Are Your Brochures Worth The Paper Theyre Printed On?

Brochures are one of the oldest marketing weapons in the business arsenal. And for good reason. A well done brochure lends an air of credibility while laying out a persuasive sales message. It conveys a lot of information and moves the customer along in the sales process. When it's done right.

When done wrong, a brochure is an exercise in futility. It bores the reader and makes a beeline to the round file. It's a waste of time, effort, and landfill space.

So how can you make sure yours are done right?

First of all, stay out of the "we." Believe it or not, telling your prospect what you think is so great about yourself only impresses you. And it's not about you. A good brochure, like any other marketing message, is all about what your product or service does for your customer. Every word should be about her, and how what you are offering benefits her.

Next, don't let Sgt. Friday write for you. "Just the facts" doesn't sell things. People make buying decisions on emotion, so you have to connect with their hearts. Find out what feelings will resonate with your prospects and evoke them. Get their juices flowing and stir them to desire what you have to offer.

Never waste valuable real estate. The most important panel of your entire brochure is the cover. It's also the most often wasted. The front of your brochure has to interest your prospect enough to get them to open it up and look inside.

Putting your company name and a photo of your building there is about like using prime beachfront property for a landfill. Yes, it has to go somewhere. So put it in the back, where people who are looking for it can find it, but leave the spotlight to more glamorous tenants.

Start of with an attention-grabbing, benefit laden headline, and a graphic that supports it. Perhaps offer a few bullet points that expand the headline benefit, or introduce a few secondary ones. A line or two of copy at most and you're off to a good start.

While you should strive for a conversational tone, make sure there are no spelling or glaring grammatical mistakes. It's a fine line to walk, but you want to sound like you're having a conversation without sounding like you don't know the language.

Focus on your customer, connect with her heart, and make the most of your valuable real estate. Then, your brochures will be worth more than the paper they're printed on. They'll be worth their weight in gold.

Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer delivers persuasive, targeted copywriting that dramatically increases your business. Unleash the power of words on behalf of your business by visiting http://www.dramatic-copy.com today.

---

Marketing Secrets #101- Your Most Important Sale

Which sale is the most important one you will ever... Read More

Meaning and Marketing - The Eye of the Storm

It's 1954. Yes, Mrs. Patricia Smith has been a good... Read More

Catalogs are Selling Machines

If you've got a mailbox, you're no doubt aware of... Read More

Marketing With Brochures

With the explosion of the internet and online businesses many... Read More

How to Brief a Marketing Agency

A new client recently emailed us a brief here at... Read More

Getting Your Services Used

Every day I talk with professional service providers who do... Read More

How to Add Warmth, Color & Texture to Your Advertisements

"?A powerful agent is the right word?" --Mark TwainAnd what... Read More

Marketing Copy - Brand Identity Guru

Tips on writing great copy for your marketing efforts.It's just... Read More

If You Do No Other Preparation

Far too often we see small businesses rush into doing... Read More

An Easy Start to Mail Order

Listing names of Big Mail Requestors, and sending out packages... Read More

Maximize Your Lead Generation Efforts by Recycling Your Leads

The basic lead generation process is pretty much the same... Read More

Marketing to a Critical Mass

In "Developing a Marketing Plan", we covered the first steps... Read More

Do You Have This Important Tool in Your Marketing Arsenal?

Many business owners do not understand the authenticity and validation... Read More

Are You Losing Business?

As a small business owner, you are grateful for all... Read More

Freebie Seekers? Turn Them Into Clients and Referrers - or Turn them Far, Far Away

Many service business owners these days are "giving away" their... Read More

Marketing And Patience

"Get your positioning and your programs implemented properly, and the... Read More

Terrific Titles, Happenin Headlines

You've probably heard the slogan, "You never get a second... Read More

Are You Overlooking Your Hidden Profit Centers?

There are other names given to "Back-End Selling". You may... Read More

10 Important Steps to Mail Order Success

There are a number of difficulties a beginning entrepreneur may... Read More

How to Set Up & Organize Your Customer Mailing List For Optimum Results

Your list of customers who have previously bought from you... Read More

Build Your Business Through Networking

Here's one of the most important success principles you'll ever... Read More

Trade Show Events ? Do?s and Don?ts

You can love it or you can hate it but... Read More

4 Sales Strategies with Your Trade Show Exhibition Booth

Trade show booths can act as an excellent source for... Read More

If My Work is Good Enough

"If My Work is Good Enough, I Shouldn't Have to... Read More

Eleven Reasons Donors Stop Responding To Fundraising Letter Appeals

Donors will stop responding to your fundraising letter appeals for... Read More

Tricks of the Trade: Design your Booth for Maximum Impact

The fight for your customer's attention at a tradeshow has... Read More

Web Site Marketing: 10 Little Known Upsell Strategies That Will Magnify Your Profits

What is Upselling?It means pre-selling any additional features of your... Read More

Moving a Business Relationship from Free to Fee: Power of Freebies - Part 2

In the last issue we looked at 5 reasons why... Read More

Service Marketing - A Relationship Building Approach

Can we imagine a place in the world today without... Read More

When Business Cards Arent Enough: Unusual, Unexpected, and Uncommon Networking Tips

There comes a time in every small businessperson's life when... Read More

Everything Youve Ever Learned About Marketing Is Wrong

Everything you've ever learned about marketing and advertising is WRONG.... Read More

What to Look for in Display Graphics and Trade Show Graphics

Display graphics are graphic images used for illustration or "display"... Read More

Rules of Thumb for Marketing to Your Past Customers

Keeping in touch can dramatically increase business, when done properly.It's... Read More