Use Effective Brochures For Front-End Response

by admin on June 25, 2010

Now we don’t usually think brochures are such a great idea, but that’s probably because most brochures are done very poorly. Brochures can be an effective marketing tool used to educate your prospect, let them know about your product or service, and they can be valuable to those businesses whose products and services are complicated or maybe multi-faceted like a high-tech industry. Or they might be relevant for industries that sell their wares better by showing pictures that you can include in the brochure.

You want to make them uncomplicated and easy to understand as much as possible. Businesses whose products and services are fairly easy may get away without using brochures. Brochures can sell your product or business by themselves and they should. They shouldn’t just be glossy “Here’s my brochure” on their way to the garbage can.

The brochure is still a direct marketing piece and you want it to act that way so you need great headlines or titles of the brochure that grab the attention of the reader.

You need to then inform the reader or prospect about your service and the most important thing about that. You want to tell the reader what the features of that product or service can do for them, the benefits. You want to create the right image, use the right techniques as far as typeface and making it readable, and not having too much eyestrain. You want to have a call to action just like any other mail piece. You want to invite them to do something. Have them call a number and order. Have them call a toll-free number and ask for free information. You can send them a free book or free report further explaining things. You want to actually ask them to do something.
In a brochure, you want to avoid what’s called “tombstoning.” Tombstoning is when you have two separate columns with a headline at the top of each column. What it does is create what appears to be one headline and may be read together and mistaken for a full sentence.

You also want to avoid a lot of spacing and punctuation, particularly periods. In paragraphs, a lot of spacing after a period mark causes a lot of white space which actually can be distracting to the reader, so you want to be sure your paragraphs flow together in the small columns.

Things to include: Be sure headlines and subheads are a little closer to the text so they can create a nice flow into the paragraph. Subheads should be a little larger in size than the text. They introduce. In addition, they can be set in bold and italicized to set them apart. Similarly, even major headlines should be a little larger than the subheads. Don’t forget your call to action and prompt the reader into action and tell them exactly what to do.

Use Photographs To Increase Response

No related posts.

Related posts brought to you by Yet Another Related Posts Plugin.

Leave a Comment

Previous post: Sneaky Test Approach

Next post: Use Photographs To Increase Response