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72. |
Use your brochure to tell. |
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While your letter makes a personal connection and hits the gut or heart, your brochure should load up on the facts. A brochure supports the letter. It should educate and inform. It should fill in all the details, not just repeat the letter with graphics. |
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73. |
Make a visual and emotional impact. |
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Use a "Missouri Brochure." If your letter has done its job, your prospect should be saying, "Sounds good. Show me." Illustrate the use of your product, its benefits and results. Show how your promise will be fulfilled. Your letter is the pitch; your brochure is the demonstration. |
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74. |
Make the brochure readable. |
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Use a serif typeface. Group similar elements, like testimonials, in one place. Divide your copy into short sections. Highlight important sections with borders, boxes, and color. Use bullet lists for miscellaneous or technical information. |
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75. |
Make headlines and subheads tell a complete story. |
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Instead of empty headers like
"Why customers love Yahoo Widgets,"
use specific and complete sentences, like
"You'll love Yahoo Widgets because
they last longer and cost less."
Some people will only scan the headers, so make sure they get the gist of your message at a glance. |
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76. |
Always include company name, address, phone, fax, and email. |
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Brochures are keepers, so they should provide complete offer and ordering information for delayed orders or pass-along orders. Plus, repeating this information sends a clear message that you truly want a response. |
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77. |
Test your package with no brochure. |
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Some offers do just as well or better with no brochure at all. You don't necessarily need a brochure. If your product is easy to understand and doesn't need any demonstration or illustration, you might be able to eliminate it. Test it. |
