How to Develop Your Brochure Message
How to write your key message for your print brochures is always a challenge.
How to write your key message for your print brochures is always a challenge. You see, a good message is half of the equation after getting the attention of your prospects to take a look at your brochure printing – be it custom brochures or business brochures. A good design and a good message equal a successful brochure printing.
A well written key message is important because it can make or break your print brochures. Having said that, your key message then becomes a business generating tool or a complete waste of advertising money.
Developing the key message is no just about writing. Developing the message for your custom brochures is, as some writers would admit, an art in itself. They say this because you just don’t get a degree and become a good brochure writer. It takes a lot of experience in order for one to develop the skill in brochure message writing. A well-crafted message is not a hard sell. It does not have to be overly dramatic with exclamation points everywhere. It should be able to deliver the message without an overabundance of heavy-handed sales language.
So how do you achieve a good brochure printing message? Follow these simple tips and you are on your way towards developing effective key brochure message.
Focus on the derived benefits. What can be derived from using the product or the service? A benefit, as you may well know, is the value that can be derived from your product by a customer. It is as simple as that. In more simplistic terms, a benefit is how your product is addressing your customer needs. Now the challenge is how to capture this in your message. You need to put this benefit into words to try to convince customers that yours is a superior product or service.
Focus on the superiority of your product. Another approach to writing your brochure message is to highlight how your product or service is different from the rest. Yes, there are many businesses offering the same products or services; but why should customers choose your brand? This is the ultimate question that you have to answer in your message. You can start by thoroughly researching on other brands. Understand the product and the services and know why people are buying. Next, put your product beside the other products and list down all the differences – good or bad. After going through the list, focus on the strengths of your brand and highlight them. You should be able to capture this in words to persuade customers to give your product a chance.
Focus on a special offer. Another approach to good brochure message is for you to highlight special offers. Your customers need to know about special offers that, as the words from the ‘Godfather’, are hard to resist. Talk about how your special offer will help them or how this offer will make their lives easier, if not cheaper. Outline the offer and make comparisons with other offers. This is one way of convincing customers that yours is a better offer.
Remember, in writing the message you have to connect quickly. Some would suggest that you have less than 60 seconds to get your message across. More than that and your customers would lose interest. On top of that, make sure that your message has relevance to your customer’s life. They should address questions like ‘What’s in it for me?’ Or what can I get from using your product? These are basic questions that you have to answer and be able to capture in less than 60 seconds.
Resources:
Cliff Bergfeld can share you techniques on how to make custom brochures. You can visit Print Brochures to find out more ideas for your business materials needs.
