If you’re going to spend the money to print great brochures, you need to make sure your brochures are going to grab people’s attention and keep them interested. Follow these tips for a winning brochure that will usher in new business:

Add a contents page. If your brochure is more than eight pages long, you might want to consider adding a table of contents. Include this on the inside front panel of the brochure or on the third page (first right-side page after the cover). Use the contents as a navigation system for the reader – focus on benefits if you can, even for the table of contents. Instead of using “Model No. 5468” use “fine cheese grater” or something more descriptive that will give the reader a clue to what they’re looking for.

Grab attention with the shape of the brochure. Nothing says that your brochure has to fold to the standard size of 3.65” x 8.5” and be rectangular. Try to make your brochure tie in to your main product. If you run a dry cleaning business, create a brochure in the shape of a shirt.  A sports arena can create a brochure in the shape of a football or soccer ball. You can create a brochure in any shape you want – just ask your brochure printing company for options. Just make sure the shape is relevant to your business and that it keeps its professional look. You run the risk of looking like a children’s book if your graphics and text aren’t professional-looking. Then again, if you run a day care, that could be perfect!

Create a feeling that sweeps your reader away. Don’t create a brochure that sounds like a business plan. Use words that evoke emotions and take people away from work, from stress, or whatever it is they might want to get away from. If you sell camping equipment, use photos of a beautiful wooded area and words like “crispness of the morning” and other words that will give your readers a feeling of being out in the woods with your product. Connecting with people emotionally is a key component of sales.

Don’t talk about yourself. “Well, what’s the brochure going to be about then?” you’re probably asking yourself. This means not to talk about yourself in relation to yourself – talk about yourself in relation to your customer. Customers generally don’t care about the history of your company, at least not at first. Keep the info about how your company came about for an in-depth brochure that’s placed on your store counters by the cashier. If people are interested in your history, they’ll pick up that brochure. The brochure you’re sending to people’s homes should be focused on how your company can help the reader. Everything you say about yourself should show the reader some kind of benefit of working with you.

Include a call to action. There’s only one way to end a brochure – ask for the reader to contact you in some way. Whether you want them to visit your Web site for more info, or to call you to place an order, be sure to let them know the best way to contact you. If you don’t tell them how to do it, they’re more likely to do nothing at all.

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