At some point, every small business creates a brochure. but it is often an exercise in futility. Whether you are creating the brochure yourself, or hiring someone to do it for you, be sure to ask the following questions before you get started!
Lorraine Ball
How will the brochure be used?
Is it sent as a follow-up to phone inquiries, left behind after a sales call or delivered with a formal proposal?
Are you trying to get more repeat business from customers who already know you? Or is your goal to attract the attention of a new client? Define your objective up front, and then write your copy with that in mind.
Grab Attention with Customer Focused Headlines
One of the most common mistakes companies make is leading with their name.
If you haven’t caught the reader’s attention by speaking to their needs, problems or desires, they won’t care about your name.
Grabbing a customer’s attention often begins by making the reader feel the copy was written specifically for them. Do this by leading with provocative question or declaration; an appeal to the emotions, needs and wants of your customer; or a benefit-laden statement.
For example:
“Is your new business keeping you up at night?”
“Are you tired of boring workshops?”
Another twist on this approach is to define the audience – “For all small business owners who….” In each case, the reader identifies with the headline and is more likely to continue.
Urgent News
If you have something new, promote it in your headlines. Words such as “Introducing” or “Announcing” or “New” are strong in headline copy.
You can also use your headline to create a sense of urgency. Date oriented terms such as “Beginning” or “On” and price oriented terms such as “Only” or “Reduced By” encourages readers to pay attention.
Long, Relevant Headlines
A headline does not necessarily have to be short. As a matter of fact, a long, well written, interesting headline is perfectly acceptable – if it grabs attention and speaks to the reader.
A terrific example of a long, effective headline was written by advertising expert David Ogilvy. He considers the following to be one of his best headlines:
“At 60 Miles Per Hour The Loudest Noise In The New Rolls Royce Comes From The Electric Clock” It’s long, yet, it holds the attention of the reader because of the dramatic twist. In one line, Ogilvy managed to connect the company name to a clear buyer benefit – Rolls Royce – Quiet Ride!
Leave the Best for Last
Many people will read only your headlines, so it is tempting to lead with your company name. However, if you haven’t captured the reader’s attention, you haven’t earned the right to present your name. Use creative headlines to encourage the reader to find out who you are.
Write Copy for Your Client
I often ask clients – Who is your brochure written for? This is not a trick question. The answer should roll off your lips instantly: the client! That seems simple, but many companies make a serious error by focusing on their company instead of the needs of potential customers.
Here’s a quick way to check your brochure for the correct focus: Circle every “you” with a red pen and circle every “we” or “I” or mention of your company’s name with a blue pen. There should be a lot more red than blue on your brochure. If not, it is time to revise, revise, revise.
Free Feedback
Interested in a second opinion? Send me a copy of your brochure, and I will give you a few tips on how it can be change or improved.
Send your brochure via fax to 317-569-1389 or via email to info@roundpeg.biz
Lorraine Ball is focused on Small Business. As founder of Roundpeg–Indy’s leading small business marketing firm–Lorraine helps small firms become big firms!
Lorraine Ball helps business owners find a starting point for growth and change. http://www.roundpeg.biz or call 317-908-0262 Lorraine Ball - President of Roundpeg 317-569-1396 Lorraine@roundpeg.biz