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Marketing Quick Tips
Creating Better Brochures
1. Keep The Cover Simple: Forget about trying to do something flashy on the front cover. Instead put a powerfully stated headline that hits your prospects hot buttons and positions the content that's inside. Just make sure you stay away from the platitudes and generalities everybody else is cranking out like, "committed to service," "dedicated to meeting your needs," etc.
2. Deal In Spreads, Not Individual Pages: With a nice-sized brochure you can position your graphics across two pages. The 'sweeping scale' a brochure spread offers is something you can take advantage of - so make sure you do. By organizing your content in spreads rather than around individual pages you can leverage the visual impact the medium provides.
3. Use Subheadlines: Subheadlines promise to further educate a prospect. They engage prospects by continuing to hit their hot buttons. Plus, they're a great way to break up copy. Subheadlines can let the reader know where you're headed, or that there's a low risk way to get more information, or about special offers, or about incentives to purchase, etc.
4. Add Questions & Answers: A Q.&A. section is an great way to handle questions that are commonly asked by prospects. But it's also an excellent way to compare and contrast your product or service with your competitions'. It allows you to deal with prospects concerns or objections 'head on.' What's the right length for a Q. & A. section? One page with five to eight questions is almost always enough. But, don't stop there if you've got more questions to answer. Tell readers where to find answers to additional questions - like on your website. Just make sure you provide the specific URL.
5. Remember the Offer!: Shocking as it may be, many businesses forget to tell their prospects what to do! Do you want people to request a free report, schedule an appointment, make a phone call, place an order, etc.? Hey, you could always make your prospects guess what to do next. Just expect your response rates to be dismal if you do.
Quick Tips Index
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