Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two

In part one of this article we discussed the importance of the look or appearance of your brochure.

The look or image that your brochure conveys is vastly important. In fact, the appearance will determine how most people form their initial impression of your company. But, the message on your brochure is just as important. Ultimately you need to say something of value in your brochure if you want it to move people closer to the sale. Here are a few tips to keep in mind to ensure that your brochure has the right message.

1. Speak in Terms of Your Prospects Interests. There's an old saying that all people are tuned in to the same radio station ? WIIFM, which means "What's In It For Me?" That is the question that all people will be asking on a conscious or subconscious level as they read your brochure. Only talk in terms of your prospects wants and interests.

2. Focus on Benefits, not Just Features. Features are the technical aspects of your product ? i.e. power sunroof. Benefits are the enjoyment or satisfaction your customer will get from that feature. Remember that people buy the benefit that your product will bring them not the features. For example people don't want to buy a treadmill; they just want to loose weight and look great. They don't want to buy a washing machine; they want clean clothes with no effort and so on. Don't stop at features; make sure you mention all of the benefits that you offer.

3. Brand Your Logo and USP. This falls under image and message. Make sure you put your logo and your USP (Unique Selling Proposition) together. You want to reinforce the fact that your company is different and better than the competition.

4. Have Some Kind of Offer. To get the most out of your brochure have some kind of offer. Offer a discount, a free report, a sample, a free trial, or whatever makes sense for your business. Having some kind of offer will increase the chances that your brochure will generate sales.

Following these 4 tips will greatly increase the likelihood that your brochure will be noticed, and read, and, hopefully it will aid in making a sale. If you don't follow these 4 tips, then you brochure is probably headed for the trash.

Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com marketing@brochures.com

---

Using Ad Agencies and Designers

Advertising and promoting your business is expensive, so it's important... Read More

Advertising Primer for Fast Learners

Advertising, when done well is a very effective way to... Read More

Can I Write and Print My Own Business Brochures and Business Cards?

If you have a computer and a printer, preferably one... Read More

Improve Your Promotional Flyers And Improve Sales

Admittedly, I have not seen your advertising flyer. Then again,... Read More

Secrets And Top-Tips Of Mail Order Advertising

Good Advertising creates more production, thus greater consumption, faster turnover... Read More

What Colors Make Your Services Most Attractive?

This information is based on the principles of Laws of... Read More

More Cheap Tricks for Promoting Your Business

In a recent article, I shared five of my top... Read More

Business Cards: Why Waste Valuable Space?

So many business people neglect this valuable asset that may... Read More

The TV Shoot, The Spoiled Brat, And A Painful Lesson

It was two days before our shoot. I was in... Read More

5 Tips for Hot Yellow Pages Ads

Yellow Pages advertising is one of the most popular forms... Read More

Media Savvy - How To Manage Your Time To Gain The Best Media Coverage

Did you know generating positive media coverage is four times... Read More

Advertising - Does it Matter?

When advertising, you need to sell your opportunity, your products... Read More

B2B Marketing Health and Elder Care Services

Quality Care Options is an established company advocating for the... Read More

Small Business Image

The single easiest way to increase sales is to look... Read More

Non-profit Coupon Books and Coupon Mailers for Small Businesses

Many groups like the Chamber of Commerce, ASB at the... Read More

Increase Business By Being Nice

I have been reading articles on increasing sales using search... Read More

Electronic Display Signs

Electronic display signs are used nowadays in great extent to... Read More

How To Write More Powerful Brochures, Leaflets, And Catalogues

Probably the most interesting thing about brochures and leaflets is... Read More

Customer-Involving Signage and Selling

Here's some easy ways to create signage that will attract,... Read More

Radio and Television Ads: Clever Vs. Annoying

Ever heard or seen a radio or television commercial that... Read More

LED video Displays

LED video displays give you the power to communicate, to... Read More

Do Your Adverts Get You More Sales?

Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More

Adding Art to Business Spaces

Larger companies have learned that collecting art adds something special... Read More

Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?

Any idea? It's a question that more than a few... Read More

What Does Your Business Card Say?

Business cards are the most underutilized and misunderstood marketing tool... Read More

Media Savvy - How To Lead, Persuade And Influence

The ability to lead, persuade and influence are integral skills... Read More

Measure the Response of Your Advertising Campaigns by Using Promotional Products

For most companies, gone are the days of spending money... Read More

Does Post Card Advertising Really Work?

You've decided to try advertising your business with post cards.... Read More

Marketing Tips For Small Business ? Advertising That Works, Part I

Have you ever seen an ad on television that was... Read More

How To Tell If An Advertisement Costs Too Much

People say it all the time: "This advertising costs too... Read More

Giorgio Armani: A Persuasive Campaign

Lets examine the use of Giorgio Armani Company's advertisements for... Read More

The Key To Marketing New Ideas!

Imagine tossing a pebble into a crystal clear pond on... Read More

Heard A Good Radio Ad Lately? Neither Have We

To many ad agencies, radio is considered advertising's ugly stepchild.... Read More