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The Internet and Beyond - 12 Tips on Writing Better Brochures


Every year thousands of online businesses fail. None of them begin with the idea they'll fail, in fact they have high hopes of success, but they fail all the same. One of the main reasons for the high failure rate is an over reliance on one marketing channel?the Internet.

Marketing isn't about using one medium. It's about getting and keeping customers. Yes, Internet marketing can help you can do that but only if you use it in conjunction with other tactical tools. In addition there are thousands of potential customers that are extremely cautious about placing important business or buying an expensive item from an unknown online vendor. That's one of the reasons why, in order to succeed, EVERY online company must have brochures and other forms of printed sales literature to hand out to customers and prospects.

An online company needs printed sales literature for two reasons:

1. Credibility: People expect a "real" company to have printed sales literature. It's easy to afford spending $60 on business cards, letterhead etc. and call yourself a corporation. But if you want to look like you mean business, you need a brochure of some sort.

2. Time-saving. People want printed material to take home and read at their leisure. Yes, you can direct them to your Web site, but a brochure adds a personal touch, tells your prospect what the product or service can do for them and why they should buy from you. Brochures also support other advertising, direct mail, online promotions, and can be used as a sales tool by distributors. In short, a good brochure sells.

Here are 12 tips on writing a brochure that will support your online marketing efforts, and increase your sales.

1. Know What Your Reader Wants

You must write your brochure or leaflet from the reader's point of view. That means the information must unfold in the right order. Begin by analyzing what your reader wants to know. An easy way to do this is by assessing the order in which your reader's questions will flow. For example, imagine you own a medical spa facility offering Botox and other anti-aging treatments. You are interested in encouraging your readers to make an appointment for a consultation and/or schedule a treatment. Now, given the nature of your business, your reader will have a lot of questions they'll want answered before they'll consider making an appointment. Your brochure should answer their questions in a logical sequence following the reader's train of thought. A good way to organize your points is to write down the questions you think a potential customer might have, and the answers your brochure might supply.

2. Motivate your reader to look inside

The first page your reader will see is the front cover. Get it wrong and you've as good as lost the sale. Don't make the common mistake of couching your services in technical jargon. Think benefits or thought-provoking statements that motivate the reader to pick up the brochure and open it. Add a flash that tells the reader there's something inside that will interest them - an exclusive invitation, a free report, special discount or advance notice of sales. Don't be tempted to put only your company logo or product name on the front. It won't work.

3. Contents Page - What's in it

In brochures of eight pages or more, a list of contents is useful. Make your list in bold and separate it from the rest of your text. Use the contents to sell the brochure. Don't use mind-numbing words like "Introduction" or "Model No A848DHGT". Pick out your most important sales point and use that in your heading.

4. Describe Your Product

To help you describe your product draw up a list of product features (facts about your product) and add the words "which means that..." after each point. For example, "The cake is made from an original recipe, which means that...it tastes better." Or, "The car has a 300 horse-power engine, which means that...it goes faster." Remember that the purchaser of your product is not always the user so there may be more than one benefit for each feature.

5. Make it a Keeper

Putting helpful information in your brochure will encourage the reader to keep it, refer to it often or pass it on to other people. If you're selling paint you can provide hints on color schemes, painting how-to information, tips from the pros etc. If you're selling skin care products you can give your readers tips on how to combat pimples, dry skin, fine lines and wrinkles.

6. Alter the Shape

Who says a brochure has to be A4? Selling sandwiches? You can design a brochure in the shape of a sandwich. Season tickets to soccer matches? Design it in the shape of a soccer ball. Using your imagination when designing your brochure can produce better than average results. According to Direct Magazine, a recent mailing by CSi, a company that conducts customer satisfaction surveys for automobile insurance firms and repair shops, got a 15% response rate with a brochure delivered in a 32-ounce squeeze sport water bottle. The headline read, "Thirsty for more repair orders?"

Try tall and slim, square, oblong. Whatever you like. The only limitation is your imagination, and, of course, your budget.

7. Make it Personal

An experienced speaker talking to a large audience will pick out a face in the crowd, and talk to that face. This connection with one person allows the speaker to make his talk more personal than if he were merely addressing a mass of faces. In a similar fashion, the words in your brochure should use this technique and zero in on one imaginary single person. Why? Because writing in a direct "I'm-talking-only-to-you" style will increase response.

8. Add Atmosphere

Don't let your brochure sound aloof. Let your reader share your feelings. There's no reason why a brochure about a wood burning stove has to go into the ins and outs of how the stove works. Tell your reader about rain swept winter evenings and snow-bound afternoons. Let your words show them how warm and snug and they'll be when they purchase one of your stoves.

9. Get Selling...Fast

Remember, not everyone wants to be educated on every aspect of your product or service. Nor does everyone want to know the manufacturing details of your widget. Don't waste their time telling them about things that don't convey a benefit.

10. Talk about your reader's needs

Don't get carried away with your own interests. Talk about your reader, not yourself. Here are the first words in a brochure from a company selling insurance:

"Insurance is a complicated business. Our company was formed in 1975 to help our clients deal with the process of finding the right insurance to suit their needs. In the last 20 years we have been selling insurance to a wide range of customers from many different walks of life. Our company's reputation is unsurpassed in the industry..."

Yawn...This is the bar room bore in print. Instead of telling you how the company can help solve your problems, it's more interested in telling you about itself.

11. Give Directions

Every brochure should be organized so the reader can flip through the pages and easily find what they want. Provide clear signposts or headlines throughout the brochure and make sure each one says: "Hey, pay attention to me!"

12. Ask for Action

Regardless of how you organize your brochure, there's only one way to end it. Ask for action. If you want your reader to respond include an 800 number, reply card, or some form of response mechanism. In fact, to increase your brochure's selling power you should include your offer and a response mechanism on every page.

About The Author

Julia is an independent copywriter and consultant specializing in advertising and search engine marketing services. To learn more about how Julia can help boost your company's profits visit her site at www.juliahyde.com. You may also like to sign up for Marketing Works! Julia's monthly ezine. Visit www.juliahyde.com/form.html to sign up or email Julia for details.

info@juliahyde.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. November / 18 / 2019

We Need to Fix Online Advertising. All of It. - Slate
  1. We Need to Fix Online Advertising. All of It.  Slate
  2. Twitter to Restrict How Certain Advertisers Target Users  The Wall Street Journal
  3. Twitter Outlines Political Advertising Ban but Enforcement Details Lacking  TheStreet.com
  4. Twitter says issue ads not part of ban on political advertising  USA TODAY
  5. Twitter details new policy banning political advertising that also limits ads pertaining to 'issues'  Daily Mail
  6. View full coverage on Google News

Getting rid of microtargeting in political advertising is a terrible idea - Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  Washington Post

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Five Ways 5G Will Change Digital Advertising - MarTech Series
Five Ways 5G Will Change Digital Advertising  MarTech Series

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce - The Missoulian
ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce  The Missoulian

Lamar Advertising Reaches Analyst Target Price - Nasdaq
Lamar Advertising Reaches Analyst Target Price  Nasdaq

Money spent on beer ads linked to underage drinking - EurekAlert
Money spent on beer ads linked to underage drinking  EurekAlert

TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it - Business Insider
TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it  Business Insider

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Measuring online behavioral advertising: One more step to protect users - EurekAlert
Measuring online behavioral advertising: One more step to protect users  EurekAlert

Hyundai Confirms Super Bowl LIV Advertising - PRNewswire
Hyundai Confirms Super Bowl LIV Advertising  PRNewswire

Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking' - Complex
Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking'  Complex

How Publishers Are Missing $13B in Video Advertising Revenue - Tubular Insights
How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture - Food & Environment Reporting Network
Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture  Food & Environment Reporting Network

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Yahoo Finance
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Yahoo Finance

Opinion Why men's advertising is in crisis - The Drum
Opinion Why men's advertising is in crisis  The Drum

BOB CONFER: Advertising fits the bill for schools - Lockport Union-Sun & Journal
BOB CONFER: Advertising fits the bill for schools  Lockport Union-Sun & Journal

National View Column: Unchecked political advertising on social media a threat to our democracy - Duluth News Tribune
National View Column: Unchecked political advertising on social media a threat to our democracy  Duluth News Tribune

Tesla’s word of mouth strategy in focus: Why Elon Musk’s community-based initiative still works - Teslarati
Tesla’s word of mouth strategy in focus: Why Elon Musk’s community-based initiative still works  Teslarati

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

Truck advertising CT2030 outside the Capitol paid for by labor union - Yankee Institute
Truck advertising CT2030 outside the Capitol paid for by labor union  Yankee Institute

BAYARD ADVERTISING AGENCY INC - Ad from 2019-11-17 | Office Services - Herald & Review
BAYARD ADVERTISING AGENCY INC - Ad from 2019-11-17 | Office Services  Herald & Review

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R - Business Insider India
Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R  Business Insider India

Advertising Management Platform Market Size, Industry Status and Growth opportunities for Leading Players| Google ,Bannerflow ,RhythmOne - ToplatestDailynews
Advertising Management Platform Market Size, Industry Status and Growth opportunities for Leading Players| Google ,Bannerflow ,RhythmOne  ToplatestDailynews

The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs - Forbes
The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs  Forbes

Iconic Newspapers advertising executive to feature on Pulling With My Parents - Waterford Live
Iconic Newspapers advertising executive to feature on Pulling With My Parents  Waterford Live

GDPR // A non-technical view of programmatic advertising for brands and publishers - Mediatel News
GDPR // A non-technical view of programmatic advertising for brands and publishers  Mediatel News

UK advertisers balk at high cost of targeted TV ads - Digiday
UK advertisers balk at high cost of targeted TV ads  Digiday

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Mobile Advertising Needs More Than Just 5G - MarTech Series
Mobile Advertising Needs More Than Just 5G  MarTech Series

Irish Heart Foundation calls on State to ban e-cigarette advertising - The Irish Times
Irish Heart Foundation calls on State to ban e-cigarette advertising  The Irish Times

Certainty During Uncertain Times: Guess & Co. Corporation Launches Nationwide Advertising Campaign - StreetInsider.com
Certainty During Uncertain Times: Guess & Co. Corporation Launches Nationwide Advertising Campaign  StreetInsider.com

5G Will Reshape Advertising Data - AdExchanger
5G Will Reshape Advertising Data  AdExchanger

Advertising Billboard Lights Market 2019 SWOT Analysis by Players: Osram, Philips, GE Lighting - The Connect Report
Advertising Billboard Lights Market 2019 SWOT Analysis by Players: Osram, Philips, GE Lighting  The Connect Report

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin - Racine County Eye
Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin  Racine County Eye

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

Apple's next big thing is advertising - AdNews
Apple's next big thing is advertising  AdNews

SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers - JD Supra
SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers  JD Supra

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

EARLY SMI: October misses an expected lift in advertising spend - AdNews
EARLY SMI: October misses an expected lift in advertising spend  AdNews

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Professor Barbara Allen receives award for book exploring lies in political advertising - Carleton College News
Professor Barbara Allen receives award for book exploring lies in political advertising  Carleton College News

It's Time For Some Honesty About (Online) Advertising - B&T
It's Time For Some Honesty About (Online) Advertising  B&T

Facebook Advertising: How to Choose the Best Campaign for Your Goal? - ChartAttack
Facebook Advertising: How to Choose the Best Campaign for Your Goal?  ChartAttack

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Konga founder Sim Shagaya's early company, E-Motion Advertising acquired by Seyi Tinubu's Loatsad Promomedia - Techpoint Africa
Konga founder Sim Shagaya's early company, E-Motion Advertising acquired by Seyi Tinubu's Loatsad Promomedia  Techpoint Africa

Radio to TV, festive advertising volumes in India decline sharply: Report - Business Standard
Radio to TV, festive advertising volumes in India decline sharply: Report  Business Standard

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

Globo Loses Share of Official Advertising Funds under Bolsonaro Administration - The Rio Times
Globo Loses Share of Official Advertising Funds under Bolsonaro Administration  The Rio Times

ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019 - CSRwire.com
ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019  CSRwire.com

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

Sam's Club Brings Together Record-Breaking Olympians Usain Bolt and Allyson Felix in Latest Advertising Campaign - MarTech Series
Sam's Club Brings Together Record-Breaking Olympians Usain Bolt and Allyson Felix in Latest Advertising Campaign  MarTech Series

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

Blockchain in Media, Advertising, and Entertainment Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US - News Conduct
Blockchain in Media, Advertising, and Entertainment Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US  News Conduct

Kansas Legislature will be asked to repeal ban on raw milk advertising - Food Safety News
Kansas Legislature will be asked to repeal ban on raw milk advertising  Food Safety News

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

Data from Facebook Pay will power its advertising - TechHQ
Data from Facebook Pay will power its advertising  TechHQ

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

Digital advertising can certainly deliver impact, but it's not the Holy Grail - The Media Online
Digital advertising can certainly deliver impact, but it's not the Holy Grail  The Media Online

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

UK Advertisement Authority Goes After Misleading Crypto Advertisement - CryptoGlobe
UK Advertisement Authority Goes After Misleading Crypto Advertisement  CryptoGlobe

TikTok Is Running Ads Targeting Potential Facebook Advertisers - Adweek
TikTok Is Running Ads Targeting Potential Facebook Advertisers  Adweek

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

Online Advertising Management Software Market 2019-2026 is booming in forthcoming year by Leading Players Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix - Market Expert
Online Advertising Management Software Market 2019-2026 is booming in forthcoming year by Leading Players Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix  Market Expert

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

Campbell's secures prime real estate at Walmart in deal with Hallmark Channel - AdAge.com
Campbell's secures prime real estate at Walmart in deal with Hallmark Channel  AdAge.com

Tories spend thousands on targeted advertising in Boris Johnson's seat - New Statesman
Tories spend thousands on targeted advertising in Boris Johnson's seat  New Statesman

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

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How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

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The SEC brings its adviser advertising rules into the internet age  InvestmentNews

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

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Truth in Advertising  Ms. Magazine

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