Miscellaneous Marking Materials
Brochures. E-blasts. Newsletters. Direct Mail. Letterhead. PR Releases. Party swag. Signage. And much more. Here's a sampling of some of the work we've been creating lately.
What Makes a Successful Brochure?
Brochures are a great way to drum up sales or announce a new product or service. The most effective brochures, the ones that get a solid response, are built using some of these copywriting and design parameters.
Understand your customer. Why would your customer want to buy your product? What's the most important thing it can do for them? What is the most important problem your product or service can solve for them? If you don't know the answers to questions like these, start asking your own questions—of your salespeople, your customers, people who you’d like to be your customers. Use their answers to help decide which benefits to play up in your brochure.
Plan your brochure for AIDA. AIDA is an acronym for Attention, Interest, Desire, and Action. To be effective, your brochure needs to grab attention, pull in the customer to read further, increase their desire for the product or service, and get them to take a specific action such as buy now, call and make an appointment, return a post card.
Don't put a picture of your building on the cover of the brochure. No matter how beautiful, quaint, modern, eco-friendly your building is, your customers don’t really care. They do, however, care if your product or service can meet their needs. Space is at a premium. Don't waste it. Use the space to sell your products, promote your services, and convince customers to buy now.
Sell, don't tell. Your customers and prospects aren't really interested in your company or your history. They are interested in themselves and/or their own businesses. To get their attention, your brochure needs to focus on the benefits they will enjoy by making a purchase from you. Remember, people don't buy exercise equipment to decorate their homes. They buy exercise equipment to get in shape and sculpt their bodies.
Use headlines and graphics your audience cares about. On average, readers glance at the cover of a brochure for less than five second and decide whether or not to read it. Boring headlines and graphics decrease the chance that a reader will pick it up. For instance, a brochure for a professional organizer with a photo of two people shaking hands and a headline that reads, “Making Our Customers Organized” will likely end up in the recycle bin. On the other hand, if the same company puts a photo of a pristinely organized closet with a headline that reads, “Clean Out Your Clutter and Free Up Your Time” is likely to get attention.
Use bullet points to focus on the key features of your product or service. Like the subheads inside your brochure, people tend to skim through copy. Bullet points allow your reader to get all of your pertinent information without being bogged down. You can even use bullet points to have your reader take action.
Give the reader a reason to act now. Urge your readers to act now.. Without a call to action, your efforts are wasted. Here are a few tried and true messages. Offer special discounts that are only valid for a limited time. A free gift with purchase before a specific date. Rebates for purchasing by a specific date. Quantities limited (if they really are) or impending price increase (if it is).
Make it easy to respond. Be sure your business name, phone number and website URL are easily found in the brochure. Add your Facebook, Twitter or Google+ business page, if you have someone who watches those regularly and updates them, too.
Take away the risk. Once you've built the desire to have what you sell, you could still lose the sale if the customer has any concerns about purchasing because they don't know who you are or how good the product really is. To ease the customer's fear, include a money-back guarantee. If you have invested in a secure way to do business online, convey that clearly to your potential customers