Marketing Basics – Creating Sales Brochures, Part Two

The following tips will help you design a printed brochure that will represent your company or business, outline the products or services you offer and be an effective sales and marketing tool. Good brochure design is essential. Among the subjects we’ll take a look at are the cover, headlines, text, features and benefits, calls to action and testimonials.

Cover Content

The front cover is the first thing that people see. Give them a good reason to keep reading. What do your readers want to see? They want to see what you can do for them. Outline the benefits your product or service provides. The brochure’s cover should include your company name, a minimum of two methods of contact (phone, fax, e-mail, Skype, social media, etc.), your logo and your tagline.

What’s Inside?

A list of contents is useful for brochures with eight or more pages. Write the contents list in bold type and keep it separate from the rest of the text. Don’t use boring terms like “Introduction,” use a customer benefit instead.

The Headlines

It’s vital that you capture your readers’ attention quickly, enticing them to read the rest of the brochure. Why take the time creating a great brochure if your audience reads just the cover and then puts it down? Use plenty of headings that explain what the following text is about. This allows the reader to scan for what they want without reading every word. A striking headline provokes interest and maintains the reader’s attention.

Use Less Text, Not More

Your brochure must be easy to read. Keep your text brief and tailored to the benefits of the company, service or product you’re promoting and free of trade-inspired jargon. Use short sentences and paragraphs and bullet points to highlight key information.

Large blocks of text that don’t allow you to use a modern layout are a turn-off. Don’t list too much information. This will confuse your readers and reduce your marketing message. Target your readers’ interests in a nutshell and they’ll have an authentic understanding of what you can offer and how you will do it.

Features Tell, Benefits Sell

What’s in it for me? That’s what your readers want to know, and so should you. Brochures often explain features, and it’s best to sell those features through the benefits. Features are characteristics a product possesses. Benefits are positive results that occur because of the features. Your customers and prospects are interested in themselves and/or their businesses. To get their attention, you need to focus on the benefits they’ll enjoy by purchasing your product or service.

Engage The Reader

Talk to your readers. Use words such as I, me, you and your. This allows you to create a rapport with them.

Be Eye-Catching

Images, consistent color schemes or exciting illustrations will attract your target audience. Using color in printed brochures can incur higher printing costs, but the ROI (return on investment) should justify the expense. Don’t neglect this important aspect of your sales pitch. Doing so could see your brochure tossed in the trash instead of in front of prospective clients.

Call To Action

Entice your readers and give them a reason to contact you. Don’t assume they’ll be spurred to get in touch to buy your product or use your services after reading your brochure. Tell your readers what you want them to do. Make it one action; don’t ask them to do multiple things. Don’t ask your readers to act, tell them.

A compelling brochure needs a call to action like a free gift, a free estimate or a free sample to give a reader that extra incentive to contact you. Give your readers a reason to act.


A testimonial from a happy customer is a powerful marketing tool. Always include the customer’s name and the name of the company they work for.

Use Quality Paper Stock

A flimsy brochure tells your readers you put minimum thought and even less effort into the production of your marketing materials. A sturdy brochure, like a sturdy handshake, promotes belief. One of the first things that will be noticed about your brochure is its “feel”. Use a high-quality paper with a glossy finish to make your brochure stand out.

Final Checks

• Check all copy for spelling mistakes.
• Work with a copy editor/proofreader.
• Thoroughly check printer’s proofs before approval.

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