Ideas to make your brochure sell
In today’s competitive markets you need a brochure that will immediately seize the attention of your prospective clients, one that will generate leads that translate into sales. A brochure that works!
You need one that looks great, but also sells.
But, what makes a brochure sell? What are the key ingredients that are vital to grab the attention of your target market?
The key component is the copy, but it is the headline that is the most important ingredient of all. In today’s hectic world, you only have a brief moment in which to capture your reader’s attention. Fail to do so and they will put your brochure aside and pick up something else to read.
Various advertising gurus from Fred Caples to David Ogilvy have emphasised that 10 times as many people will read the headline compared to the number who will read the text. That means if your headline doesn’t grab the reader’s attention immediately, you have lost a prospective customer.
So, headline writing is a skill. Fail to make the grade and you’ve lost the plot.
The success of an entire brochure may stand or fall on the headlines.
But what makes a headline work?
The key factor is self-interest. ‘What’s in it for me?’ is the catch cry that captures
your reader’s eye. Answer that question and they will read the rest of the copy.
But, what makes good copy? In preparing text for brochures it’s essential that it be factually based but still powerfully written to hold the reader’s attention. You’ve grabbed their attention with the headline, now you have to keep it with a dynamic, interesting style that will ensure they not only finish the story but buy your goods
or services.
There are many writing styles and invariably an experienced copywriter will choose the one that best suits the story and of course the product. For example, there are conversational styles, in which the writer will speak directly to the reader, in a friendly chatty way that draws them in.
There are factual, hard-hitting styles that might compare one product with another, or highlight a case study in which a client explains how they tried one company only to find their goods or services were not up to their expectations.
However, regardless of which style you choose, remember to always be believable. Don’t go down the path of stretching the reader’s credulity to the point where they walk away, dismissing the text as being too fanciful, or worse still, dishonest.
