10 Things I Know About.. Writing sales brochures
10. They’re only one part of the sale.
While information is good, relationships are better. Brochures are just a small part of the sales process. They serve as a supplement, not a substitute for face-to-face meetings.
9. Respect the brand.
Make sure your brochure’s design and voice reflect the brand positioning your company has worked hard to develop and promote.
8. Define the target market.
Who’s your customer? Can you picture them in your mind? There may be more than one type. Consider different brochures for different audiences.
7. Assess the competition.
How are competing products or services presented? How can you differentiate yours from theirs?
6. Address the pain.
Put yourself in your prospect’s shoes. What are the challenges that keep them up at night? How can you bring relief?
5. Keep it clear.
Outline the benefits you offer. Don’t drown in the details of the features. Leave them wanting more. For more technical information, send them to your website.
4. Keep it active.
Active verbs give your copy, and by association your company, a sense of momentum and market presence. Powerful action words capture your prospect’s attention.
3. Be original.
Tired clichés are just filler. Everyone offers “solutions.” Nothing is “cutting edge” or “state of the art” anymore. Intrigue your reader, rather than simply inform them. Make every word count. Find novel ways to express your distinctive offer.
2. Visuals matter.
Despite your best efforts to craft compelling copy, recognize that images and design have a greater impact than text. Unless you went to art school, use a professional graphic designer.
1. Check twice, print once.
Think your brochure is complete? Read it over once more. Backwards. Or give it to someone else to proofread. Reprinting is expensive. Having a prospective customer point out glaring errors is even more costly. Let your brochure support the sale.
WBJ Web Partners
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