Most brochures that businesses put out today end up doing little to impact the sale of the business. By applying the 5 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool.
1. A benefit-filled headline. On the cover of most brochures you will usually find no more than the company name, logo, and maybe a quick slogan like “is committed to excellence”. If you want to turn your brochure into a powerful sales tool you need to attract your prospect’s attention immediately.
2. Educational content. Prospects read brochures because they want to make the best buying decision. Make sure your brochure is written in such a way that your prospects will know more about your product or service after they read the brochure than they did before.
3. Unique Selling Proposition (USP). USP is something that separates you from your competitors. USP is a good statement of your competitors can not, or not say.
4. Proof. Every time you make a statement about the benefits that your product will bring, you need to back that statement up with evidence. Remember that most people are skeptical at first, but you can overcome the skepticism that with the evidence.
5. A low-risk deals. Once a customer has read your USP, your educational content, and your evidence, you need to encourage them to take the next step in the buying process.
If you want them to make a purchase, mention money-back guarantee. If you want them to call for more information, convincing them that they will not be suppressed. You need to try and remove all obstacles that might be preventing someone from taking the next step.
Include as many or elements that you can to ensure your brochure leads your prospects closer to making a buying decision.