered by your firm should be written in detail descriptions explaining how the service works. This is not the time to brag about your company, but explain how your firm helps the client.

Reference:

Mass, Jane. Better Brochures, Catalogs and Mailing Pieces. New York St. Martin’s Press

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How to Create a Company Logo


How to Make Your Own Company Letterhead on Microsoft Publisher


How to Build a Business Referral Program

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How to Make a Consultant Marketing Brochure

By Lanee’ Blunt

A consultant can benefit from having a marketing brochure. Having a brochure on your service will help you stand out from the competition. The brochure offers prospects a detailed look at your service. Make your brochure more than just a good looking piece by making it sell your service.

Sells Message

Use a headline on the cover of the brochure. This helps people that only skim the brochure by pulling them into your content. “The cover of a brochure works like the headline of a print advertisement. State your position or promise a benefit to the reader,” according to Kenneth Roman, Jane Mass, and Martin Nisenholtz, in their book, How to Advertise. Include your contact information, your name, company logo and a visual on the cover.

Short Sections

Use headings that are descriptive. Your brochure should be divided into sections that are easy to understand. Use headlines and subheads that break down the information and make the copy easy to read.  Use a desktop publishing software program that gives the brochure a professional look, breaks the copy down into sections of text which are easy to read and look good in the brochure.

Information

Brochures should be informative. Give a lot of information here and explain your service, how it works, how to hire you, website, prices, and testimonials of other clients that hired you.

Reference:

Kenneth Roman, Jane Mass, and Martin Nisenholtz; How to Advertise; 2003

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Create a Brochure Online


Five Common Mistakes to Avoid When Writing a Brochure


Advantages of Marketing Letter for Consultants

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How to Make a Service Brochure

By Lanee’ Blunt

Every business should have a brochure. Creating a new business brochure is more than adding a list of your services to your favorite desktop publishing program. You must give enough information so that people will know about your service.

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?

Be Informative

Have enough information in your business brochure to inform your customers about your business. When a prospect asks for your brochure you must keep in mind, that they are interested in reading about your service. This is the time to write and include all of the information about your service, website, price, testimonial information, and you should be descriptive.

Service Description

Explain completely what your service is about.  What do you offer the client that is different from your competition? What are the types of accounts you handle?

All of the services offered by your firm should be written in detail descriptions explaining how the service works. This is not the time to brag about your company, but explain how your firm helps the client.

Reference:

Kenneth Roman, Jane Mass & Martin Nisenholtz; How to Advertise; Thomas Dunne Books

Read more »

Create a Marketing Brochure

By Lanee’ Blunt

A small business brochure
can be effective--
Miamiamia

Creating a marketing brochure is a very important business decision.  How much should go into the brochure? You certainly can’t put everything, but you can do a series of brochures for different products or services.  Start with an outline when you begin to write it and outline the benefits to using your product or service.

Brochures are a great sales tool for your small business

You need more than a letterhead with your company name and address because customers want to know more information about your company. A small business brochure can help to sell your business and make a big difference, when prospects ask for more information. 

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?

How does it Work

How does the product work? Explain in detail the features of the product. Give the prospect most of the information that they need to know so they can take the next step and purchase the product.  All of the services offered by your firm should be written in detail descriptions explaining how the service works. This is not the time to brag about your company, but explain how your firm benefits the customer. The brochure for your small business is a great way to give your customers enough information about your product or service.  

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Creating a Marketing Brochure

By Lanee’ Blunt

Marketing Brochures that work
svilen001

Having a brochure will help your customer get a detailed account of your company or service.  Brochures are created for a variety of things, like the services they offer, and their products. Every small business and consultant needs to have a brochure; because it helps your company to become better known in the market place.

The brochure lets prospects know that your small business is reputable and that they can take you seriously.  Your company is here and ready to compete.  “Anyone can spend $50 on letterhead and business cards and call themselves a corporation.   But a brochure proves you are in business and shows you’re more than a fly-by-night operation,” according to Robert Bly’s book titled, The Copywriter’s Handbook.

Don’t wait until the last minute to create a brochure. You may lose out if you are not prepared and have an advertising brochure that will help sell your service.

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. 

Create your brochure with a desktop publishing program it will make it look professional. Once you have decided what content you want to include pick a program that has a variety of templates that you can choose. Organize it with headings and subheads which make it easy to read. Save your brochure in a PDF file if you want to put it online.  You can use a good laser or an ink jet printer to print as many or as few brochures as you need.  Take your brochure to a professional printer on a CD saved in a PDF file. 

Reference:

Robert Bly; The Copywriter’s Handbook; Owl Books

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How to Make an Effective Sales Brochure

By Lanee' Blunt

Every small business should have a brochure. Brochures are a great sales tool and it presents information about your business and its capabilities, products or services. It should reflect your company image and your overall marketing objective.

Make the brochure design easy to read by dividing it into sections that can be scanned and glanced at. Use short concise headings and subheads about your product or service. Use white space between the section heads and don’t crowd with a lot of content.

Describe what you offer. All of the services that your company offers should be written in detail. How does your service work and what do you do that is different you’re your competition? This is not time to brag about how great your company is. What can you do for your client that’s what people care most about what is in it for them? Describe how the product works. Describe what the product will do for the prospect. Explain in detail the features of the product.

People expect a lot of information from a brochure and when they are going to spend their money they will read a lot of information.

Reference:

Jay C. Levison; Guerilla Marketing: Secrets for Making Big Profits from Your Small Business; Houghton Miffin 

Read more »

Tips for Creating a Brochure

By Lanee' Blunt

Creating a brochure for your business is an excellent marketing decision. A brochure says that your company is here to compete and provides useful information to your prospects. People will read your brochure if they are interested in your product or service.

Brainstorm

Got down ideas, write down everything that comes to your mind and start crossing things off that are not informative. List all of the features of using your product or service. The content of the brochure is very important so you must inform the prospect by making sells points.

Cover

Put a strong selling message on the cover. The cover is the first thing that people notice and it should go above the photo or below it doesn’t matter. Arouse curiosity or offer a reward for opening the brochure.

Visuals

Your visuals can be photo of your company or your product. You can also use clip art if you like. Some clip art you can get online and download to your computer. Also you can buy a clip art software program that you can use in the brochure. Write a caption under all visuals. Think about the artwork as helping you to make your sales points. A good brochure demonstrates the product by showing the customer how useful it is in the picture. When you place people in the photos you add to the visual’s appeal because people really like looking at pictures with people in them.

Reference:

Robert W. Bly; The Copywriter’s Handbook; Owl Books

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Improve Your Business Brochure

By Lanee' Blunt

Your company brochure may need improving to receive the maximum results. Creating a brochure is more than adding a list of your services to your favorite desktop publishing software program. A brochure must give customers the information that they are seeking about your service or product. Your brochure makes a positive statement about your business and creates a positive impression.

Business Description

Have enough information in your brochure that is necessary to inform your prospect about your business. When a prospect sends for your brochure you must keep in mind, that they are interested in reading about your product or service. Include all the information about product, service, website, price, ordering information, and you may be descriptive. Keep it simple by breaking the text into easy to read sections. Your brochure must dramatize the problem then position your product or service as the customer’s solution to their problem.

Benefits

A brochure should contain a range of information about your company to specific product features and benefits. List the benefits and features of using your product or service.

Call to Action

Use a call to action in the brochure. Tell the reader the type of action that you want her to take. Tell her to respond.  What do you want the reader to do? Give the specific action that you want her to take for example, call you or visit your website?  Give all of your contact information, your name, address, website, phone and email address.

Reference:

Small Business Notes; Marketing Brochures and Flyers

Printing Industry; Custom Brochure

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Five Common Mistakes to Avoid When Writing a Brochure

When you plan your next brochure make sure that you avoid the five common marketing brochure mistakes. A successful marketing brochure has to do more than look good.  It has to be a focal point to selling your product or your service. 

By Lanee' Blunt

 Content is what sells, so when you think about having a fancy brochure; make sure that you write it persuasive.

A marketing brochure is sells material. I’ve read a lot of brochures and it seems that some small businesses fail to realize that. A brochure says that your small business is here to compete in the marketplace, and provides useful information to your prospects. There are five common mistakes most small businesses make when creating a sells brochure.

Failed to put a selling message on the cover

There has to be a headline on the cover of the brochure. Some people will only read the first page, and so work hard in the headline to gain interest in what you are selling. “The cover of a brochure works like the headline of a print advertisement. State your position or promise a benefit to the reader,” according to Kenneth Roman, Jane Mass, and Martin Nisenholtz, in their book, How to Advertise.

The Brochure is a List

The brochure cannot be just a series of different list about your company: the service that you offer, things that you do, or the products that you have. This is an excellent place to talk about your business and explain about your products in detail.

The Brochure is not easy to Read

Your brochure must be divided into sections because you want people to understand your message.  Use headlines and subheads because it breaks the information up and makes the copy easy to read. A desktop publishing software package will help your organize it. When you design your brochure use bullets, divide into sections of text which are easy to read, and can be scanned.

Failed to Define Your Audience

Writing is so much easier once you have defined your audience, because it helps you focus on your prospect. The brochure must fit the informational need of your customers and not just brag about your company.

Failed to Give Enough Information

Give customers all the information that they need on your product or service, write about the features, and give the specifications. When people are about to spend a lot of money they will read a lot of information on your product or service.  They will read your brochure when they are about to make a major purchase, so don’t fail to give them enough information.

Reference:

Kenneth Roman, Jane Mass, and Martin Nisenholtz; How to Advertise; 2003

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Examples of an Advertising Brochure

Create a great advertising brochure for your small business.  It can be a sales tool for your small business that might help you get your foot in the door.

By Lanee' Blunt

Your small business must have marketing information. Some small businesses don’t have a brochure; don’t feel that they need one, until they are forced to have a brochure, because they are trying to get a major account. 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.  You may lose out if you are not prepared and have an advertising brochure that will help sell your service. Here are five tips on creating an advertising brochure.

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?

Service

Explain completely what your service is about.  What do you offer the client that is different from your competition? What are the types of accounts you handle?

How does it Work?

How does the product work? Explain in detail the features of the product. Give the prospect most of the information that they need to know so they can take the next step and purchase the product. 

All of the services offered by your firm should be written in detail descriptions explaining how the service works. This is not the time to brag about your company, but explain how your firm helps the client.

Selling Message

The brochure is advertising material and must be persuasive. According to 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.

Desktop Publishing

A desktop publishing program will make your brochure look professional. Organize it with headings and subheads which make it easy to read. Save your brochure in a PDF file if you want to put it online.  You can use a good laser or an ink jet printer to print as many or as few brochures as you need.

You need more than a letterhead with your company name and address because customers want to know more information about your company. If you follow these tips your advertising brochure will help you sell your small business.

Reference:

Jay Conrad Levinson and Michael W. McLaughlin; Guerrilla Marketing for Consultants; Wiley, 2005

Read more »

Examples of Small Business Brochures

by Lanee' Blunt

Creating a brochure helps your small business compete in the marketplace. It provides useful information to give to your prospects about your services. Writing a brochure is more than adding a list of your services to your desktop publishing software.  People will read it and expect a lot of information from your brochure. You should be very informative when you write your company brochure.

Short Sections

Divide the brochure into sections which are easy to read and can be scanned or glanced at. Use short concise statements about your product or service. Use headings and subheads that are descriptive and have the power to sell. Headings are used to break up large blocks of text and help people to skim through the information.

Plan

Drive home the selling points. Plan the brochure before writing it. What are the benefits of using your product or service? Brainstorm a list of benefits that can be used in the brochure. Provide information and list all the features about your product and service.  Brochures have many formats and designs, but the most important part is the content.  Inform the reader in your brochure with intention selling.

Inform

You should have enough information in your brochure that is necessary to inform your prospect about your business. When a prospect sends for your brochure you must keep in mind, that they are interested in reading about your product or service.  People will read a lot of copy when they are about to spend a lot of money or making a buying decision. Write all of the information about your product, service, website, price, ordering information, and be descriptive. Keep it simple by breaking the text into easy to read sections. Dramatize the problem that the prospect may be having and then position your product or service as the solution to their problem.

Visuals

Demonstrate the products usefulness in your brochure photo. Show how the product is used in action because this adds to the visual’s appeal.  Your visuals can be photos of your small business product or service, or you can use clip art. Think about the artwork as helping to make your sales point. Write a caption under each photo that will tie in your sales message.

If you follow these tips your brochure writing will improve and your content will help you sell your product or service.

References:

Jay Levison; Guerilla Marketing: Secrets for Making Big Profits from Your Small Business; Houghton Miffin

Ian Rosengarten; How to Market Your Business: An Introduction to Tools and Tactics for Marketing Your Small Business; Sourcebooks

Robert Bly; The Copywriter’s Handbook: A Step by Step Guide to Writing Copy that Sells; Owl

Read more »