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Brochures
Use a brochure to tout the benefits of your product, service or cause while encouraging your readers to take the action you want them to take.
Brochures
There are scores of different brochure styles but the most common ones are usually easy to recognize:
Trifolds
fit a standard #10 envelope or literature rack. They can have more than one page/six panels but usually don’t. Use them for those times when a little information is all that’s needed.
Full-size (88.5″ x 11″) pages.
Most have four to eight pages. Full-size brochures give you additional space to explain and show more than trifolds.
Four page brochures
are formed by folding an 11 x 17 inch piece of paper in half.
Eight page brochures
consist of stapling two 11 x 17 inch pieces of paper in the middle and stapling them at the fold.
Use brochures…
As leave-behinds
to remind a customer what was shared so they don’t have to take notes. Be sure your leave-behind lists your contact information.
For inquiry fulfillment
when a prospect is “window shopping” to save you time and money until he or she decides to do business with you. Be sure the title of this kind of brochure is riveting and that it contains useful information. (Example: “How to Slash Your Pharmacy Bills by More than 50%”)
As an additional sales tool
to act as a memory prompt while you’re presenting, to illustrate your sales pitch, and to add believability to your pitch.
As direct mail
to give your prospects the details they need to decide to do business with you. (You’ll include a sales letter with the brochure, of course.)
As a point of sale (POS) display
so the public can take one home. Be sure your Point of Sale brochure has an attractive, riveting cover that compels visitors to pick it up. (Example: “I Was Astonished to Learn these Facts about _________”)
There are three basic brochure types: product, service, company overview.
Your product brochure
can throw a spotlight on a single product or a line of products. This brochure explains what your product (or line) is, how it’s made, what it’s made of, how it works, why it’s better than similar products, and which features it offers.
Persuasion is what separates a brochure from a booklet or pamphlet.
A great brochure gives readers plenty of reasons to engage with you instead of accepting substitutes. Reasons often include quality, cost, efficiency, savings, and performance, and other attributes.
Your service brochure
explains what your service is, why your target audience needs it, and how to contact you. If you have testimonials and facts to back up your claims, use them!
First things first: Do you even need a brochure?
Are customers asking for a brochure?
Is your sales force? Are you selling to businesses or industries? Are you selling through agents? Are you running ads, sending out media releases, or using telemarketing to get leads? Are you using direct mail to generate leads? Is your product or services one that your prospects need to ponder before making a decision to engage? Does your product or service have engaging visual features and benefits? Is your business brand new? Do you want to boost sales or build your image?” If you answer “Yes” to any of these then yes, you need a brochure—and a copywriter that knows how to write them. Let’s talk!
