7 Tips for Writing Your Business Brochure
A brochure is a concise and appealing way to impart useful information to your niche market. Brochures are an effective way to tell a simple story about your business. With one, you can highlight the top features of your various products and/or services.
The following are 7 tips for writing your own unique business brochure:
Attract Immediate Attention with your Front Page
You want to garner your reader’s attention right away. Your goal is to get them to read on – to flip open that top page and get to the rest of your business story inside the brochure. Therefore, have an attractive photograph or graphic on this lead-in page. Additionally, include your logo, your business name and your tagline or business slogan.
Compose content with Your Target Audience’s Desires in Mind
Write to inform and to answer any questions your readers have about what you offer. They want to understand more about your business and what solutions you can provide them. Write what they want to read, not hyperbole (exaggeration) you want to write to pump up your business’s image. A well-crafted brochure focused on your niche audience’s needs will properly promote your business in and of itself.
Stress Benefits in the Headlines and Sub-headlines inside Your Brochure
Headlines and sub-headlines offer the reader a way to quickly skim your content. They can then decide to read everything inside, or only the content under the headlines that interest them. You must stress benefits in these headlines and sub-headlines that are solutions to your potential customers’ needs.
Sometimes it’s ‘hip to be square’, sometimes it isn’t when marketing your business. Your brochure doesn’t have to be a traditional square or rectangular shape. Are you a horticultural or landscaping business? Design your brochure in the shape of an elegant and unique flower garden. Are you a tire retailer? Have your brochure round. Are you marketing jewelry? Have your brochure diamond shaped.
Use Simple and Clear Language
Get to the point on the pages of your brochure with precise, concise language. Clarity is your goal here. Often readers are pressed for time and want a simple message that immediately tells them what your business is all about and what it offers them. They don’t want verbosity and tedious formal sentences and industry jargon that they can’t relate to. Talk to them as you would in a conversation where you, in a straightforward way, tell your story.
Let them Know How to Get in Touch With You
After presenting useful and relevant information, let your readers know how to contact you. Include your business name and address, telephone number, fax number, email address, website URL and social media pages. You can also include a QR code as well as a map to your location.
Include a ‘Call to Action’
Ultimately, a brochure is a sales tool. You want to talk to your reader form their point of view, but you also want to encourage sales. That’s why you’re in business. It’s essential that you have a call to action in your brochure. You can have one on every page as you don’t know if they will read to the end.
Ask your reader to take action via calling you, emailing you, or filling out a response tear away at the end of your brochure. Use any response means you feel is best for getting your potential customers to get in touch with you.
Plan your brochure with your target audience in mind. Take the time to put one together yourself or have a professional do one for you. Let your compelling brochure drive traffic to your online and/or bricks and mortar business.
7 Tips for Writing an Effective Case Study
A well-written case study is your instrument for educating potential customers on how your product performed effectively for others. This type of copywriting highlights how your product provided real solutions to a real customer. The intent of this type of writing is to show that your product can do the same for the reader.
Here are 7 Tips for writing an effective case study:
Remember that you’re talking to a person
While your case study will be more reportorial and narrative in tone (versus full-blown sales oriented), it doesn’t have to come across as a generic, robotic piece. Remember that you’re explaining something to someone – a real person.
Converse with them, via your piece, in an honest way that gets to the heart of their needs. Show that you are offering a solution to them. Help them become ardently involved with what you’re saying due to you offering benefits that will help them.
Make sure you accurately relate what a customer needs to do to purchase your product. Moreover, indicate what the customer must do to employ the product in their operations (a B2B customer) or at home (a consumer).
Show what an actual customer encountered with your product, the good and maybe the not-so-good. This is an example of honesty in case study copywriting.
Don’t fluff over issues that can arise with the implementation or use of the product. Be honest, but show how issues were solved successfully.
Lead with an Interesting Headline
Headlines rule in copywriting.
A good headline draws the reader into the main content. An interesting case study headline could be, “How One Company Increased Their Cold-Calling Conversion Rates by 15%.” A business or sales professional looking to improve on cold-calling will be drawn in by this reference to greater cold-calling success.
Showcase the customer
A case study is about a customer who had success with your product. Tell your reader who this customer is (who agreed to be highlighted in the piece). Your readers want to know about the actual business or individual that reaped benefits from your product.
Have a good structure
Build your case study on a good structure. Your introduction must encapsulate your solution to the customer. Next, your main body must show how your product solved the customer’s challenge. Furthermore, include real data, statistics, and/or a chart and such that point out concrete results. Conclude by relating how everything worked together to the customer’s satisfaction. Indicate that the reader can realize these same results.
Tell the whole story
Relate what the customer was looking to achieve with your product. Show other ways the customer may have attempted to solve their problem before they came to you. Relate how and why your product caught their attention. Show how using your product satisfied the customer’s needs. Go into detail on how your product delivered for the customer.
Consider the length
As is so often stated in copywriting – get to the point. Most case studies are relatively brief between one and two pages long. Don’t overtax your readers with a long discourse. They are busy people. Focus on giving them the facts about your product and what it does – and do this in a straight-to-the-point, succinct manner.
A good case study is an emissary for your product, and your company overall. With it, you show how your dedication is to serving your customers with effective solutions. Use case studies to position your business for greater growth.
5 Tips for Creating a Quality Sales Letter
Your sales letter, to connect directly with your target market, must be a convincing piece of copywriting. It is your communication channel for promoting your products and/or services. Here are 5 tips for creating a quality sales letter that connects with your readers:
Speak Directly to Your Customer
This is essential – from headline to conclusion – focus on your customer and their needs. Your sales letter isn’t a vehicle to tell your reader how great you and your business are; they will decide that for themselves.
It is a platform for telling your customers, in a compelling way, what you can do for them. Your content must center on benefits the customer will gain from taking action and contacting your enterprise for the solutions you offer. Write as if you are talking to one individual, not a mass group.
Craft a Good Headline
Your headline is the starting point to encourage further investigation. The headline should pique the interest of your reader. It could be something like, “Our Autumn Store-Wide 50% Off Sale Begins this Sunday!” Moreover, it could be something like, “Free Clothing Accessory with the Purchase of a Winter Coat.”
Request the Reader to Take Action
Your piece must inspire action or what is the point of composing it in the first place. For example, ask the customer to visit your place of business for a special sales event. Specify when, where, and what this sales event entails.
You can inspire your reader to take action by offering an incentive in a postscript (P.S.). An example of a P.S. at the end of your letter would be, “Make a purchase in our shop before December 15th and receive an additional 15% discount.”
As a business owner/operator, you no doubt are versed in the language of your particular industry. In fact, you probably speak this jargon without thinking most days. However, refrain from this in your sales letter copywriting. You must not assume that your niche audience will understand phrases and words exclusive to your industry.
Therefore, stick to plain, easy-to-understand, clear writing. Use words and phrases that are a part of general everyday speech. In this way, your readers will not misunderstand your sales message.
Check Spelling, Punctuation & Grammar
This is often repeated and even seems unnecessary to point out. Nonetheless, it’s vital that you perform this final piece of due diligence before sending out your sales letter. There is nothing worse than being on the receiving end of copy that has spelling, punctuation, and grammar errors.
A sales piece with these types of errors bespeaks laziness and carelessness in crafting copy. You are telling your target market that you dashed off a letter without much thought. You’re also telling them that you did not take into account their reading experience. Your content must be effortless to read. Anything less and you turn off your customers and show a lack of respect for them.
Your sales letter promoting your small business must invite attention and then deliver on what you promise the reader. It must be truthful and encourage your readers to take action. Consider the above 5 tips for creating a quality sales letter that produces results for your small business.