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Company Brochures? How in the World do I do that?

It’s time to put together that brochure you’ve been thinking about. Where do you start? What should you include? Here are some ideas to get you on the road to showcasing your product efficiently and effectively.

Start making lists. I am a firm believer in the value of a good list. All successful brochures have certain content in common and you’ll need to begin gathering this information.

First, make a list of how your product benefits potential clients.

Second, decide which helpful features you want to highlight in the brochure. Make sure they compliment the benefits.

Next, outline the available features and options for your product. For example, if you sell landscaping materials, what different types of stone do you sell? What color and size?

Lastly, think back to your existing clients.What types of questions do they usually ask when you meet with them? Write these down along with an appropriate answer to include in the brochure.

You’ve got your lists together. Now it’s time to start writing. Follow these guidelines when putting your product into words.           

1.      A strong introduction is a must. Draw in the reader and entice them with a strong opening statement for your brochure.

2.      After your introduction, draw attention to your product’s benefits and helpful features. Don’t hold back. Let the reader know how you can help and what problem you can solve.

 3.      Next, thinking back to your list of questions and answers, try and anticipate what other information potential clients may desire to know.

 4.      Briefly describe your company. Create a small biographical paragraph which outlines your history and accomplishments. Include any awards or recognitions your company has received.

 5.      The last portion should tell clients the next step. Let them know how they can order or receive additional information regarding your product. 

 If you are still having difficulty nailing down the right words, remember, there are plenty of professionals trained for this type of work. Don’t pass up sales opportunities simply because the right text escapes you. When compared to the money lost by not having a brochure, the small initial investment in a professional writer is minimal. 

How to Write a Sales Letter

Sales letters are the foot-in-the-door your company may need when contacting potential clients or a way to announce a new product or service to existing clients. Here are some tips on writing a sales letter that gets results.

1. Personalize it! Whenever possible, make sure you address the letter to a specific individual within the organization. Nothing says amateur more than “Dear Potential Customer” or “Dear Client”. Let the reader know you’ve done your research and took the time to find out who they are.
2. The opening is the most important part of the letter. Consumers are inundated with direct mail both in their mailboxes and inboxes. Your letter must grab their attention and force them to read on! This isn’t an easy thing to do. Consider opening your sales letter by offering a free product or service, identifying the problem your company can solve, or suck them in with a story. Do your research and find out what potential customers are looking for and play to that need.
3. Tone. Don’t turn people off by speaking over them. Keep it friendly and informal. Sales letters are meant to showcase your company and state the benefits for your clients, not show how smart you are and how many big words you can use. Remember- simple sells.
4. Your middle paragraphs should reinforce your introduction by outlining what you are here to offer and how you can help.
5. End it with a call to action. How can the reader you’ve just captured take the next step? Include your business card, website address, phone number, reply card, or order form with the letter. Make contacting you easy and hassle-free.
6. Enclosures. Depending on your level of familiarity with the client, including a brochure, flyer, or work sample can really pay off. However, in many cases the sales letter alone is enough.