A brochure is a factual support to your sales pitch. Typically, there are four types of brochures. Knowing the point when your readers are exposed to your brochures you can go a long way in writing compelling copy for your brochure. Following are the various types of brochures:
Direct Mail Brochures:
As a part of the Direct Mailer, a brochure acts as a factual support to your sales letter. Arm your brochure with features, benefits, comparisons, and proofs. Your brochure should lend credibility to the product offerings and persuade your readers to buy the product offering.
Leave behind brochures:
As the name suggests, your reader will read this brochure after meeting a sales representative of the organisation. Typically, your brochure should be more detail oriented. The only reason your reader is reading the brochure is to clarify any doubts and further understand what is in it for him.
Point-of-Sale brochures:
These brochures are kept next to the cashier’s desk at the bank or a supermarket. Try to create curiosity and then get onto explaining all the details.
Follow-up brochures:
These brochures are response brochures, which are sent after your reader has shown interest in your offerings. As your reader is already aware about your product, all your brochure has to do is create an emotional appeal to your readers with impactful information and powerful testimonials that can persuade your reader to act now.
No matter at what point of time the reader reads a brochure, its primary purpose is to persuade readers to buy the product offerings. Here are the 10-steps that can help you create brochures that sell every time.
Step 1: Create a dialogue with your reader
Identify your audience and write directly to them. Show them that you understand what they want, and their concerns, and address to these issues. Understand what they are thinking, before deciding to make the purchase and answer all their worries through your brochure.
Step 2: Create instant excitement
Write a cover line that creates intrigue in your reader’s mind; make them want to open the brochure. Compliment the copy with exciting visual that supports your main benefit.
Step 3: Develop your story
Always remember if your readers are reading the brochure, they are quite serious about your product. Write meaningful information that helps your reader to decide and buy your product offerings rather than just bogging them with information.
Start by creating a broad outline of your brochure’s copy. Prioritise your points and maintain a conversational tone to say exactly what your reader wants to read. To simplify your copy, use illustrations and charts.
Step 4: Create headlines that pull
Meaningful headlines surely make the difference. Always elaborate the unique selling points with clear yet compelling headlines. Be very specific while writing your headlines. Instead of saying, “Product A will do this for you”; you should say, “Now simplify your life with Product A.”Always remember, if the headline answers your reader’s doubt, he will surely try to read the copy to know how.
Step 5: Design your brochure to sell
The layout should be clean and professional. Your brochure needs to be a visual treat for your reader. Optimise your copy with exciting images, illustrations, charts, tables, and diagrams. Exemplify your prime benefit and show how the product offering can change the readers’ life, for the better.
Never use more than three fonts in your brochure. Your name and logo should be prominent but not dominant in the brochure. Always include an address panel on the back cover.
Step 6: Watch your tonality
Talk to the reader, focus on his problems, and build rapport before you try selling your product.
Never use industry jargons, instead tell him how your offering will meet or even exceed his expectations. Answer all his questions in an uncomplicated yet personal tone.
Studies suggest that most people look at the front cover, then the back and then flip through the middle to see if the brochure contains the information, they are looking for.
Follow the reader’s eye and your reader will find your brochure more useful and will continue reading.
Step 7: Create copy that makes reader turn pages
End of every page is an excuse for your reader to close your brochure. Write compelling copy that excites readers to read on, until the last page.
Step 8: Add a guarantee for guaranteed responses!
A guarantee always increases readers’ confidence in your product offerings. It is surely a great way to boost your response.
Step 9: Add credibility with testimonials
Always add testimonials as they easily create trustworthiness of your product offerings. Studies suggest that when testimonials are clubbed together, they create a better impact than the ones spread across your copy. So, always put testimonials together, very near to the call-to-action.
Step 10: Simplify response mechanisms
Make your response mechanism as painless as possible for your reader. Include toll-free numbers, premiums, and deadlines to make your reader act now!
I am sure, using these simple yet effective tips, you can surely create brochures that can persuade readers to buy your product offerings. Here’s wishing you all the very best!
No comments:
Post a Comment