How to effectively write a brochure

Your brochure should be focused around one purpose, one message. When designing and writing your brochure consider your audience and then write accordingly to them. The language you use in your text is very important to attract the audience you want.
There are five types of brochures:
Leave-Behinds - Brochures that you leave behind after meeting a potential customer. This type of brochure comes with a description of the product and its benefits.
Point-of-Sale - Brochures that are found while standing in line at the bank, the goal is to get potential customers to see your brochure, be curious enough to pick it up and then read it later on.
Respond to Inquiries - This type of brochure is for qualified buyers that are already aware of your products and services. Since they've already expressed interest, write this brochure to take your prospect to the next step: the buying process. Include all of your sales points and convince them with facts and figures, with a call to action.
Direct Mail – This brochure is sent out to many customers via bulk mail. This brochure contains photos, sales points, technical features and salient benefits.
Sales Support Tool - This type of brochure can be used as a selling aid. Your salesperson can use them as a guide to assist the customer through the sales pitch. These types of brochures have larger pages, larger photos and larger headlines.
When you have chosen the type of brochure you are going to design and write you need to consider the following.
Theme/motif – Your brochure has to have a theme or motif, this usually comes from your company logo and the product or service you are promoting. If you are an environmental company then you are better suited to add a little green to your brochure. Incorporate your logo colors to provide a little consistency.
Placement – Do not have large blocks of text, break it up add pictures, illustrations and diagrams to break up the monotony of words.
Call to action – In your brochure you must have a call to action otherwise the customer will read your brochure and put it down to only forget about it.
Always add all your contact information on the back panel of your brochure. Another idea is mini-brochures.
Mini-brochures – You can have a custom brochure design and printed 4x5 and bi folded you will have 4 panels or 4x10 to have 8 panels. Most people will be able carry this in their purse or wallet. This is convenient for take away menus or directory of phone number or extensions.
Eric Murphy
Sales Manager
Ambient Printing
www.ambientprinting.com
Toll Free (877) 214-4571