The cover.
Put a strong selling message on the cover. Promise your readers a benefit or reward for getting them to flip open your brochure. Hopefully they'll read it, but they'll at least look at the pictures. Either way, if there is no selling message = there is no motivation to open the brochure.

Easy on the Eyes
The last thing you'd want to read is a newsletter/newspaper like content with pages and pages of text. Think of your brochure in the same terms. Short sections broken up with a headline and a subhead invite your potential customer to read on instead of scaring them away.

Even if they don't read your entire brochure, they get the gist by browsing through it. But make sure to write headlines and subheads that explain that particular content block. Again, this is important for a number of reasons but especially if your reader is just glancing at your brochure.

Exuberant Visuals
They say a picture's worth a thousand words. So why not tell your brochure's story with visuals? But not just any old image will work.

You need visuals that will show the reader how your product works. People pictures work best as long as these people are demonstrating how your product or service is used.

Even artwork such as drawings, maps and graphs are beneficial as long as they illustrate the product or its benefits. You can use a wide variety of visuals such as photos of the product, people using the product and/or photos of your company's headquarters or main office. You can also use a map to show where your company is located, tables listing the various products with their features and/or proof of performance graphs to present factual information about your product or service.

Next Step: The Buying Process – Your Closing Message
You've already figured out where your brochure fits into the buying process from Five Essentials for Planning a Brochure. Now you have to turn that potential customer into a paying customer. Your closing message has to be powerful.

Too many times brochures fail to be effective because they don't contain one vital piece of information: A call to action. You have to tell your potential customers that they have to act now/call now/buy now. No matter what you are looking for (a telephone call for more information or an on-the-spot sale), you have to let people know what you want them to do. Always ask for their order but at least ask for their call for more information.

A Call to Action Tips:

• GIVE A DEADLINE FOR ORDERING
  We've all received some sort of promotional material that has a deadline for ordering. The offer could end on that date. Or you could use the deadline in conjunction with an upgrade or free gift. For example, order by the 15th and receive.... Also, try to make the cut off date in the same month, as your materials will be received. That way, your potential customers know they only have a limited time to respond and they won't fall victim to the "I'll do it later" syndrome.
• ADVISE OF A PRICE INCREASE
  People want to get in on a good deal. If your price is going up on a specific date, let your customers know. They'll want to buy before your product's price increases.
• ESTABLISH A TRIAL/INTRODUCTORY PERIOD
  Trial periods are a great way to get new customers. Offer a special deal, extra service or a lower price during your trial/introductory period.
• FREE GIFT
  Nothing attracts new customers like free gifts. As an added incentive for ordering, offer your free gift to the first 100 or 1000 people that respond.
• "NO RISK" TRIAL
  People want to know there's no risk involved if they're not satisfied with the product/service. Let new customers know they can cancel for any reason before the trial period expires.
• "NOT AVAILABLE IN STORES"
  Is your product exclusive to mail order? If your product's not available in stores, be sure to tell your customers. They'll know they can only order your product from you instead of visiting the local stores.
• OFFER AN UPGRADE
  One simple line can boost your sales. "Order within 10 days and we'll upgrade you to the deluxe model."
• FREE SUPPLIES/ACCESSORIES
  You've seen this technique used with computer sales. Buy a computer and receive a free printer. This works with a whole range of products. But be sure to include a date on your offer. This politely urges people to take advantage of your offer before time runs out.
• No matter how you approach your own call to action, be sure to include action phrases:
• Call Now. Toll Free. 24 Hours a Day. Mail this coupon today in the postage-paid envelope. Fax your response card.
• Be sure to avoid passive phrases like:
• “You know how to reach us”. “Call when you're ready to order.”
• Give your customers the perks of responding immediately. They'll grab their wallets. You'll see an increase in profits.

The Vitals
There's another vital piece of info that seems so obvious, yet in the creation process it's sometimes left out. Your contact information!

• Make sure you include your company name, logo, address, telephone number, fax, Email, Web address. Anything that will help the consumer to get in touch with you easily.
• If you have an additional line be sure to include that as well. So many prospects may be calling that your main line is busy.
• Give directions to your location in your brochure if you have a business customers can come to. Make it easy on them too.
• If you're located next to a landmark of some sort, tell them that too. That way, they have a mental picture of your whereabouts.
• Other factors to consider for your brochure might be prices, store hours, instructions for placing orders by mail, phone or on the Internet and product guarantees.

Effective for the Long Run
Make your brochure worth keeping. Give them a reason to hang on to that brochure - even if they decide not to call or buy right now.

For example, let's say you have a fantastic brochure about your business’s offerings. Your business offers specials in May and June but in July and August you offer a different special. While your potential customer may be very interested in your special offers, they're not ready to think about a purchase at this time because they're still involved with other project financials. But they decide to save your brochure. After all, your business offers specials all year long and they might just decide to take advantage of one at a later time. So they're interested. Just not right now.