Article: Address the reader as “you” to establish a relationship with the reader. Making your copy personal creates a relationship between you and your customer.   Talking directly to the reader as an intelligent person will help to keep your potential customers interested. Your brochure should begin and end with your customer. Before you get into the meat of your brochure explaining all the great things you offer, you should entice your customer by answering questions and overcoming potential objections. Focus your content on providing information which sells your features through benefits. Cite real-world examples or case studies. Aim to answer the question of how your customer will benefit from your product or service. Your goal is to keep earning your reader’s focus and attention. Cater your content to the type of reader you are hoping to attract with your brochure.  If you’re writing a brochure to generate leads include info that prospects don’t know about your company. Give a brief blurb on the history of your company and why you are different and better than the competition. However, if your brochure is a sales closer your customers already know your company’s history. Don’t bore readers with information that gives a potential customer a reason to stop continuing on to the next section. Keep the content relevant to your brochure’s purpose. But also brief enough to not run out your reader's interest. . Your content should highlight the benefits of what you are offering, not just features. Instead of only providing content that shows your product, include a lifestyle atmosphere. Show how your product will benefit your customer’s life. You can do this with pictures and copy that show people enjoying your product. Explain why current customers are satisfied. Leave boring specifics out. In your brochure, your readers don’t need to know right away every small detail of how you build a custom kitchen. Your readers will benefit more from how your premiere craftsmanship and design expertise creates reliable products and the right atmosphere. Get quotes from satisfied customers to include in the brochure. Be sure to include the customer’s full name, as well as any other relevant information that helps to make the testimonial seem legitimate. Testimonials are a great way to further provide potential customers with a reason to keep reading. They also back up the lifestyle and solutions you are promising throughout your brochure. Direct your reader to the next step.  This could be done by asking your reader to visit your showroom or call your office to schedule an appointment. Try to create an emotional call to action. Once again, consider using words and pictures to elicit an emotion. People are more likely to act if you can create empathy. If your brochure is selling custom kitchens, use a picture that shows a happy family sharing a delicious meal in a beautiful kitchen. Then, in your call to action, invite readers to contact you to get a kitchen that will make every night as perfect as the one in your photo.
What is a summary of what this article is about?
Speak directly to your readers. Keep your brochure content focused. Use testimonials. End the brochure with a call to action.