· appeal to Emotions—Does your brochure strike an emotion with your prospects? connect to your market by offering a solution to their ease their pains. · Be Professional—Does your brochure look professional? Use high quality photos or images. · Be Personal—Does your brochure spend more time talking about how great your small business is instead of taking the customer's point of view? · be easy to read—Is your brochure pleasing to the eye and does it include bullet points, arrows, boxes or any other graphics to improve the readability? · Speak the Language—Does your brochure speak in the customer's language? remember to remove any high-tech language. write in a tone that speaks simply and clearly. · Start with Benefits—Do features and benefits of your services or products appear prominently in your brochure? · stick to one Message—Is your brochure packed with so much copy it is hard to focus on what's important? Don't confuse your target market, but focus on delivering a clear, compelling message. · Make a call to action—does your brochure direct your customer to take a specific action i.e. make a phone call for more information or visit your website? |