Ideas for Better Brochure Content

The purpose of your brochure is to sell your company to your customers; therefore, every aspect of a brochure should be purposed to sell. Start with a cover that draws them in and keep them going with strong content and interesting graphics. Here are some ideas for making your print brochures effective selling machines.

1. Start with Your Business Name.
   The reason for having a slogan is to make your business come to mind for those who hear it. Incorporating your name into your slogan can be a great way to accomplish that. A company name will not always lend itself to be used in a slogan, but when it is take full advantage of it. Your second most valuable option is to use keywords from your industry.
2. Consider Your Line of Business.
   When your name does not fit directly into your slogan, consider using keywords from your line of business. Tell what you do in your slogan. For example, a dentist could write a slogan that says, “Be true to your teeth or they will be false to you” or an accounting business could use, “The company that you can account on!”
3. Use a Play on Words or Rhymes.
   Word plays really stick in your head because you have to think about them to really get it. People like clever slogans and will even pass it on to their friends. For example, “Granite Inspection Group, inspecting the unexpected.” Or a butcher could say, “Let us meat your needs,” and an electrician might go with a really humorous saying such as, “Let us remove your shorts.” Rhyming slogans are definitely memorable if you can make it work: “K-mart smart.”
4. Keep It Short for More Impact.
   Slogans should be simple, easy to understand, and memorable. Convention says that you must expose your audience to a slogan seven times before it really sinks in. It will be even easier to make a short slogan sink in. A septic company may use, “You dump it, we pump it,” or think of McDonald’s “I’m Lovin’ it.”
5. Pitch Your Benefits.
   Slogans that tell of your benefits are an excellent tool for advertising. For example, write a slogan along the lines of “Why settle for ___ when you can have___,” or “You owe it to yourself to____,” or “ ...and that’s a promise.”
6. Test Your Slogan for Business Card Use
   Once you have a potential slogan, you need to check to see if it is relevant to your business. The best way to find out whether or not your slogan makes sense for your business is to ask strangers. Ask people who don’t know your company, and then ask them what they think of when they hear your slogan. If they can tell what you do, then you have the right slogan for your business card.

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