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Five Essentials for Planning an Effective Brochure


Brochures can be a company's best friend. They can work in conjunction with your other sales literature. Or alone.

The first step to creating an effective brochure begins with the planning. These five essentials show you exactly what you need to do before writing the first word of your brochure:

1. Know Your Brochure's Function in the Buying Process
Your product, the market, even your approach to how you want to make the sale are all major factors in how you write your brochure. Determine where your brochure functions in the buying process:

  • Leave-Behinds - Named for the type of brochure you leave behind after meeting a potential customer.

  • Point-of-sale - The type of brochure you may pick up while waiting in line at the bank.

  • Respond to Inquiries - Someone asks about a specific product and you drop a brochure in the mail to them to follow up.

  • Direct Mail - Your sales letter sells but you can also include your brochure into your direct mail package.

  • Sales Support Tool - Similar to leave-behinds but you use this type as a selling aid through a sales pitch.

2. Know If Your Brochure Stands Alone
Some companies have one brochure for one product and that's it. Others use their brochure in combination with other advertising mediums (commercials, print ads, direct mail, etc.). If you're writing a brochure to be used with other forms of advertising, your content will be determined by the ad campaign.

For example, you've written the perfect direct mail package. Your sales letter covers the reasons your prospect has to buy your product now.

Don't follow up your direct mail masterpiece with a repetitious brochure. You've already convinced your potential customer that you have a great product. Now show them the benefits and features your product offers.

3. Know Your Audience
You've already determined where your brochure fits into the buying process. Don't forget to target that particular audience.

Decide what type of information this audience needs and write your brochure accordingly. You wouldn't want to write a respond to inquiry brochure the same way you'd write a sales support brochure.

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