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Moonsail Limited
Making Words Work For You |
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A Few Words About Brochures...
Your brochure should do more than tell – it should sell too – by translating features into benefits. Think of it as a time-saving device that allows you to present all the important information about your business in one easy package. Most importantly, it should help guide the customer to the next stage in the buying process – and tell them what action they need to take next.
Keep in mind that most people will approach a brochure the same way as a book: glance at front cover first, then back cover, flip through once, start reading if they like what they see. So a brochure needs logical structure to it. As a general guide, start with a brief overview of your product or service, moving straight on to the benefits. Finish with details of how the service works and how to take the next step.
Here’s a few tips to think about when planning your brochure content:
Many people switch off when faced with huge blocks of text so it makes sense to stick to short, easy to read sections. A series of headings and subheadings gives the reader a feel for the content at a glance and encourages them to read on.
Include testimonials if appropriate – a one-line sentence of positive feedback from a satisfied customer has more impact than page after page of self-promotion.
Many writers recommend running sections from page to page to encourage the reader to turn over. It does work.
Consider whether the brochure will be a standalone item or supported by other material. For example, you won’t need to include technical specification information if this is already available on a separate sheet.
A surprisingly common mistake – always include full contact details in a prominent position. Make it as easy as possible for readers to get in touch. (You’d be amazed how many brochures I’ve seen that ignore this simple rule !)
One final tip: make it worth keeping. The travel brochure which includes a map, an FAQ section, and a list of local events throughout the year is less likely to end up in the bin!
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