Determine
what you want your brochure to
achieve.
Do
you know why the prospect should choose your business, product or
service over your competition?
Promote
the answer to this question.
Keep
your brochure focused on what you want to achieve.
Use
headlines that draw attention.
Use
Upper and lower case ALL CAPS GET lower response.
Use
boldface type sparingly to emphasize key points or headlines.
Avoid
using reverse text - many readers overlook reverse text.
Increased
leading (space between text lines) improves readability.
Keep
text lines short.
Increased
leading (space between text lines) and character spacing, this improves
readability.
Leave
adequate margins on all four sides of your piece.
Use
color ink for your brochure to increase response.
Write
about benefits to the customer.
Keep
the customer in mind use you and your avoid we, us, I, our.
Use
key words New, Free, Save, Now, Easy, Proven, Amazing
The
twelve most powerful words in the English language:
| 1.
You |
7.
Discovery |
2.
Money |
8.
Results |
3.
Save |
9.
Health |
4.
New |
10.
Proven |
5.
Easy |
11.
Guarantee |
6.
Love |
12.
Free |
Avoid
clichés and trendy jargon.
Promote
your company.
Include
a brief company history.
Include
testimonials or a client list.
Promote
your products
Promote
service and warranty, guarantee.
Avoid
listing product prices and / or pictures of your staff.
Include
your contact information.
Ask
someone who knows little or nothing about your business to tell you
about your brochure. |
