5 Considerations Before You Write Your Brochure

Lynne Saarte asked:

Brochures are a great way to get your detailed product info to customers or as a way to generate sales leads. Brochures can work alone or they can support other sales and marketing materials.

Before you even start writing your brochure or even think about the brochure printing process, though, there are a few considerations to think about. Check out the following essentials you need to iron out before you even start writing.

Your brochure’s function

You need to decide where your brochure will enter in the selling process. The brochure’s place in the process will help you know what kind of copy to write in your brochure.

Your brochure could be used in the following spots in the selling process:

•       Leave-Behind: This has more detailed info for customers after you have left them in a sales meeting.

•       Point-of-Sale: This is the brochure by the cashier at banks or in line at the supermarket.

•       Direct Mail: Supports your other direct mail pieces, like the sales letter.

•       Response: A response brochure is one you send to someone after they have asked about your product. It is a follow up.

If your brochure will be used alone as in a leave-behind, you will need to fill it with lots of info. If your brochure is used as part of your direct mail campaign with other marketing materials, you will need to make sure it doesn’t contain repetitive info from the other marketing pieces.

Your brochure’s focus

Will you have one brochure for each product or will one brochure cover all your products? If you are writing to talk about how all of your products have a common element (like quality craftsmanship), you need to write differently than if you are just talking about one product.

Your audience

You need to know who will be reading your brochure so you know whose questions you will be answering in the brochure. If your brochure is going to potential customers who do not know much about your product, you need much more background info than for a brochure going to a loyal customer.

Decide how you will organize your info

Your brochure should answer your audience’s questions in the order they would ask them. Think of your brochure as a book with a beginning, middle and end. Most people will look at the front, then the back and then flip through the middle panels to see if the brochure contains info they need to read.

Make sure you present your info in a logical order so that it is helpful to the reader and not confusing. People will be more apt to buy from you if you provide a helpful brochure rather than one that left them scratching their heads from confusion.

Outline what topics need to be covered

Brochures are great for providing detailed info, but do not bog them down with too much info. Cramming each panel full of text will leave the customer intimidated and he or she will stop reading. Make sure you get the info you want the customer to have in the brochure and leave any extras for a leave-behind, detailed brochure or for another marketing piece.

For comments and inquiries about the article visit:  Brochure Printing

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