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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 [email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. May / 12 / 2021

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Here’s what Freakonomics gets wrong about advertising  The Next Web

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Amazon files lawsuit to dismantle illegal advertising scheme targeting customers  Fox Business

Asia-Pacific Roundup: TGA consults on advertising code revamp - Regulatory Focus
Asia-Pacific Roundup: TGA consults on advertising code revamp  Regulatory Focus

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The bull case for advertising is back on | Advertising  Campaign Asia

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The Pitch: Advertising and marketing news for 5.11.21  RichmondBizSense

Apple's privacy change is already crushing advertisers - Business Insider
Apple's privacy change is already crushing advertisers  Business Insider

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Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton  The Wall Street Journal

Apple hires former Facebook advertising exec to bolster its own ads platform - 9to5Mac
Apple hires former Facebook advertising exec to bolster its own ads platform  9to5Mac

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Avoiding UDAAP Pitfalls: Recognizing and Addressing Risk in Marketing and Advertising  ABA Banking Journal

How to Advertise in Newsletters: A Beginner's Guide (with Examples) - Search Engine Journal
How to Advertise in Newsletters: A Beginner's Guide (with Examples)  Search Engine Journal

Texas Sen. Ted Cruz Spends Over $240,000 On Facebook Advertising In Last Two Months - CBS Dallas / Fort Worth
Texas Sen. Ted Cruz Spends Over $240,000 On Facebook Advertising In Last Two Months  CBS Dallas / Fort Worth

TVOT LIVE Panel: Advertising On CTV: Challenges and Opportunities | InteractiveTV Today - InteractiveTV Today [itvt]
TVOT LIVE Panel: Advertising On CTV: Challenges and Opportunities | InteractiveTV Today  InteractiveTV Today [itvt]

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City of Framingham Advertising For Chief Assessor  framinghamsource.com

Invibes Advertising : 2021/2022 financial agenda. - GlobeNewswire
Invibes Advertising : 2021/2022 financial agenda.  GlobeNewswire

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BrandTotal on the Importance of a Strategic Approach to Social Advertising  OCNJ Daily

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The Top 5 Questions Marketers Ask About CTV Advertising  AdExchanger

Truthify Receives Patent for Emotion-Optimized Advertising - Destination CRM
Truthify Receives Patent for Emotion-Optimized Advertising  Destination CRM

The evolution of advertising truth - The Gazette
The evolution of advertising truth  The Gazette

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Camp seeking new location after advertising entry only to unvaccinated children, staffers  News 12 Bronx

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Best Stocks To Buy In May? 4 Advertising Stocks To Watch  Nasdaq

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Big advertisers are threatening to yank TV dollars  Business Insider

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A century of all-American toy advertising in pictures  Wallpaper*

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Pinterest Launches New Overview of Its Advertising Process to Help  MarTech Series

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Lemonada Media Launches Sales and Partnership Team to Lead Advertising and Sponsorship Efforts  KPVI News 6

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The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

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SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media  PRNewswire

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Affise Launches New Attribution Chain Technology to Measure Advertising Results  KULR-TV

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5 Working Mothers on Their Lives in Advertising During Covid  Muse by Clio

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Judge Recommends Lanham Act Litigant “Shake it Off”  JD Supra

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For work or play, Biggie Billboards reinvents the mobile advertising industry with removable, replaceable banners  KPVI News 6

Connected TV Advertising 2021: Prospects And Promises - Forbes
Connected TV Advertising 2021: Prospects And Promises  Forbes

Must-watch TV to fuel £1bn summer advertising bonanza - The Guardian
Must-watch TV to fuel £1bn summer advertising bonanza  The Guardian

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BBDO New York Is Offering a School Curriculum to Promote Diversity in Advertising  Adweek

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

LevLane Advertising Appoints Nicole Landau as Chief Financial Officer - Yahoo Finance
LevLane Advertising Appoints Nicole Landau as Chief Financial Officer  Yahoo Finance

More Mental Health Advertising, Less Mental Health Stigma? | OPEN MINDS - OPEN MINDS
More Mental Health Advertising, Less Mental Health Stigma? | OPEN MINDS  OPEN MINDS

Idaho Advances Bill to Ban Cannabis Advertising - Ganjapreneur
Idaho Advances Bill to Ban Cannabis Advertising  Ganjapreneur

DOJ Hiring Practices Investigation: Taboola Online Advertising - The National Law Review
DOJ Hiring Practices Investigation: Taboola Online Advertising  The National Law Review

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

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Global Healthcare Advertising Market Booming Demand Leading To Exponential CAGR Growth By 2028 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Model B has a new president heading its AI-based digital advertising efforts  Technical.ly DC

Linear TV has changed and editorial as advertising works, says Ticker’s Ahron Young - Mumbrella
Linear TV has changed and editorial as advertising works, says Ticker’s Ahron Young  Mumbrella

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Reviv3 Procare Announces Strong Initial Campaign Results from Mass Market National Advertising Effort  Yahoo Finance

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This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

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Fox News leans on 'uplifting content' to woo skeptical news advertisers  AdAge.com

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London tourism gets £6m boost with new advertising campaign  The Guardian

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News, advertising earn 26 statewide awards for staff  Woodstock Independent

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Inflight Advertising Market Growing Trends and Demand 2025 – The Shotcaller  The Shotcaller

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Business News: Jodie Miller joins C & D Advertising  Utica Observer Dispatch

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Ford Patents Tech to Annoy Drivers With In-Car Advertisements  Futurism

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The Guideline on Commercial Advertisement and Unfair Commercial Practices Conducted by Social Media Influencers Has Been Published in Turkey  Lexology

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Native Advertising Explained—With Examples!  Business 2 Community

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Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

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Global 3D Display Market Report 2021-2027 - Growing Adoption of 3D Displays for Advertising to Support Market Growth - ResearchAndMarkets.com  Business Wire

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Three Major Digital Advertising Organizations Unite as SXM Media  Martechcube

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Opinion : Why Connecticut’s proposed digital advertising tax is defective  Hartford Courant

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Advertising Agency Billing Software Market Global Production, Growth, Share, De  News By ReportsGO

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Location Targeted Mobile Advertising Market Insights and Forecast To 2025 Explored In Latest Research-Google LLC, Facebook Inc., IBM Corporation, Microsoft Corporation – The Shotcaller  The Shotcaller

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Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis  The Boston Globe

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SVG SportsTech On Demand: Supponor's Steve Plunkett on Adding Analytics Value to Live Virtual Advertising  Sports Video Group

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Measurement Standards Finally Come To Digital Out-Of-Home Advertising  AdExchanger

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People Are Wrapping Their Cars in Ads to Make Extra Cash. How Much Can You Really Earn?  Money

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Video Advertising Solution LiveU Launches LiveU 360°  Martechcube

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Sleep Number Trademark, False Advertising Rulings Overturned (1)  Bloomberg Law

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Apple users reject app tracking for advertising en masse  The Drum

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‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth  Digiday

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10 Best Advertising Stocks to Buy Now  Yahoo Finance

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Legislation would prohibit marijuana advertising in Idaho  Associated Press

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More Ad Tech Notables Land At The Walled Gardens  AdExchanger

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Federal Budget - What it means for the advertising industry  AdNews

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AB InBev On Why Advertisers Are Starting To Act More Like Publishers  AdExchanger

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Quad Ranked Top Digital Advertising Agency  Martechcube

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The Guideline On Commercial Advertisement And Unfair Commercial Practices Conducted By Social Media Influencers Has Been Published - Media, Telecoms, IT, Entertainment - Turkey  Mondaq News Alerts

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CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

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Miami Based Black Advertisement Agency Receives Multiple 27th Annual Communicator Awards From the Academy of Interactive and Visual Arts (AIVA)  PRNewswire

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How to Get Started on Microsoft Ads Audience Network  Search Engine Journal

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The 80/20 View: When it comes to advertising talent, right now it’s a seller’s market  Mumbrella

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Meal premiums in child-directed fast-food TV advertisements work against obesity prevention efforts  News-Medical.Net

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Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

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Yelp : Releases New Yelp for Business Features, Enabling More Effective Advertising and Adding Control and Value for Business Owners  Marketscreener.com

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Breaking down the post-cookie solutions: Unified ID 2.0 | Advertising  Campaign Asia

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ITV sees advertising rebound after 1Q drop  MarketWatch

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Facebook and Alphabet Stock Have Benefited From a Rebound in Online Advertising  Barron's

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CNN Advertisers Silent On Rick Santorum's Racist Comments About Native Americans  HuffPost

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

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Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

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Signal tried to use Facebook's targeted advertising data against it  Engadget

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Worldwide In-Application Advertising Industry to 2026 - Key Motivators, Restraints and Opportunities  PRNewswire

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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In the Roaring Twenties, Ads Make a Comeback  The New York Times

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As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

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Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

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How Walmart is pitching advertisers  Business Insider

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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Discover a new advertising approach to help reach new players  GamesIndustry.biz

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Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

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