If people want more information on your product or service, it is standard practice to ask for a brochure. But a good brochure does more than simply provide prospects with information. It is also a sales tool. Here are 3 tips for creating brochures that sell.  

1. Put a strong headline on the front cover.

The cover is the first thing readers sees when they pick up your brochure. So put a strong selling message right on the cover. The goal is to encourage the prospect to open the brochure and read your copy.

Your headline should offer a reward for reading. It must answer your prospects number one question, "How is this going to benefit me?" Too many brochure covers simply contain a graphic and a company name and logo. But this is highly ineffective. It does not give the prospect any motivation to read your brochure. If you want your brochure to be effective, start selling on the front cover.

2. Use visuals to enhance your selling message.

Brochure graphics are not decorations. They should enhance your selling message. Often, pictures can help people visualize something in a way words cannot. However, only use visuals if they explain a concept or idea better than words. If a photo does not enhance the written message, don't use it.

3. End with a Call to Action. 

A brochure is designed to move readers from one step to the next. So find out the next step in the buying process, and urge readers to take it. Be sure to tell readers exactly what to do. Never end your brochure with a vague or weak call to action, or worst of all with no call action. Be direct. Be specific. Don't say, "We hope to hear from you." Instead tell readers to "Give us a call today." "Visit our website" "Order today!" "Complete and mail the enclosed reply card." Urge readers to do something and to do it now.