An easy way to do this is by assessing the order in which your reader’s questions will flow. For example, imagine you own a medical spa facility offering Botox and other anti-aging treatments. You are interested in encouraging your readers to make an appointment for a consultation and/or schedule a treatment. Now, given the nature of your business, your reader will have a lot of questions they’ll want answered before they’ll consider making an appointment. Your brochure should answer their questions in a logical sequence following the reader’s train of thought.
Motivate your reader to look insideThe first page your reader will see is the front cover. Get it wrong and you’ve as good as lost the sale. Don’t make the common mistake of couching your services in technical jargon. Think benefits or thought-provoking statements that motivate the reader to pick up the brochure and open it. Add a flash that tells the reader there’s something inside that will interest them an exclusive invitation, a free report, special discount or advance notice of sales. Don’t be tempted to put only your company logo or product name on the front. It won’t work. 3.
Page What’s in itIn brochures of eight pages or more, a list of contents is useful. Make your list in bold and separate it from the rest of your text. Use the contents to sell the brochure. Don’t use mind-numbing words like “Introduction” or “Model No A848DHGT”. Pick out your most important sales point and use that in your heading.4. Describe Your ProductTo help you describe your product draw up a list of product features (facts about your product) and add the words “which means that…” after each point.
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