Why Your Marketing Brochure Sucks

Many brochures are awful—and yours might be one of them.

As far as marketing materials go, brochures pack a lot of bang for their buck.

Marketing brochures are cheap to produce and easy to hand out to potential customers, and you can fill them with whatever information you wish.

However, just because they seem easy to produce doesn’t mean that all brochures are equally effective.

In fact, many brochures are awful—and yours might be one of them. If you’re not getting the results you’re looking for or your ROI on marketing is low, it may be time to admit that your brochure sucks. Continue reading “Why Your Marketing Brochure Sucks”

5 Tips for Writing a Marketing Brochure

Marketing brochures are everywhere. Photo: vfsdigitaldesign

When most people think of marketing, they think of TV commercials, online banner ads, and other highly visible marketing methods. Brochures tend to slip under the radar for most people.

Yet, when you think about it, marketing brochures are everywhere.

  • At the dentist’s office, you might see a brochure near the counter advertising financing for dental work. The financing company asked the dentist to put that there.
  • Or if you recently ordered something online, the shipping box might have had a brochure inside. Many companies slip a brochure into their packaging to try to get repeat business from their customers.

Not all companies can afford to advertise on billboards and TV commercials. But brochures are economical, so companies of all sizes use them—from small startups to Fortune 500 corporations.

They’re also commonly used for both B2C (business to consumer) and B2B (business to business) marketing. You’ll find brochures at almost every booth at conferences, trade shows, and many other events.

If you’re writing a marketing brochure, here are a few tips to help you with the project. Continue reading “5 Tips for Writing a Marketing Brochure”

How Fiction Can Inspire Great Business Writing

Yes, there’s a place in business writing for fictional stories. Photo: Yulia Grogoryeva

Many people think business writing shouldn’t include anything fake, but that’s not true.

There’s nothing wrong with incorporating fictional stories into business writing. In fact, people often respond very well to stories.

The key is to not be misleading—you shouldn’t use fictional stories and say they’re real. As long as you’re being honest and transparent, it’s fine.

A great example of this is a famous sales letter from the Wall Street Journal. It tells the story of two young men who graduated from the same college and went to work at the same company. They started their careers with similar talents and ambitions, but 25 years later one was a manager and the other was the president of the company.

The letter then asks what made the difference between these two men over the course of their careers. The answer given is that “knowledge is power” and that the Wall Street Journal gave one of them the edge.

It’s a blatant pitch for the Wall Street Journal, and anyone who read it could clearly see that. But that didn’t bother too many readers—the fact that it starts out with a story that motivates the pitch is why it works so well.

This sales letter was so successful that it ran for almost three decades and brought in around $2 billion worth of subscriptions.

Never underestimate the power of a great story to captivate readers and compel them to take action.

Just keep the following tips in mind when you incorporate fiction into your business writing. Continue reading “How Fiction Can Inspire Great Business Writing”

How to Make Your Writing More Persuasive

First tip? Keep it simple. Write in a clear, straightforward way. (Photo: convisum)

When most people think about writing, they think of novels, textbooks, and other resources that are meant to entertain or educate.

But a lot of writing is also about persuading the reader to take an action—such as buying a product, donating to a fundraiser, or contacting someone.

When you’re writing primarily to persuade, you often need different strategies from when you’re writing to entertain or educate.

Here are five tips that can help. Continue reading “How to Make Your Writing More Persuasive”

3 Challenges of Writing a Marketing Campaign (And What to Do About Them)

Consumers are bombarded by marketing messages every day. (Photo: melpomen)

It’s a frustrating fact for most businesses that many marketing campaigns fail to cover their costs. Companies market because they’re trying to bring in new business.

When a marketing campaign fails, it can feel like the marketing budget went right down the drain.

Here are the top three challenges most businesses face when launching a marketing campaign.

Continue reading “3 Challenges of Writing a Marketing Campaign (And What to Do About Them)”