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

---

Google News Updated : Fri, 05 Sep 2008 14:05:39 GMT So What If Sarah Palin Used a Speechwriter? - FOXNews BBC News So What If Sarah Palin Used a Speechwriter? FOXNews - 1 hour ago By Betsy Newmark Disdaining Sarah Palin’s speech last night because she had a speechwriter is one of the lamest criticisms of her performance last night. Video: Inside the Tent: Reactions to Sarah Palin's speech Part 4 ReutersVideo Panel Reviews Palin, Previews McCain RealClearPolitics Baltimore Sun - Detroit Free Press - New York Times - Los Angeles Times all 4,224 news articles Publ.Date : Fri, 05 Sep 2008 13:03:46 GMT Haiti doubles hurricane death toll; US extends storm watches and ... - International Herald Tribune Boston Globe Haiti doubles hurricane death toll; US extends storm watches and ... International Herald Tribune - 51 minutes ago AP WILMINGTON, North Carolina: Tropical storm watches and warnings in the United States were extended from Georgia to areas just south of New York City on Friday as states along the Atlantic braced for Tropical Storm Hanna, which killed at least 137 ... Southeast states brace for Tropical Storm Hanna The Associated Press Hanna heads to Carolinas; Ike not far behind CNN International guardian.co.uk - StarNewsOnline.com - Greenville News - New York Times all 2,807 news articles Publ.Date : Fri, 05 Sep 2008 13:14:26 GMT State falling way behind No Child Left Behind - San Francisco Chronicle Modesto Bee State falling way behind No Child Left Behind San Francisco Chronicle - 6 hours ago California schools, required by the federal No Child Left Behind Act to lift more students over a higher academic hurdle this year, instead stumbled and slipped back, as nearly 1400 fewer schools met test-score targets. Only 48% of California high schools meet federal standards, even ... Los Angeles Times Middle schools lead county's API scores The Salinas Californian Visalia Times-Delta - Record-Searchlight - Modesto Bee - Register Pajaronian all 106 news articles Publ.Date : Fri, 05 Sep 2008 07:41:11 GMT Thai PM buys time with referendum plan - Reuters BBC News Thai PM buys time with referendum plan Reuters - 4 hours ago By Darren Schuettler BANGKOK (Reuters) - Prime Minister Samak Sundaravej has bought some time with a referendum aimed at defusing street protests, but it will do nothing to resolve Thailand's fundamental political conflict, analysts say. Video: Locking horns over politics in Thailand -- 05 September 2008 AlJazeeraEnglish ANALYSIS: Thai demonstration raises democracy issues Monsters and Critics.com AFP - Times Online - Aljazeera.net - Inter Press Service all 3,754 news articles Publ.Date : Fri, 05 Sep 2008 09:33:48 GMT McCain honors NH soldier in convention speech - Boston Globe BBC News McCain honors NH soldier in convention speech Boston Globe - 1 hour ago ST. PAUL, Minn.—In his speech to the Republican National Convention, presidential candidate John McCain paid tribute to a New Hampshire soldier killed in Iraq. Video: "Change is coming," McCain tells convention - 05 Sept 2008 AlJazeeraEnglish US media mixed on McCain speech BBC News Marin Independent-Journal - Memphis Commercial Appeal - Today's TMJ4 - Detroit Free Press all 1,008 news articles Publ.Date : Fri, 05 Sep 2008 12:43:54 GMT Partisan Reception Greets Palin as VP Pick - ABC News CTV.ca Partisan Reception Greets Palin as VP Pick ABC News - 2 hours ago Sarah Palin is receiving a highly partisan reception on the national political stage, with significant public doubts about her readiness to serve as president, yet majority approval of both her selection by John McCain and her willingness to join the ... Video: Joe Biden On Palin's Speech CBS Obama Camp Turns to Clinton to Counter Palin New York Times Boston Globe - AFP - Evening Bulletin - USA Today all 1,899 news articles Publ.Date : Fri, 05 Sep 2008 11:18:50 GMT Jobless rate soars to 6.1% - CNNMoney.com Macon Area Online Jobless rate soars to 6.1% CNNMoney.com - 59 minutes ago Unemployment surges to 5-year high as employers cut workers for eighth straight month, bringing '08 job losses to 605000. By Chris Isidore, CNNMoney. Unemployment Rate Hits 5-Year High As Economy Continues to Shed Jobs Wall Street Journal Unemployment Rate Rises to 6.1% New York Times TheStreet.com - Forex Pros - Reuters - RTT News all 36 news articles Publ.Date : Fri, 05 Sep 2008 13:05:45 GMT Merchant Datafeeds Amazon RSS Feeds

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency

This is the third article of a three-part series. I'm... Read More

Get Free Radio Advertisement

Here's a neat trick to get lots of radio advertisement... Read More

Business Ideas: 5 Uncommon Ways To Generate More Online Business

Sometimes, it is not an obvious business idea that will... Read More

5 Tips for Hot Yellow Pages Ads

Yellow Pages advertising is one of the most popular forms... Read More

Harness the Power of Direct Marketing - More Small Business Power Tools

One of the most powerful tools available to small businesses... Read More

Get Better Results from Your Advertising with a Disruptor

When you spend money on an advertisement you want to... Read More

Electronic Score Boards

Wide range of electronic Key venues around the globe has... Read More

How To Get Big Sponsorship Money for Your Band, Tour, Event or Production

Touring is a bands greatest opportunity for success. But, touring... Read More

Media Savvy - How To Lead, Persuade And Influence

The ability to lead, persuade and influence are integral skills... Read More

Persistant Advertising Will Do No Harm!

From my experience, I've been on many discussion groups and... Read More

Electronic Display Signs

Electronic display signs are used nowadays in great extent to... Read More

Wheres Me Pot of Gold and Lucky Charms?

We already know this from our history books. If you... Read More

Diamonds Are For Evil

The task of executing successful advertising campaigns for products made... Read More

What?s the Score?

You may be aware that in a basketball game the... Read More

Finding Your Target Market

Achieving sales is probably the biggest challenge a web business... Read More

Direct Mail Rules of Thumb

First and foremost - You should identify your target market.... Read More

Hit Them With Benefits

More about advertising from BIG Mike McDanielIt makes no difference... Read More

Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale

How many times has this happened to you?A friend recommends... Read More

Radio and Television Ads: Clever Vs. Annoying

Ever heard or seen a radio or television commercial that... Read More

7 Tips for Better Ads

The content of advertising is basically the same no matter... Read More

Imprinted Promotional Items ? Their Many Marketing Applications

There are many uses for promotional items. This means that... Read More

Moving Message Board

Moving message boards are used in the areas where continuous... Read More

Information To Include On Your Business Card

The logo and graphic elements that you include on your... Read More

5 Reasons Why Headlines Are Crucial To Your Website?s Success

Without a powerful headline, your message stands little chance of... Read More

Why Hire an Advertising/Marketing Consultant?

As a business owner, you have the option of taking... Read More