Continued from page 1
The headline needs to be:
*Believable *Appealing to
emotions *Not more than sixteen words *In upper and lower case letters, not all caps *In quotation marks *Easy to understand
#6 Make it easy to read - People want to gather information quickly and aren't willing to plough through lots of text - use bullet points. You want a clean uncluttered look. Also - watch out for jargon, buzz words and technical terms. Remember
selling acronym - KISS - keep it simple stupid.
#7 Doesn't need to be expensive - It obviously makes sense to use good quality paper and it's best to stick to white or cream semi-gloss or glossy stock. Your brochure needs to feel good in
customer's hands - classy - quality image. It can contain as many pages as you like but why not consider a "one-page" which obviously has two sides.
You could have several "one-pages" produced, each relevant to
market you're targeting. You could also produce individual one for each product or service that you provide. I have searched, frustratingly, through many a brochure trying to find specific information on a product or service.
#8 Laminate - buy a laminator (they're not expensive) and laminate one-sheets or pages from your brochure. They make
information look and feel much better and encourage
customer to hang onto them for longer.
#9 Friendly - Your brochure should give
potential customer
feeling that you're business is friendly and interesting to deal with. Depending on what business you're in, you might want
customer to know that you're also "fun" to deal with.
Don't make your brochure too businesslike even although you're selling a technical product; remember you're communicating to a human being who is primarily driven by their emotions.
It makes sense to build a relationship with a graphic designer who you like and who understands what you're trying to achieve. However, if you want to have more control, there's software you can buy and internet sites where you can create your own stationary.

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