Everyday there is a business owner somewhere in the world asking themselves these common questions.
How can I make my brochures more effective? How do I write copy that engages my customers to read and respond?
At MGS Print we have come up with a few copywriting and design tips to create and improve your sales literature you provide customers. If you’re planning to create a brochure to drive in more sales or to announce a new product or service, you’re probably wondering what you can do to ensure a good response.
There are a lot of different costs that go into developing a flyer or brochure. Writing, photography, graphic design, and printing, plus the time you or your staff spend on associated chores and the postage rates. Cost isn’t the only thing you need to worry about. Every piece of literature you send out leaves an impression on your prospects. Leave the wrong impression, and you run the risk of losing sales and alienating customers.
So, what can you do to make your next sales brochure or flyer a winner?
- Understand your customer – Before you spend any time planning a brochure or flyer, make sure you understand your customer. Ask yourself why would they want to buy your product? What’s the most important thing it can do for them? What is the most important problem your product or service can solve for them? If you don’t know the answers to questions like these, go and ask someone. Talk to your salespeople, talk to customers. Use their answers to help decide which benefits to play up in your brochure. At the end of the day you are solving a problem for you customers.
- Plan your brochure – Focus in on these 4 keys- Attention, Interest, Desire, and Action. To be effective, your brochure needs to get attention, get the prospect interested enough to read further, raise their desire for the product or service, and get them to take a specific action such as buy now or call and make an appointment.
- Don’t put a picture of your building on the cover of the brochure – Sure, you’re proud of the building and the way the company has grown. But your customers really don’t care how proud you are of your company, or how big your building is. The only thing they care about is whether or not your products meet their needs. Don’t waste space you should use to sell your products and convince customers to buy now.
- Sell, don’t tell – Your customers and prospects aren’t really interested in your company or products. They are interested in themselves and/or their own businesses. To get their attention, your brochure needs to focus on the benefits they will enjoy by making a purchase from you. Solve their problem.
- Use headlines and graphics your audience cares about – The average reader takes less than 5 seconds to glance at the cover of a brochure and decide whether or not to read it. If your headline or graphics on the cover of your brochure are boring, few recipients will bother opening it. Let the MGSmarketing.ca Team guide you to a design that will get you noticed.
Next time we discuss the next 5 tips to effective brochures and flyers.
Until next time…. stay creative