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6 Must-Have Elements of a Powerful Brochure


Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool.

1. A Benefit-Filled Headline. On the cover of most brochures you'll usually find nothing more than the company name, logo, and maybe a quick slogan like "committed to excellence". This isn't horrible, but there is a much better way to enhance your brochure. If you want to turn your brochure into a powerful sales tool you need to grab your prospects attention immediately. You do that through a benefit-loaded headline.

A benefit-loaded headline is a headline that clearly and powerfully communicates a desirable benefit that your product or service offers your customers. For example a benefit-loaded headline for a heating and cooling company would be "How the New XYZ System Can Shave $800 Off Your Utility Bill This Year". This headline is clear, specific, and powerful. If a customer were in the market for a new heating or cooling system this headline would draw the prospect into the brochure.

2. Educational Content. Prospects read brochures because they want to make the best possible buying decision. Usually when someone reads a brochure, they are hungry for knowledge about your product or service. Make sure your brochure is written in such a way that your prospects will know more about your product or service after they read the brochure than they did before.

3. Unique Selling Proposition (USP). A USP is something that separates you from your competition. To be ultimately effective you want your brochure to cause prospects to lean toward your company instead of your competitors. Your USP is a statement that either your competitors can't, or aren't saying. A popular old USP that you'll recognize is "Delivered in 30 Minutes or It's FREE!" This USP was effective because nobody else was saying it.

4. Proof. Anytime you make a statement regarding the benefits that your product will bring, you need to back that statement up with proof. Testimonials, quotes, charts, graphs, pictures, endorsements, and articles are great ways to prove your claims and cause your prospects to believe what you are saying. Remember that most people are skeptical initially, but you can overcome that skepticism with proof.

5. A Low-Risk Offer. After a customer has read your USP, your educational content, and your proof, you need to encourage them to take the next step in the buying process.

The next step could be to make a purchase, to call for more information, to set an appointment, or whatever. Whatever the next logical step is you need to invite your prospect to take it, and make them feel comfortable about taking it. If you want them to make a purchase, mention a money-back guarantee. If you want them to call for more information, reassure them that they won't be pressured. You need to try and remove all of the possible barriers that would prevent a person from taking the next step.

Incorporate as many or these elements as you can to ensure your brochure leads your prospects closer to making a buying decision.

Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com marketing@brochures.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. November / 13 / 2019

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - INSIDER
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  INSIDER

Zeroing in on Transit Advertising - American Laundry News
Zeroing in on Transit Advertising  American Laundry News

Tencent Earnings Drop 13% as Rivals Intrude on Its Advertising Territory - Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Its Advertising Territory  Wall Street Journal

Enforcement Alert: Social Media Advertising - Brewers Association
Enforcement Alert: Social Media Advertising  Brewers Association

The Minnesota Twins are advertising for a new mascot - Hartford Courant
The Minnesota Twins are advertising for a new mascot  Hartford Courant

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

Amazon Advertising is now TAG certified - PPC Land
Amazon Advertising is now TAG certified  PPC Land

Cadent Recognized for Leadership in Addressable TV Advertising - Olean Times Herald
Cadent Recognized for Leadership in Addressable TV Advertising  Olean Times Herald

Is digital advertising a lot less effective than the ad industry believes? - Econsultancy
Is digital advertising a lot less effective than the ad industry believes?  Econsultancy

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Is Uber Local Advertising's Duopoly Killer? - Street Fight
Is Uber Local Advertising's Duopoly Killer?  Street Fight

Don't Sell Invibes Advertising SA (EPA:ALINV) Before You Read This - Yahoo Finance
Don't Sell Invibes Advertising SA (EPA:ALINV) Before You Read This  Yahoo Finance

Screenvision: A leader in movie theater advertising is getting into sports - Yahoo Finance
Screenvision: A leader in movie theater advertising is getting into sports  Yahoo Finance

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Billboard REIT Derby: Lamar Vs. Outfront - Seeking Alpha
Billboard REIT Derby: Lamar Vs. Outfront  Seeking Alpha

Kansas Legislature will be asked to repeal ban on raw milk advertising - Food Safety News
Kansas Legislature will be asked to repeal ban on raw milk advertising  Food Safety News

Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations - Washingtonian
Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations  Washingtonian

How Advertisers Are Approaching Amazon - eMarketer
How Advertisers Are Approaching Amazon  eMarketer

G5 Launches New Cross-Channel Spend Optimizer That Improves Digital Advertising Performance Up To 25% - MarTech Advisor
G5 Launches New Cross-Channel Spend Optimizer That Improves Digital Advertising Performance Up To 25%  MarTech Advisor

Facebook’s Libra Will Generate Revenue Through Advertising (But Your Data Will Remain Safe) - BeInCrypto
Facebook’s Libra Will Generate Revenue Through Advertising (But Your Data Will Remain Safe)  BeInCrypto

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

Internet Advertising Leads To Drug, Child Neglect Charges - Crothersville Times
Internet Advertising Leads To Drug, Child Neglect Charges  Crothersville Times

Unlocking Disproportionate Growth Through Audio Advertising 11/12/2019 - MediaPost Communications
Unlocking Disproportionate Growth Through Audio Advertising 11/12/2019  MediaPost Communications

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

Inside story of this leader's rise through advertising and the firm that inspired 'Mad Men' - Yahoo Lifestyle
Inside story of this leader's rise through advertising and the firm that inspired 'Mad Men'  Yahoo Lifestyle

How top health websites are sharing sensitive data with advertisers - Financial Times
How top health websites are sharing sensitive data with advertisers  Financial Times

Rugby World Cup boosts ITV’s advertising revenue - Financial Times
Rugby World Cup boosts ITV’s advertising revenue  Financial Times

Unilever, Sky, 02 join advertising blockchain pilot - Ledger Insights
Unilever, Sky, 02 join advertising blockchain pilot  Ledger Insights

Michigan Personal Injury Firm Goodman Acker Releases Groundbreaking Advertising Spot to Thank Detroit - PRNewswire
Michigan Personal Injury Firm Goodman Acker Releases Groundbreaking Advertising Spot to Thank Detroit  PRNewswire

State investigating marijuana advertising at Lewiston Colisée - Kennebec Journal & Morning Sentinel
State investigating marijuana advertising at Lewiston Colisée  Kennebec Journal & Morning Sentinel

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

NYF's Advertising Awards Launches 'Mad For This Ad' Initiative - Branding in Asia Magazine
NYF's Advertising Awards Launches 'Mad For This Ad' Initiative  Branding in Asia Magazine

A mobile advertising holiday roadmap for retailers - Retail Customer Experience
A mobile advertising holiday roadmap for retailers  Retail Customer Experience

Tech industry should not be deciding on political advertising - The Irish Times
Tech industry should not be deciding on political advertising  The Irish Times

Global In-game Advertising Market to Witness Stable Growth during the Forecast Period 2019-2028 - Sound On Sound Fest
Global In-game Advertising Market to Witness Stable Growth during the Forecast Period 2019-2028  Sound On Sound Fest

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

What's Behind Facebook and Twitter's Different Stances On Political Advertising? - The National Interest Online
What's Behind Facebook and Twitter's Different Stances On Political Advertising?  The National Interest Online

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com - Business Wire
Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com  Business Wire

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Advertising school launches immersive technology program - UT The Daily Texan
Advertising school launches immersive technology program  UT The Daily Texan

Trump Outspends Top Four Democratic Contenders on Digital Advertising - MediaFile
Trump Outspends Top Four Democratic Contenders on Digital Advertising  MediaFile

General election: The Independent needs you to send us any political advertising you see on Facebook - The Independent
General election: The Independent needs you to send us any political advertising you see on Facebook  The Independent

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

2019 – 2020 Political Issue Advertising The Blessing and the Curse! - JD Supra
2019 – 2020 Political Issue Advertising The Blessing and the Curse!  JD Supra

5 Amazon advertising execs who could replace Seth Dallaire - Business Insider
5 Amazon advertising execs who could replace Seth Dallaire  Business Insider

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

Why assumption is the mother of all advertising stereotyping - The Drum
Why assumption is the mother of all advertising stereotyping  The Drum

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

ITV to launch new addressable advertising platform - Broadband TV News
ITV to launch new addressable advertising platform  Broadband TV News

ITV announces new addressable advertising platform Planet V - IBC365
ITV announces new addressable advertising platform Planet V  IBC365

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

Twitter Is Banning Political Ads. But It Will Allow Those That Don't Mention Candidates Or Bills. - BuzzFeed News
Twitter Is Banning Political Ads. But It Will Allow Those That Don't Mention Candidates Or Bills.  BuzzFeed News

2020 candidates are mostly focusing their advertising spending online - Axios
2020 candidates are mostly focusing their advertising spending online  Axios

Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising - AdAge.com
Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising  AdAge.com

Google Considers Changing Its Political Advertising Policy - Bloomberg
Google Considers Changing Its Political Advertising Policy  Bloomberg

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding - Kotaku
10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding  Kotaku

The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead - Search Engine Journal
The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead  Search Engine Journal

Why Politicians Want Your Smart-TV Data - The Atlantic
Why Politicians Want Your Smart-TV Data  The Atlantic

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech - AdExchanger
Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech  AdExchanger

Billionaire Alastair Mactaggart on his plans to regulate advertising. - Business Insider
Billionaire Alastair Mactaggart on his plans to regulate advertising.  Business Insider

UK tax body's retrospective rethink of charity advertising tax exemption threatens media agencies - More About Advertising | Insights into Advertising
UK tax body's retrospective rethink of charity advertising tax exemption threatens media agencies  More About Advertising | Insights into Advertising

Response Indias Ram Ray left the world of advertising a better place - Business Standard
Response Indias Ram Ray left the world of advertising a better place  Business Standard

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Tony Khan Reveals the Future of “Lights Out” Matches, Talks AEW Advertising - eWrestlingNews
Tony Khan Reveals the Future of “Lights Out” Matches, Talks AEW Advertising  eWrestlingNews

New TripAdvisor China Venture Eyes Digital Advertising Revenues - Skift
New TripAdvisor China Venture Eyes Digital Advertising Revenues  Skift

ANALYSIS: A weak advertising market has caught up with Nine - AdNews
ANALYSIS: A weak advertising market has caught up with Nine  AdNews

3 steps to help improve diversity in advertising (And why that's smart) - AdAge.com
3 steps to help improve diversity in advertising (And why that's smart)  AdAge.com

Advertising or art? Bristol restaurant asked to remove window signs - Turn to 10
Advertising or art? Bristol restaurant asked to remove window signs  Turn to 10

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

What Is Native Advertising? Definition, Components, Benchmarks, & Best Practices with Examples - MarTech Advisor
What Is Native Advertising? Definition, Components, Benchmarks, & Best Practices with Examples  MarTech Advisor

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

'We've been selling the wrong thing': Newsworks CEO Tracy De Groose on why digital advertising is broken - The Drum
'We've been selling the wrong thing': Newsworks CEO Tracy De Groose on why digital advertising is broken  The Drum

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

Examining blockchain: uses in advertising, media and beyond - Campaign Asia-Pacific
Examining blockchain: uses in advertising, media and beyond  Campaign Asia-Pacific

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

The Esports Ads launches esports advertising database - Esports Insider
The Esports Ads launches esports advertising database  Esports Insider

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

eMarketer Podcast: The Advertisers Shifting Spend from Traditional Media to Digital - eMarketer
eMarketer Podcast: The Advertisers Shifting Spend from Traditional Media to Digital  eMarketer

Juul Marketing Chief Leaves as E-Cigarette Maker Suspends Advertising - The Wall Street Journal
Juul Marketing Chief Leaves as E-Cigarette Maker Suspends Advertising  The Wall Street Journal

Advertising guru Ram Ray passes away - The Hindu
Advertising guru Ram Ray passes away  The Hindu

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump - The New York Times
Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Amazon gaining on Google in search advertising market share - GeekWire
Amazon gaining on Google in search advertising market share  GeekWire

Art or advertising? Bristol board rules Chinese calligraphy will have to go - The Providence Journal
Art or advertising? Bristol board rules Chinese calligraphy will have to go  The Providence Journal

Reconciling Reach And Brand Safety In B2B Advertising - AdExchanger
Reconciling Reach And Brand Safety In B2B Advertising  AdExchanger

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

Iconic Murphy's mural in Cork is painted over after falling foul of alcohol advertising law - Irish Post
Iconic Murphy's mural in Cork is painted over after falling foul of alcohol advertising law  Irish Post

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

Arlington students pushing back against vaping use, advertising - Poughkeepsie Journal
Arlington students pushing back against vaping use, advertising  Poughkeepsie Journal

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