Sunday, January 15, 2012

5 Tips for Better Marketing Brochure Writing – GEC Business Review


by Kelvin Wong

There are many small and medium businesses (SMEs) fail because of their “negligence” on one critical marketing element: the brochure. It’s the Marketing support material that isn't just about the medium, but it's about to grab and keep customers.

Customers expect a "real" company to have printed sales literature. If you want customers to know you mean business, frankly, you need a brochure.

Printed material can be taken home and read at leisure. In short, a good brochure sells. Let’s read on our recommended 5 tips on writing a brochure that will support your business marketing efforts and ultimately increasing your revenue.

1. Know What Your Reader’s Interest Is
It’s the very first step, you should draft a brochure from the reader's point of view. What are your readers' concerns? What do they need to know before making a purchase of your product or service? Then, all the answers should be inserted in your collateral materials.

2. Motivate Your Reader to Further Read
Your reader will definitely see is the front cover, you’ll likely lose the sale opportunity if you get it wrong. Start with the benefits of your product and use a thought-provoking teaser to motivate the reader to pick up your brochure and read it. You should avoid simply putting your company or brand logo or product photo on the front. It won’t work with that alone!

3. Highlight Your Reader's Needs
Always remember, don't get carried away with your own interests. Talk about your reader, but not your product. It must be sure that your readers’ “needs” are addressed, lead them to find a way and bring it home. The making of the information should be appealing and relevant to the readers. He or she will ultimately become your customer.

4. Shout about Your Product's Benefits
Readers care about the product or service benefits, features are just secondary. In other words, you should write down your product features followed by added “benefit” words after each point. For instance, "This car has an energy-saving engine, it saves fuel!" Got that? Benefits sell products.

5. Shaping Your Brochure
Brochure is no longer just regular rectangle. Let’s be creative. If you're selling automobile, you may consider creating a brochure in the shape of a car. Use your imagination to come up with a stunning and eye-catching piece. Let’s try round, oval, triangle, oblong or whatever you like. Sky is the limit!

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