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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.

[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. December / 04 / 2023

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
  1. Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes
  2. Elon Musk says ‘go f*ck yourself’ to advertisers leaving X  TechCrunch
  3. Advertising on X right now might not be all bad – for some  Digiday

How Advertising Is Transforming in a New Digital World - Business Insider
How Advertising Is Transforming in a New Digital World  Business Insider

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
  1. Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal
  2. Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  ABC News
  3. Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  The Independent

Trump is stepping up his advertising in Iowa, where governor has backed DeSantis - ABC News
Trump is stepping up his advertising in Iowa, where governor has backed DeSantis  ABC News

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

Digital Surge Propels Global Ad Market To Nearly 6% Rebound From 2022 Levels, GroupM Estimates; Nearly Half Of TV Ad Dollars Have Shifted To Streaming - Deadline
Digital Surge Propels Global Ad Market To Nearly 6% Rebound From 2022 Levels, GroupM Estimates; Nearly Half Of TV Ad Dollars Have Shifted To Streaming  Deadline

DeSantis campaign blames its own super PAC for leaks, bad TV advertising - POLITICO
DeSantis campaign blames its own super PAC for leaks, bad TV advertising  POLITICO

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Why Amazon's disappointing NFL Black Friday ratings aren't worrying advertisers - Ad Age
Why Amazon's disappointing NFL Black Friday ratings aren't worrying advertisers  Ad Age

Mozilla Developer Network Partners Exclusively with BuySellAds for Native Advertising Initiative - WRAL News
Mozilla Developer Network Partners Exclusively with BuySellAds for Native Advertising Initiative  WRAL News

Third-party data in advertising: Best of the MarTechBot - MarTech
Third-party data in advertising: Best of the MarTechBot  MarTech

Spanish newspaper association files multimillion-euro suit against ... - The Seattle Times
Spanish newspaper association files multimillion-euro suit against ...  The Seattle Times

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

Advertising in a cookieless world - Hospitality Net
Advertising in a cookieless world  Hospitality Net

mParticle Achieves the new AWS Advertising and Marketing ... - AiThority
mParticle Achieves the new AWS Advertising and Marketing ...  AiThority

Advertising wear out largely a 'myth', says System1 - Research Live
Advertising wear out largely a 'myth', says System1  Research Live

Federal government begins advertising new cyber rotation program - FedScoop
Federal government begins advertising new cyber rotation program  FedScoop

Coca-Cola Co. told to modify Powerade advertising - just-drinks.com
Coca-Cola Co. told to modify Powerade advertising  just-drinks.com

OPM Advertising First Federal Cyber Rotation Jobs - MeriTalk
OPM Advertising First Federal Cyber Rotation Jobs  MeriTalk

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

UK ad watchdog to crack down on ‘biodegradable’ and ‘recyclable’ claims - The Guardian
UK ad watchdog to crack down on ‘biodegradable’ and ‘recyclable’ claims  The Guardian

Nexstar Disney-Charter Carriage, Political Advertising, CW Acquisition - Hollywood Reporter
Nexstar Disney-Charter Carriage, Political Advertising, CW Acquisition  Hollywood Reporter

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

St. Clair College team wins international advertising competition ... - CTV News Windsor
St. Clair College team wins international advertising competition ...  CTV News Windsor

U.S. Advertising Revenue Forecast Raised for This Year and Next, But With a Big Caveat - Hollywood Reporter
U.S. Advertising Revenue Forecast Raised for This Year and Next, But With a Big Caveat  Hollywood Reporter

Kovels Antiques and Collecting: Advertising premiums | At Home ... - Daily Tribune News
Kovels Antiques and Collecting: Advertising premiums | At Home ...  Daily Tribune News

Keys to Success for Social Media in Healthcare Advertising - Pharmaceutical Executive
Keys to Success for Social Media in Healthcare Advertising  Pharmaceutical Executive

The Advertising Industry’s Existential Crisis - Forbes
The Advertising Industry’s Existential Crisis  Forbes

Court proceedings initiated against CDA Clinics QLD Pty Ltd and its ... - Therapeutic Goods Administration (TGA)
Court proceedings initiated against CDA Clinics QLD Pty Ltd and its ...  Therapeutic Goods Administration (TGA)

Runway ML is partnering with Getty Images on new AI video models ... - VentureBeat
Runway ML is partnering with Getty Images on new AI video models ...  VentureBeat

Apple, Disney, other media companies pause advertising on X after Elon Musk boosted antisemitic tweet - CNBC
Apple, Disney, other media companies pause advertising on X after Elon Musk boosted antisemitic tweet  CNBC

FDA Publishes Final Rule on Direct-to-Consumer Advertising ... - Morgan Lewis
FDA Publishes Final Rule on Direct-to-Consumer Advertising ...  Morgan Lewis

Forxiga’s generic makers in Korea face advertising suspension - KBR
Forxiga’s generic makers in Korea face advertising suspension  KBR

Flagstaff discontinues advertising at the airport to prevent a lawsuit regarding local gun range - Arizona's Family
Flagstaff discontinues advertising at the airport to prevent a lawsuit regarding local gun range  Arizona's Family

Biden, allies set off-year advertising record for incumbent president - NBC News
Biden, allies set off-year advertising record for incumbent president  NBC News

Paramount Advertising Chief John Halley Says Industry Mix Of Streaming, Linear And Digital Is “A Big Mess” For Buyers And Sellers, “But We’re Going To Work Toward A Better Future” - Deadline
Paramount Advertising Chief John Halley Says Industry Mix Of Streaming, Linear And Digital Is “A Big Mess” For Buyers And Sellers, “But We’re Going To Work Toward A Better Future”  Deadline

New Market Report from News/Media Alliance provides trends ... - Editor And Publisher Magazine
New Market Report from News/Media Alliance provides trends ...  Editor And Publisher Magazine

Meet The 30 Under 30 Marketing & Advertising Class Of 2024 ... - Forbes
Meet The 30 Under 30 Marketing & Advertising Class Of 2024 ...  Forbes

NAAG 2023 CP Fall Conference: Advertising… - kelleydrye.com
NAAG 2023 CP Fall Conference: Advertising…  kelleydrye.com

HGI Capital Management LLC Purchases New Shares in Lamar ... - MarketBeat
HGI Capital Management LLC Purchases New Shares in Lamar ...  MarketBeat

Norton Introduces Bill to Require Federal Agencies to Report on ... - House.gov
Norton Introduces Bill to Require Federal Agencies to Report on ...  House.gov

Meta bars political advertisers from using generative AI ads tools - Reuters
Meta bars political advertisers from using generative AI ads tools  Reuters

Advertising Watchdog Tells Charter to Soften Claims About T-Mobile ... - Telecompetitor
Advertising Watchdog Tells Charter to Soften Claims About T-Mobile ...  Telecompetitor

Division on Civil Rights Issues Notice of Violation in Response to ... - New Jersey Attorney General
Division on Civil Rights Issues Notice of Violation in Response to ...  New Jersey Attorney General

Man Sentenced for Advertising and Distributing Child Sexual Abuse ... - Department of Justice
Man Sentenced for Advertising and Distributing Child Sexual Abuse ...  Department of Justice

Political advertising: deal on new measures to crack down on abuse ... - European Parliament
Political advertising: deal on new measures to crack down on abuse ...  European Parliament

Instacart and The Trade Desk Partner to Enhance Programmatic ... - The Trade Desk
Instacart and The Trade Desk Partner to Enhance Programmatic ...  The Trade Desk

Fed Panel Wants to Confront the Role of Aggressive Auto ... - Streetsblog USA
Fed Panel Wants to Confront the Role of Aggressive Auto ...  Streetsblog USA

The 5 next big tech innovations in marketing and advertising for 2023 - Fast Company
The 5 next big tech innovations in marketing and advertising for 2023  Fast Company

Plano Police Department turning to more online advertisement for ... - WspyNews
Plano Police Department turning to more online advertisement for ...  WspyNews

Roku and Unity Partner to Bring the Power of TV Streaming ... - Roku Newsroom
Roku and Unity Partner to Bring the Power of TV Streaming ...  Roku Newsroom

Toyota SUV adverts banned in UK on environmental grounds - The Guardian
Toyota SUV adverts banned in UK on environmental grounds  The Guardian

FreeWheel forms pact with OrkaTV to enhance ad buying against ... - StreamTV Insider
FreeWheel forms pact with OrkaTV to enhance ad buying against ...  StreamTV Insider

Big players opt out of advertising on Instagram after a child predator ... - PhoneArena
Big players opt out of advertising on Instagram after a child predator ...  PhoneArena

LensCrafters AccuFit false advertising $39M class action settlement - Top Class Actions
LensCrafters AccuFit false advertising $39M class action settlement  Top Class Actions

Here are the companies pulling ads from X - Media Matters for America
Here are the companies pulling ads from X  Media Matters for America

FTC Staff Paper Details Potential Harms to Kids from Blurred ... - Federal Trade Commission News
FTC Staff Paper Details Potential Harms to Kids from Blurred ...  Federal Trade Commission News

As podcast advertising grows, brand lift data can help brands ... - Nielsen
As podcast advertising grows, brand lift data can help brands ...  Nielsen

Federal Trade Commission Announces Updated Advertising Guides ... - Federal Trade Commission News
Federal Trade Commission Announces Updated Advertising Guides ...  Federal Trade Commission News

Medical Advertising: Federal Oversight of Devices | U.S. GAO - Government Accountability Office
Medical Advertising: Federal Oversight of Devices | U.S. GAO  Government Accountability Office

U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies ... - IAB
U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies ...  IAB

US Department of Labor, Lamar Advertising Co. form alliance to ... - US Department of Labor
US Department of Labor, Lamar Advertising Co. form alliance to ...  US Department of Labor

Disney+ Expands Advertising Automation and Measurement ... - The Walt Disney Company
Disney+ Expands Advertising Automation and Measurement ...  The Walt Disney Company

Facebook owner Meta faces EU ban on targeted advertising - Reuters
Facebook owner Meta faces EU ban on targeted advertising  Reuters

Wyden, Booker Introduce Bill to Ban Surveillance Advertising | U.S - Senator Ron Wyden
Wyden, Booker Introduce Bill to Ban Surveillance Advertising | U.S  Senator Ron Wyden

New CCM Report Reveals Troubling Trend: New York State's ... - Craig Newmark Graduate School of Journalism at CUNY
New CCM Report Reveals Troubling Trend: New York State's ...  Craig Newmark Graduate School of Journalism at CUNY

Amazon rolls out AI-powered image generation to help advertisers ... - About Amazon
Amazon rolls out AI-powered image generation to help advertisers ...  About Amazon

Marketing and Advertising on DoorDash - DoorDash
Marketing and Advertising on DoorDash  DoorDash

These companies kept up LGBTQ advertising despite risk of consumer boycotts - ABC News
These companies kept up LGBTQ advertising despite risk of consumer boycotts  ABC News

Amazon’s advertising revenue tops $12 billion in the third quarter - CNBC
Amazon’s advertising revenue tops $12 billion in the third quarter  CNBC

St. John's University to Celebrate the Work of Advertising Icons ... - St John's University News
St. John's University to Celebrate the Work of Advertising Icons ...  St John's University News

Examining LGBTQ+ representation in media and advertising - Nielsen
Examining LGBTQ+ representation in media and advertising  Nielsen

McDonald’s and Wendy’s win false advertising lawsuit - CNN
McDonald’s and Wendy’s win false advertising lawsuit  CNN

Two brands suspend advertising on X after their ads appeared next to pro-Nazi content - CNN
Two brands suspend advertising on X after their ads appeared next to pro-Nazi content  CNN

Twitter's U.S. Ad Sales Plunge 59% as Woes Continue - The New York Times
Twitter's U.S. Ad Sales Plunge 59% as Woes Continue  The New York Times

FTC Publishes Staff Paper on the Harm of Blurred Advertising - Privacy & Information Security Law Blog
FTC Publishes Staff Paper on the Harm of Blurred Advertising  Privacy & Information Security Law Blog

Advertising - O'Melveny & Myers
Advertising  O'Melveny & Myers

GroupM Introduces New Protections Against Made For Advertising ... - GroupM
GroupM Introduces New Protections Against Made For Advertising ...  GroupM

Tech Trends Shaping the Future of Advertising - ExchangeWire
Tech Trends Shaping the Future of Advertising  ExchangeWire

Netflix Subscribers Are Up, But Advertising Remains Stagnant - AdExchanger
Netflix Subscribers Are Up, But Advertising Remains Stagnant  AdExchanger

Advertising Information - Healio
Advertising Information  Healio

Warner Bros. Discovery Announces New Strategy And Structure For ... - Warner Bros. Discovery
Warner Bros. Discovery Announces New Strategy And Structure For ...  Warner Bros. Discovery

Advertising Terms and Conditions - The Chronicle of Philanthropy
Advertising Terms and Conditions  The Chronicle of Philanthropy

U.S. Podcast Advertising Revenue Report 2022 - IAB
U.S. Podcast Advertising Revenue Report 2022  IAB

Norwegian DPA Adopts Measures Regarding Meta's Behavioral ... - Privacy & Information Security Law Blog
Norwegian DPA Adopts Measures Regarding Meta's Behavioral ...  Privacy & Information Security Law Blog

Variety and Canva Host Happy-Hour Reception During NYC’s Advertising Week - Variety
Variety and Canva Host Happy-Hour Reception During NYC’s Advertising Week  Variety

Antitrust: Commission sends Statement of Objections to Google over ... - European Commission
Antitrust: Commission sends Statement of Objections to Google over ...  European Commission

U.S. Advertising Forecast to Rise 5 Percent in 2023, But National TV Faces “Existential Crisis” - Hollywood Reporter
U.S. Advertising Forecast to Rise 5 Percent in 2023, But National TV Faces “Existential Crisis”  Hollywood Reporter

A Blessing and a Boogeyman: Advertisers Warily Embrace A.I. - The New York Times
A Blessing and a Boogeyman: Advertisers Warily Embrace A.I.  The New York Times

To Save the News, We Must Ban Surveillance Advertising - EFF
To Save the News, We Must Ban Surveillance Advertising  EFF

Highlights from Spotify’s Q3 ‘23 earnings - Spotify
Highlights from Spotify’s Q3 ‘23 earnings  Spotify

New Digital Catalog at St. John's Celebrates Work of Advertising Icons - St John's University News
New Digital Catalog at St. John's Celebrates Work of Advertising Icons  St John's University News

From Mad Men to machines? Big advertisers shift to AI - Reuters
From Mad Men to machines? Big advertisers shift to AI  Reuters

Advertising Week Briefing: How AI is expected to dominate this ... - Digiday
Advertising Week Briefing: How AI is expected to dominate this ...  Digiday

Supplement Company to Pay $1.1 Million in False Advertising ... - Office of the District Attorney
Supplement Company to Pay $1.1 Million in False Advertising ...  Office of the District Attorney

The Department of Advertising and Public Relations hosts AdPR ... - Grady College
The Department of Advertising and Public Relations hosts AdPR ...  Grady College

Advertising An Event - Drew Today
Advertising An Event  Drew Today

Consumer Attitudes Toward AI in Marketing & Advertising in 2023 - Morning Consult
Consumer Attitudes Toward AI in Marketing & Advertising in 2023  Morning Consult

Norway DPA seeks binding decision against Meta's alleged ... - International Association of Privacy Professionals
Norway DPA seeks binding decision against Meta's alleged ...  International Association of Privacy Professionals

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