The cake is made from an original recipe, which means that…it tastes better.” Or, “The car has a 300 horse-power engine, which means that…it goes faster.” Remember that the purchaser of your product is not always the user so there may be more than one benefit for each feature.5. Make it a KeeperPutting helpful information in your brochure will encourage the reader to keep it, refer to it often or pass it on to other people. If you’re selling paint you can provide hints on color schemes, painting how-to information, tips from the pros etc.

Alter the ShapeWho says a brochure has to be A4? Selling sandwiches? You can design a brochure in the shape of a sandwich. Season tickets to soccer matches? Design it in the shape of a soccer ball. Using your imagination when designing your brochure can produce better than average results. According to Direct Magazine, a recent mailing by CSi, a company that conducts customer satisfaction surveys for automobile insurance firms and repair shops, got a 15% response rate with a brochure delivered in a 32-ounce squeeze sport water bottle.

Thirsty for more repair orders?” Try tall and slim, square, oblong. Whatever you like. The only limitation is your imagination, and, of course, your budget. 7. Make it PersonalAn 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?

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