To tell people about your products or services you probably need a brochure, a pamphlet, a booklet or a leaflet as well as your website.
Aim for a visual idea with impact, simplicity and conciseness. Any illustrations must carry the message.
“To sell well, you must tell well.”
Five tips on how to produce an effective brochure to sell a service or a product
* First get attention
Make your brochure eye-catching so use bright colours. The headline should be bold and powerful and immediately interest the reader.
* State your message clearly and concisely
Make your message interesting and exciting. What will the reader gain? How will it help them?
People want to know ‘What’s in it for me?’
* Emphasise the benefits
Give credibility to your claims. Quote testimonials from satisfied customers or well-known respected people, and briefly quote research results.
* Use a ‘bait’ to catch clients
Special or free offers should be boldly highlighted, preferably with an illustration. “Buy one and get one free.”
Free offers should be highlighted in a special block.
* Make follow-up easy
Give simple, clear instructions for buying the product or accessing the service. Use simple words and edit out any words that are not needed.
They should be easy to action so give online instructions or include a simple form with a free post number for mail-order customers.
Print your business and website address clearly.
“To catch a fish you must bait your hook well.”
SOURCE: For more on this topic see: “Persuasive Ways” first published by Moss Associates Ltd, New Zealand and in Chinese by Shanghai People’s Publishing House and as “Secrets of Persuasion” by Cengage Learning Asia. (Available as an e-book from Amazon.com.) Also available as “Getting Your Ideas Across” from Kogan Page, U.K and a Hungarian translation published by Bagolyvar Konyvkiado, Budapest.