Practically every business creates a brochure, but it’s often an exercise in   futility. How effective can it be when it’s an additional duty for someone who   doesn’t want to do it? Then the business ends up with a boring, “say nothing”   piece of piffle handed out willy-nilly. 

 But you wouldn’t do that, would you? I didn’t think so!  Before you complete your brochure, consider the following. 

 1. What’s the purpose of your brochure?  Are you following up on phone inquiries, trying to get more store traffic,   advertising your web site, distributing it at networking events? Define your   objective up front, and write your copy with that in mind. You can have a   brochure for each purpose, or each segment of your market. They’re not that   expensive to produce--unless you get really snazzy and glossy. 

 2. Does your cover get the reader’s attention?  Bad news: You business name isn’t going to work unless it’s something   incredibly unusual. Acme Manufacturers, Inc. is not titillating enough.   There’s no law that says you have to have your name on the front. In fact, I’d   recommend never putting your business name at the top of anything--your web   page, your ads, or your brochure. It’s just a habit we all fall into. 

 So what should go on the front? A provocative question or declaration, an   appeal to the emotions, needs, and wants, or a benefit-laden statement.  For example, compare the effectiveness of these cover statements. Which of   each pair would make you want to know more? 

 Are you risking the safety of your retirement savings? OR  Sherry M. Craft, Financial Advisor 

 If you don’t buy your air conditioner from us, you’ll pay too much. OR  Central A/C Sales and Service 

 Now, you can get your groceries delivered right to your door--FREE! OR  Brooksville Grocery Company 

 3. Who is your brochure for? This is not a trick question. Your answer should   roll off your lips instantly: the client! That seems simple, right? But most   companies’ promotional materials make a serious error by focusing their   materials on the company instead of potential customers. Here’s a quick way to   check your brochure for the correct focus: Circle every “you” with a red pen   and circle every “we” or “I” or mention of your company’s name with a blue   pen. There should be a lot more red than blue on your brochure. If not,   revise! 

 4. Do you tell them what to do? You need to tell the brochure’s reader exactly   what you want them to do when they’re finished reading. It sounds silly, but   it’s necessary. It’s a “call to action,” and all of your promotional materials   should have it. 

 If you want the reader to go to your web site and subscribe to your e-mail   newsletter, say so! How about: “Fire up your computer and zip over to   http://www.ourbusiness.com, enter your e-mail address, and start enjoying your   free subscription today!” Check my call to action at the end of this article. 

 5. Is your writing active and enthusiastic? Remember Mrs. Krebbs, your  8th   grade English teacher? She was right when she said to pepper your writing with   active verbs. That way, the reader moves seamlessly from sentence to sentence,   instead of bogging down in boring text. Here are some examples: 

 The Passive Corporation was formed to make it possible for clients to… OR  We created the Active Company to help clients invest their earnings wisely. 

 Each garment is put through a five-point quality inspection… OR  We personally inspect each shirt to make sure it’s up to our--and   your--standards. 

 After the client calls us, an agent is assigned to oversee the transaction.  OR  When you call, we’ll assign you to an experienced agent to help you find your   dream house. 

 So, now you know how to create a brochure that clients can’t help but open,   read, and act upon. Go to it! 

 If you want power-packed ads, press releases, web pages or other marketing   materials, dash off an e-mail to mailto:Wrdwrks@aol.com. I’m standing by! 

 Lisa Bryan  Word Works Copywriting Service