| A brochure is an extremely effective marketing tool | | | | to capture the reader's attention will mean the |
| and, although it can be expensive to produce, the | | | | prospect will not read your copy. It is worth spending |
| benefits far outweigh the initial outlay.To gain the | | | | time on getting the headline right and testing it on a |
| maximum benefit from your brochure, you need to | | | | few people before printing it in your brochure.When |
| make it as dynamic and as interesting as possible so | | | | you have their attention you need to keep it. Your |
| you know it will be read. You need to ensure that | | | | body text should therefore be lively, interesting and |
| everything from your illustrations to your text is | | | | compelling enough to make your reader want to buy |
| appealing and eye-catching.Before you start work on | | | | from you or use your services.The copy must focus |
| your brochure, you need to think about who it is you | | | | on your customer, stress the benefits of using your |
| want to read it ie your target market. You want it to | | | | product or service, outline what sets your product |
| be read by people who may want to buy what you | | | | apart from your competition, prove your case, establish |
| are selling or use your services. You must then ensure | | | | your credibility and build value.It is important to make |
| the content of the brochure will appeal to your target | | | | the text easy to read and get your message across. |
| market.If it is a product you are selling, a photograph of | | | | Reducing the amount of text is far better than |
| someone using that product is preferable to a photo of | | | | reducing the size of the font to fit all the text in. If the |
| just the product. A single photo of a happy user of | | | | text is too small, your prospects will not read so, if it is |
| your product is much more likely to inspire your reader | | | | too long, rewrite it.As attention getters, important |
| and make him want to buy what you are selling. | | | | words can be highlighted in bold or italics but these |
| Appealing visuals will get your product noticed so it is | | | | highlighting tools should be used sparingly. Overuse can |
| important to choose the content well. Remember, | | | | be off putting.Short, sharp sentences are easy to read |
| pictures of babies, young children, puppies and kittens | | | | and easy to remember. Long sentences make the |
| all appeal to most people. Think of ways to include | | | | reader quickly lose interest and you run the risk of |
| them in your cover photograph.An important point to | | | | them stopping before they have read your |
| remember when using photographs is to include a | | | | message.Bullet points, as with bold type and italics, are |
| caption which tells your reader who and what is in the | | | | good attention getters but overuse of those can also |
| photograph. Photos without captions only tell half the | | | | put a reader off.Close your brochure with a call to |
| story.Headings are an integral part of your brochure | | | | action and make sure your mailing address, fax |
| but remember that headings should not just tell the | | | | number, telephone numbers, including mobiles, email and |
| reader what the following paragraph is about but they | | | | web site are all included. It is imperative you make it |
| should be crafted so that the reader will want to read | | | | easy for your potential customers to contact you. The |
| on into the body text.You could use the technique of | | | | easier it is for them to find you, the more chance you |
| offering a solution here such as: 'How to make a | | | | have of them actually making contact.Martin Print, |
| fortune without really trying' or asking a question such | | | | based in Australia, have helped more than 2000 clients |
| as: 'What makes Chumpy Puppy dog food better than | | | | grow their businesses by generating more sales |
| the rest?' The headings should not be too long.Failure | | | | through creative print & design. |