2011© bl copywriting 6 steps to creating brochures that sell !

2011© BL Copywriting www.BLCopywriting.com

6 Steps to Creating

Brochures that Sell!


6 Steps for Creating Brochures that Sell

1. What’s your fancy factor?

2. What’s your purpose?

3. Who are you talking to?

4. What’s your goal?

5. What’s your selling environment?

6. What’s your call to action?

Answer the following:


Step 1: What’s Your Fancy Factor?

» What’s the price of your product/service?$20 haircut vs. $60,000 BMW

» How technical is it?Hotdog Stand vs. Radio Frequency Technology

» How much do they need it vs. want it?Plumber vs. Vacation Rental


Step 1: What’s Your Fancy Factor?

Basic rule of thumb:

The higher the price...

The higher the technology

The higher the want emotion...

The fancier you should make your brochure


Step 2: What’s Your Purpose?

• Customer leave-behind

• Outline for sales staff to use during a call

• Mailer to introduce a product

• Application for your product/service

• Industry-specific uses for your product

• Company brand awareness

How are you using the brochure?


Step 2: What’s Your Purpose?

Knowing your brochure’s purpose

determines the content...


Step 3: Who are You Talking to?

Who’s reading your brochure?• CEOs • Chefs

• Engineers • Operations managers

• 20-year old students • Working moms


Step 3: Who are You Talking to?

Knowing your audience determines:

• How technical your language

• How much industry jargon to use

• The tone (e.g., casual, corporate, friendly)

• Which objections to overcome• Which benefits to target

(e.g., service, ease of use, cost savings, fun)


Step 4: What’s Your Goal?

New product line (e.g., furniture catalog,

clothing, etc.)

How to use the product

Generate new product interest

Technical data to support the sales process

Order form


Step 5: What’s Your Selling Environment?

Situation 1

Your prospect doesn’t know he has a problem that your product/service can solve.

or

Your prospect knows he has a problem, but doesn’t think it’s a big deal. So he’s not looking for a solution.



Situation 1 : Prospect doesn’t think he has a problem

Solution Attention-grabbing headline on the front Emphasize the consequences of the problem if left unaddressed Build up the urgency to resolve the issue Show proof their life will improve with the issue resolved (testimonials, anecdotes, case studies)



Situation 2

Your prospect knows he has a problem that your type of product can help him solve.

But he’s not sure you’re the best solution.



Situation 2: Your prospect doesn’t know if your type of product is the best solution.

Solution Documentation proving your product gets the job done (lab tests, 3rd party analysis, studies, testimonials)

Free, no-obligation trial offer



Situation 3

Your prospect knows he has a specific problem and your type of product is the right solution.

But he isn’t sure your product is the best choice out of all your competitors.



Situation 3: Your prospect isn’t sure you’re a better choice than your competitors.

Solution Do a side-by-side comparison using charts or table Compare key features against your main 2-3 competitors Quantify your superiority Show features you have that your competitors don’t


Step 6: What’s Your Call to Action?

What do you want them to do?

• Call you• Fill out a form• Go online• Visit your store• Redeem a coupon

Always include your complete company contact information


6 Steps for Creating Brochures that Sell

1. What’s your fancy factor?

2. What’s your purpose?

3. Who are you talking to?

4. What’s your goal?

5. What’s your selling environment?

6. What’s your call to action?

Answer the following:


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2011© bl copywriting 6 steps to creating brochures that sell !

Documents

brochure slide

fun slide

information slide

competitors dont slide

vacation rental slide

obligation trial offer

selling environment

sales process order