Direct Marketing - How to Write a Product Brochure
Saturday, November 23, 2013
Product brochures often go through multiple reviews: with the graphic designer, employees and management, and then perhaps back again. While some of the feedback you gather is bound to be subjective, be sure to hold your ground on some of the basic but vital components that all product brochures must contain, whether they are bifold or trifold brochures.
1
Write a compelling, eye-catching headline on the front of the brochure. Steer away from questions ("Are you tired of living with back pain?") because they engender quick responses ("Heck yes!") that don't exactly pique someone's interest.
2
Consider segregating the inside of the brochure into easy-to-read segments: an explanation of the product, how it works, its benefits (the most important component) and product reviews from satisfied customers.
3
Explain the product in simple terms, steering away from excessive jargon. Assume that your reader knows absolutely nothing about the product -- because he may not -- and provide, if appropriate, a brief history or genesis of the product.
4
Detail how the product should be used and how it works in simple, understandable terms. Pictures or graphics are very useful in this section.
5
Use no more than three fonts on the brochure: one for headlines, one for text and one for captions.
Focus on the benefits of the product -- far and away the most important message you wish to convey in the brochure. Use enthusiastic language, but don't go overboard and make claims that you cannot possibly deliver on. To do this successfully, you must have already keyed in on what makes this product special and different. Remember too that potential customers want to know what a product will do for them, how it will improve their lives, make them feel better, etc. These are benefits, and you should articulate them clearly in the brochure.
6
Devote some space in the brochure to product reviews from satisfied customers. But remember the credibility factor; if you can't supply a customer's full name, don't use it, no matter how exuberant the review. A brochure that touts a quote from "Sally H." is bound to look suspect in the eyes of a discerning reader.
7
Turn to the back of the brochure and write about any special offers for the product, remembering that your brochure has a life span. In other words, don't offer a 50 percent discount on the product if you are ordering enough brochures for 12 months but don't want the offer to last that long.
8
Write a call to action, which encourages potential customers to respond to your product brochure in short order. Be sure to include your preferred mode of communication -- phone, email or fax.
9
Include some sort of tracking device on the brochure so that you can quantify its return on investment. The tracking device may be a special phone number or even a fictitious contact name created for the sole purpose of tracing response to this brochure. Also write any product disclaimers, if appropriate, to protect your business against potential lawsuits.
10
Stick with the same fonts, colors and design style for all of your marketing communication pieces.
Read all of the text in the brochure for clarity and creativity. It should be direct and easy to understand but still convey a personality. This said, avoid using ALL CAPS anywhere in the brochure, as this mode has the effect of screaming at your reader, which is always a turnoff.
Tags:
Direct Marketing, Marketing
1
Write a compelling, eye-catching headline on the front of the brochure. Steer away from questions ("Are you tired of living with back pain?") because they engender quick responses ("Heck yes!") that don't exactly pique someone's interest.
2
Consider segregating the inside of the brochure into easy-to-read segments: an explanation of the product, how it works, its benefits (the most important component) and product reviews from satisfied customers.
3
Explain the product in simple terms, steering away from excessive jargon. Assume that your reader knows absolutely nothing about the product -- because he may not -- and provide, if appropriate, a brief history or genesis of the product.
4
Detail how the product should be used and how it works in simple, understandable terms. Pictures or graphics are very useful in this section.
5
Use no more than three fonts on the brochure: one for headlines, one for text and one for captions.
Focus on the benefits of the product -- far and away the most important message you wish to convey in the brochure. Use enthusiastic language, but don't go overboard and make claims that you cannot possibly deliver on. To do this successfully, you must have already keyed in on what makes this product special and different. Remember too that potential customers want to know what a product will do for them, how it will improve their lives, make them feel better, etc. These are benefits, and you should articulate them clearly in the brochure.
6
Devote some space in the brochure to product reviews from satisfied customers. But remember the credibility factor; if you can't supply a customer's full name, don't use it, no matter how exuberant the review. A brochure that touts a quote from "Sally H." is bound to look suspect in the eyes of a discerning reader.
7
Turn to the back of the brochure and write about any special offers for the product, remembering that your brochure has a life span. In other words, don't offer a 50 percent discount on the product if you are ordering enough brochures for 12 months but don't want the offer to last that long.
8
Write a call to action, which encourages potential customers to respond to your product brochure in short order. Be sure to include your preferred mode of communication -- phone, email or fax.
9
Include some sort of tracking device on the brochure so that you can quantify its return on investment. The tracking device may be a special phone number or even a fictitious contact name created for the sole purpose of tracing response to this brochure. Also write any product disclaimers, if appropriate, to protect your business against potential lawsuits.
10
Stick with the same fonts, colors and design style for all of your marketing communication pieces.
Read all of the text in the brochure for clarity and creativity. It should be direct and easy to understand but still convey a personality. This said, avoid using ALL CAPS anywhere in the brochure, as this mode has the effect of screaming at your reader, which is always a turnoff.
