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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 Sun. August / 09 / 2020

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Entercom revenue drops 54% in 2Q due to Covid-related advertising decline  Philadelphia Business Journal

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What Can Blockchain Really Do for Advertising? A Perfect Use Case With SaTT  Yahoo Finance

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After Taking a Pandemic Hit, Billboard Ad Companies See Signs of Hope  The New York Times

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News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue  The Wall Street Journal

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Muralist restores historic advertising artwork | Local News  Beloit Daily News

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TikTok Prepares Advertisers for Possible App Ban  The New York Times

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Key Insights: Mobile ads “the hotspot”, advertising growth projections, and customer experience dissected  ClickZ

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Facebook bans pro-Trump super PAC from advertising on its platform  Fox Business

Brands need superpower to balance consumer and advertising sentiment in post-lockdown world - Moneycontrol.com
Brands need superpower to balance consumer and advertising sentiment in post-lockdown world  Moneycontrol.com

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Meet the Press Blog: Latest news, analysis and data driving the political discussion  NBC News

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Podcast advertising to hit $1 billion in 2021  Fox Business

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Applied Arts 2020 Advertising Awards  Dexigner

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Times online advertising and subscription revenue exceeds print revenue  Crain's New York Business

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Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence  Ad Law Access

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Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising  AdExchanger

Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider - Business Insider
Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider  Business Insider

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New York Times: Thriving Amid The Decline Of Advertising Business  Seeking Alpha

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Gannett and Tribune newspaper chains see subscriber growth amid plunging advertising.  The New York Times

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Trackhouse.io launches Affiliate & Advertising Platform  Martechcube

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Lamar Advertising removes anti-mask billboards, declines to display 3 of 4 ads from anti-racism group  The Spokesman-Review

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How to Create Video Advertising Campaigns for the Long Run  Entrepreneur

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Advertising Revenues Projected To Decline In 2020 Worldwide  Forbes

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Audi Isn’t The First Automaker To Slip On An Advertising Banana Peel  Forbes

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Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement  Social Media Today

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Vegan food company provokes with M*** F*** advertising campaign  The Guardian

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Facebook May Ban Political Advertising  Variety

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Disney Slashed Ad Spending on Facebook Amid Growing Boycott  The Wall Street Journal

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Hyperlocal Device Targeting Should Be Part of Your Advertising Strategy  Grit Daily

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Advertisers were cutting their Facebook ad spending well before the boycott began  Digiday

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Advertisement: American Advertisement | Review  Pitchfork

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These big companies have cut the most daily ad dollars during the Facebook boycott  Fortune

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Rising Rockers Advertisement Unleash Debut Album American Advertisement: Stream  Consequence of Sound

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Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’  The Wall Street Journal

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