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6 Must-Have Elements of a Powerful Brochure


Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool.

1. A Benefit-Filled Headline. On the cover of most brochures you'll usually find nothing more than the company name, logo, and maybe a quick slogan like "committed to excellence". This isn't horrible, but there is a much better way to enhance your brochure. If you want to turn your brochure into a powerful sales tool you need to grab your prospects attention immediately. You do that through a benefit-loaded headline.

A benefit-loaded headline is a headline that clearly and powerfully communicates a desirable benefit that your product or service offers your customers. For example a benefit-loaded headline for a heating and cooling company would be "How the New XYZ System Can Shave $800 Off Your Utility Bill This Year". This headline is clear, specific, and powerful. If a customer were in the market for a new heating or cooling system this headline would draw the prospect into the brochure.

2. Educational Content. Prospects read brochures because they want to make the best possible buying decision. Usually when someone reads a brochure, they are hungry for knowledge about your product or service. Make sure your brochure is written in such a way that your prospects will know more about your product or service after they read the brochure than they did before.

3. Unique Selling Proposition (USP). A USP is something that separates you from your competition. To be ultimately effective you want your brochure to cause prospects to lean toward your company instead of your competitors. Your USP is a statement that either your competitors can't, or aren't saying. A popular old USP that you'll recognize is "Delivered in 30 Minutes or It's FREE!" This USP was effective because nobody else was saying it.

4. Proof. Anytime you make a statement regarding the benefits that your product will bring, you need to back that statement up with proof. Testimonials, quotes, charts, graphs, pictures, endorsements, and articles are great ways to prove your claims and cause your prospects to believe what you are saying. Remember that most people are skeptical initially, but you can overcome that skepticism with proof.

5. A Low-Risk Offer. After a customer has read your USP, your educational content, and your proof, you need to encourage them to take the next step in the buying process.

The next step could be to make a purchase, to call for more information, to set an appointment, or whatever. Whatever the next logical step is you need to invite your prospect to take it, and make them feel comfortable about taking it. If you want them to make a purchase, mention a money-back guarantee. If you want them to call for more information, reassure them that they won't be pressured. You need to try and remove all of the possible barriers that would prevent a person from taking the next step.

Incorporate as many or these elements as you can to ensure your brochure leads your prospects closer to making a buying decision.

Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com [email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. March / 19 / 2024

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Thanks to generative AI, advertising's business models will be reinvented  Fast Company

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Radio And QSR Consumers Mirror Each Other. But There's An Advertising Mismatch.  Insideradio.com

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Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

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Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

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Kristen Cavallo retires from advertising for political activism  Ad Age

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While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

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Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

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Tesla flexes Model Y achievements with Cybertruck in rolling advertisement  TESLARATI

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National CineMedia 4Q Profit Rises After Increase In Advertisers  MarketWatch

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Food Advertising Bill Advances To Assembly | News, Sports, Jobs  Evening Observer

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Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends  eMarketer

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Electronic Advertising Provisions Become Law in VA  Brewers Association

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Radio Advertising Feeds Fast Food Restaurant Success  Radio Ink

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

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Advertising Sales Representative (Fargo)  KVLY

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National columnist examines CFPB reverse mortgage advertising data  Yahoo Finance

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BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

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Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America - Editor And Publisher Magazine
CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

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OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

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Advertising Could Gobble Up The Grocery Business  AdExchanger

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Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

Kristen Cavallo, MullenLowe Group’s global CEO to leave advertising - Storyboard18
Kristen Cavallo, MullenLowe Group’s global CEO to leave advertising  Storyboard18

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Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

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Top 15 Podcast Advertisers Spent Nearly $50M During Feb.  Insideradio.com

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Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase  Yahoo Finance

Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com - TipRanks
Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

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Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

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Learning from the (Advertising) Pros | BU Today  Boston University

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National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

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Textured Hair Advertising Campaigns : from one queen to another  Trend Hunter

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Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

Microsoft Advertising testing new interface similar to Google Ads - Search Engine Land
Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

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Advertising salary guide—why design jobs are in demand  Ad Age

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We Are Social: what we saw at SXSW  More About Advertising

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Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV  BeetTV

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EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

What a TikTok Ban Would Mean for Advertisers - WiscNews
What a TikTok Ban Would Mean for Advertisers  WiscNews

Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say. - Insideradio.com
Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

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3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

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National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023  Yahoo Finance

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What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

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Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

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ADWEEK Names Ryan Joe Editor in Chief  Adweek

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GenAI in Advertising  EMARKETER

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Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

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Ayurvedic company in India banned from advertising certain products : Goats and Soda  NPR

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Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

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Elections 2024: Political advertisers supercharge TV News AdEx growth; to grow by over 85 percent  Storyboard18

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Gazette wins top news, advertising honors from Wisconsin Newspaper Association  The Janesville Gazette

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Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com  Fort Atkinson Online

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Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

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Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

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The Willy Wonka experience's generative AI debacle is just the start of our nightmarish new advertising reality  Fast Company

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Why I won't apologise for working in advertising  Creative Review

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Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down  westsiderag.com

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US oil production hits record levels under Biden  Vox.com

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Brands unknowingly wasting dollars on Made for Advertising sites  Search Engine Land

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Paper v pixels: Making a sustainable advertising choice  The Media Leader

Advertise - exploreClarion
Advertise  exploreClarion

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Amazon Says It Sold Ads for Products Shoppers Couldn't Buy  Bloomberg

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Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now  Ottawa Citizen

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Hispanic Hair Care Campaigns  Trend Hunter

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IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

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Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

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TikTok advertisers will look to rivals if US Senate moves ahead on ban  Reuters

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Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits  Yicai Global

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Britannia and Mindshare roll out AI-powered camera campaign for NutriChoice featuring Ranveer Singh  Storyboard18

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FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising  KMVT

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A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well  EMARKETER

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Breaking News Live March 19: Patanjali advertising case: SC asks Ramdev, Balkrishna to appear before it  The Times of India

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Patanjali advertising case: SC asks Ramdev to appear in person, stock down 3.5%  Moneycontrol

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CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE)  Variety

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Team Internet Group swoops for online advertising specialist in $41m deal  Proactive Investors UK

SDSU student advertising team receives top honors at American Advertising Awards - SDSU Athletics
SDSU student advertising team receives top honors at American Advertising Awards  SDSU Athletics

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RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts  Hollywood Reporter

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Patanjali Misleading ads case: Supreme Court asks Baba Ramdev to be present in court  The Hindu

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The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear)  Media Makers Meet

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How the TikTok ban threat is affecting advertisers and creators  Ad Age

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Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

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Pawsitive awareness: The rise of the pet parents  ETBrandEquity

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Meet The Ad Tech Players Using Generative AI For Their Media Buys  AdExchanger

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New Zealand government restructures advertising accounts with tender  AdNews

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Pitt State Graphics and Communications students win big in elite advertising competition  Pittsburg State University

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Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest  Defense World

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