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Title: 6 Steps to Good Sales Brochures...
Written By: Nicole Shields
Web Site: http://www.7StepMarketingPlan.com
© 2007 Nicole Shields
- Define your purpose/strategy -
What's the purpose of the brochure? What should the reader do after reading the brochure? Will it be used to close the sale, or open a door?
- Determine how the brochure be distributed -
Will you mail the brochure with a sales letter to pre-qualified prospects, a cold mailing list, use them as as leave behinds,or distribute them at tradeshows? Knowing how you will use them will help you write your copy and determine quantity.
- Collect all materials -
Search for facts, data, photos, testimonials, case studies, charts, etc. on your product or service. You will see what you have and where there are gaps of missing information necessary to complete the sales brochure.
- Write copy -
Focus on benefits vs. features. For example, instead of telling a new banking customer that they will get an ATM card with their name on it, tell them they will have 24-hour access to their accounts with their ATM card.
Also when writing, be persuasive and logical in your presentation of information. Write to one reader at a time in a similar tone that you would use in a sales letter.
- Layout brochure -
It is strongly recommended that you use a professional graphic artist to design your brochure. First impressions are everything and when you are gone and your prospect is comparing companies, you want to make sure you don't get cut simply because your brochure does not look professional.
Use photos if at all possible, they make it real. Under those photos, place captions that reinforce what you've said in your copy. This way the 'skimmers' will at least get your top benefits.
- Tell the reader what they need to do next -
If the purpose of your brochure is to close a sale, ASK FOR IT! Tell them exactly what to do next, whether it's how to place an order, to schedule a meeting, or to visit your web site, you must tell them exactly what to do next.
About the Author
Nicole Shields is the author of the 7 Step Marketing Plan manual, a complete system, including a digital file of forms and spreadsheets, which makes it easy for business owners and managers to write, implement and manage a profit-producing marketing plan. To learn more or to sign up for the FREE 7 part marketing lesson visit: http://www.7StepMarketingPlan.com
Today's article was originally received for publication in April 2002. The author has given full permission to publish it electronically or in print, free of charge in your ezines, newsletters or on your websites, as long as the article content remains unchanged as is published here today, and that the authors copyright with resource box is included.
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