6 Steps to Good Sales Brochures
| Category: Marketing Strategy | Date: 2002-06-07 |
1. Define your purpose/strategy - What's the purpose of the brochure? What should the reader do after reading the brochure? Will it be used to close a sale, or open a door?
2. Determine how the brochure be distributed - Will you mail the brochure with a sales letter to pre-qualified prospects, a cold mailing list, use them as leave behinds, or distribute them at tradeshows? Knowing how you will use them will help you write your copy and determine quantity.
3. Collect all materials - Search for facts, data, photos, testimonials, case studies, charts, etc. on your product or service. You will see what you have and where there are gaps of missing information necessary to complete the sales brochure.
4. Write copy - Focus on benefits vs. features. For example, instead of telling a new banking customer that they will get an ATM card with their name on it, tell them that they will have 24-hour access to their accounts with their ATM card.
Also when writing, be persuasive and logical in your presentation of information. Write to one reader at a time in a similar tone that you would use in a sales letter.
5. Layout brochure - It is strongly recommended that you use a professional graphic artist to design your brochure. First impressions are everything and when you are gone and your prospect is comparing companies, you want to make sure you don't get cut simply because your brochure does not look professional.
Use photos if at all possible, they make it real. Under those photos, place captions that reinforce what you've said in your copy. This way the 'skimmers' will at least get your top benefits.
6. Tell the reader what they need to do next - If the purpose of your brochure is to close a sale, ASK FOR IT! Tell them exactly what to do next, whether it's how to place an order, to schedule a meeting, or to visit your web site, you must tell them exactly what to do next.
About the Author
Nicole Shields, advertising agency founder, is the author of the e-book How To Create An Effect Marketing Plan In 7 Steps, the Trade Secrets Used by Advertising Agencies Revealed at How-To-Center.com. Visit the site for a FREE Advantages and Disadvantages of Advertising Media chart.
sales@how-to-center.com
http://www.How-To-Center.com
2. Determine how the brochure be distributed - Will you mail the brochure with a sales letter to pre-qualified prospects, a cold mailing list, use them as leave behinds, or distribute them at tradeshows? Knowing how you will use them will help you write your copy and determine quantity.
3. Collect all materials - Search for facts, data, photos, testimonials, case studies, charts, etc. on your product or service. You will see what you have and where there are gaps of missing information necessary to complete the sales brochure.
4. Write copy - Focus on benefits vs. features. For example, instead of telling a new banking customer that they will get an ATM card with their name on it, tell them that they will have 24-hour access to their accounts with their ATM card.
Also when writing, be persuasive and logical in your presentation of information. Write to one reader at a time in a similar tone that you would use in a sales letter.
5. Layout brochure - It is strongly recommended that you use a professional graphic artist to design your brochure. First impressions are everything and when you are gone and your prospect is comparing companies, you want to make sure you don't get cut simply because your brochure does not look professional.
Use photos if at all possible, they make it real. Under those photos, place captions that reinforce what you've said in your copy. This way the 'skimmers' will at least get your top benefits.
6. Tell the reader what they need to do next - If the purpose of your brochure is to close a sale, ASK FOR IT! Tell them exactly what to do next, whether it's how to place an order, to schedule a meeting, or to visit your web site, you must tell them exactly what to do next.
About the Author
Nicole Shields, advertising agency founder, is the author of the e-book How To Create An Effect Marketing Plan In 7 Steps, the Trade Secrets Used by Advertising Agencies Revealed at How-To-Center.com. Visit the site for a FREE Advantages and Disadvantages of Advertising Media chart.
sales@how-to-center.com
http://www.How-To-Center.com
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