- Use a pain question (“Are you getting all the service you deserve from your marketing agency?”.
- Use the word “you” more than “we” throughout your body copy.
- Try to avoid including prices, pictures of staff and client lists.
- Consider using a pocket folder – it’s more flexible and you can customize the brochure to each reader.
- Don’t be afraid of using white space.
- Use no more than 3 different font types.
- Make the brochure’s look & feel compliment your existing letterhead, business cards, other sales literature.
- Always give your reader 3 ways to respond (phone, email & website at the very least).
- Proofread the brochure by reading it out loud.
- Use subheads to break up copy.
- Include testimonials - they’re a great credibility builder.
- When possible, use captions for your photos - they are widely read.
OK fellow bloggers, what have I missed...?
February 11, 2005 | Permalink
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