4. Organizing Your Selling Points
Think of your brochure as a book. It tells a story about your product/service.
Your brochure should have a beginning, middle and an end. And just like a book, most people will look at the front cover, back cover, maybe even flip through the pages to see if it's worth reading.
How you determine the organization of your selling points depends on #3 - Know Your Audience. Once you've determined who's going to read your brochure, then you choose the approach that will best fit these readers.
For example, say you own a car dealership. You might want to write a helpful brochure like, "10 Things to Look for When Buying a Car." Now you can go into detail of what a customer should look for and how your company can help in the buying process.
This adds credibility to your company and the fact that you have this type of brochure could make the difference in whether you get the sale or your competitor does. After all, you were the one that wrote a helpful brochure your customer needed and used.
5. Complete, Accurate and Thorough Information
Before you start hammering away at the copy in your brochure, take the time to really think about the information you want to include. Open up most brochures and you'll find lots of words. That's because brochures need to contain as much information as possible to get your potential customer to the next step - the purchase.
Someone who is interested in your product will read every word of your brochure. However, your prospect will feed their paper shredder if you're not providing them with useful information - or worse - your copy is dull.