- Make it Personal
An experienced speaker talking to a large audience will pick out a face in the crowd, and talk to that face. This connection with one person allows the speaker to make his talk more personal than if he were merely addressing a mass of faces. In a similar fashion, the words in your brochure should use this technique and zero in on one imaginary single person. Why? Because writing in a direct Im-talking-only-to-you style will increase response.
- Add Atmosphere
Don't let your brochure sound aloof. Let your reader share your feelings. There's no reason why a brochure about a wood burning stove has to go into the ins and outs of how the stove works. Tell your reader about rain swept winter evenings and snow-bound afternoons. Let your words show them how warm and snug and they'll be when they purchase one of your stoves.
- Get Selling...Fast
Remember, not everyone wants to be educated on every aspect of your product or service. Nor does everyone want to know the manufacturing details of your widget. Don't waste their time telling them about things that don't convey a benefit.
- Talk about your reader's needs
Dont get carried away with your own interests. Talk about your reader, not yourself. Here are the first words in a brochure from a company selling insurance: Insurance is a complicated business. Our company was formed in 1975 to help our clients deal with the process of finding the right insurance to suit their needs. In the last 20 years we have been selling insurance to a wide range of customers from many different walks of life. Our company's reputation is unsurpassed in the industry... Yawn...This is the bar room bore in print. Instead of telling you how the company can help solve your problems, it's more interested in telling you about itself.
- Give Directions
Every brochure should be organized so the reader can flip through the pages and easily find what they want. Provide clear signposts or headlines throughout the brochure and make sure each one says: Hey, pay attention to me!
- Ask for Action
Regardless of how you organize your brochure, there's only one way to end it. Ask for action. If you want your reader to respond include an 800 number, reply card, or some form of response mechanism. In fact, to increase your brochures selling power you should include your offer and a response mechanism on every page.