Marketing managers, beware of using the same tired format for your company’s brochures. Jonathan Kranz, author of Copywriting for Dummies, has come up with eight ideas for livening up a brochure and making it into something your customers will appreciate and even enjoy.
Because a brochure is meant to help make sales, Kranz suggests adding value and increasing interest by going beyond the boilerplate ingredients such as company history, mission statements and dry descriptions of products and services.
Transforming your brochure into a magazine
Create content in the form of articles and features that highlight your product’s selling points in journalistic fashion. Use the articles to show how your company is better able to serve your customers. Use glossy paper and full colour photos to mimic a magazine.
Highlight your value to consumers
Because potential customers are your primary brochure audience, create customer-focused copy. (Sounds obvious I know, but few companies actually do it.) Fill the brochure with real problems and present your products or services as the solution.
Provoke the customer to action
The world’s finest brochure is missing a key element if it fails to give a customer a reason to respond. Always tell the customer to get in touch, and include contact information. Kranz also notes that using incentives such as “a discount, a premium, a free analysis” can help to elicit a response from a customer who’s in decision-mode.
Charles Cuninghame – Freelance Website Copywriter
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