6 STEPS TO CREATING IRRESISTIBLE BROCHURES™How to craft a brochure that will grab your prospects attention and do the selling for you!

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6 SIMPLE STEPS

1. Where, What, Who2. Choose Your Layout3. Place Your Content4. Choose Your Photos5. Write Your Copy6. Put It All Together

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RE-FRAMING YOUR MARKETING MINDSET

All marketing pieces should be focused on solving your ideal clients problems or issues.

Brochures are not about promoting the features of your product, rather they are a doorway to having a deeper conversation with your client.

That is, to entice them to seek further information, enquire about a purchase, or make an appointment.

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STEP 1: WHERE, WHAT, WHO

Step 1 involves deciding where this piece fits into the buying cycle. Knowing this will help you with the format and messaging of your brochure.

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Discover that she has a

need

Gather Information

Evaluate Options

Purchase

Retention

TWO TYPES OF BROCHURES

• Create a brochure that addresses your ideal clients pain points and highlights your solutions. This brochure will be general.

• If you service different markets or clients then you’ll want more than one kind of general brochure.

Gather Information

• Create a branded brochure that highlights your products benefits and solutions.

Familiar with your service and ready to

make a purchase.

WHO

Create a detailed persona of your client Age, sex, income level, hobbies. What’s keeping them up at night. People buy solutions not features. How does your product solve their problem.

STEP 2: CHOOSE YOUR LAYOUT

What kind of layout you choose will depend on how expensive and/or complicated your product or service is to understand and use.

In general, the more expensive and/or complicated, the more information your prospect will need before agreeing to make a purchase.

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STEP 3: PLACE YOUR CONTENT

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Front Cover: Place a picture and tag line that address your clients needs.

Back Cover: Contact Information and Testimonials.

Inside Flap: About You, Your Company, or Testimonials.

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STEP 3: PLACE YOUR CONTENT

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Inside Left: Describe Your Clients Pain Points.

Inside Cover: Describe Your Solutions.

Inside Right: Place Your Offer or Call-To-Action and Contact Information.

STEP 4: CHOOSE YOUR PICTURES Your pictures are going to tell the story of your

clients problems and your solutions.

However, they also have to tell the story of your brand.

Resources: www.123rf.com; www.shutterstock.com; www.istockphoto.com; microsoft clip art. **Check licensing information before use.

Never just take something off of the internet and use it. You may get sued. Purchase the licenses for your pictures or get written permission from the photographer to use them.

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STEP 5: WRITE YOUR COPY

Rules:

1. Think about your prospects needs. Remember, this is about resonance. You want your ideal client to see herself in your brochure and other marketing materials.

2. Tell one story. Don’t confuse your prospect by telling too many stories. Pick a problem and state the solution.

3. Be very careful when using industry terms and jargon to promote your product or service.

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STEP 6: PUT IT ALL TOGETHER1. Do choose a template to work with and stay within the margins. I use

Microsoft Publisher 2010 templates. I’ve also purchased layouts from www.layoutready.com.

2. Do choose a typographic style that represents your brand.

3. Do choose a font size that is easy to read.

4. Do create a brochure that your prospect can scan. If it’s stuffed with words and images, no one will read it.

5. Do, Do, Do choose high resolution pictures if you’re going to print your brochure. 300dpi is good.

6. Do save your brochure as a PDF for printing.

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STEP 6: PUT IT ALL TOGETHER1. Do not have your text squished against your photos. Make sure that

there is a 1/8’’ to 1//4’’ margin around your pictures.

2. …unless it represents your brand.

3. DO NOT USE ALL CAPITALS IN YOUR HEADLINES. ALL CAPS ARE DIFFICULT TO READ, AND IT MAKES PEOPLE FEEL LIKE YOU ARE YELLING AT THEM!

4. When printing, the colors on the screen will be different on paper. Blues and greens are especially difficult to re-create.

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OTHER CONSIDERATIONS

1. When printing, the colors on the screen will be different on paper. Blues and greens are especially difficult to re-create. So talk to your printer before printing. You may need to do a few test runs.

2. Wait at least one day before printing your brochure. It’s typical to find mistakes the following day.

3. Have fun. Brochures are an expression of you and your company and brand. Brochures are art.

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HOW TO CREATE IRRESISTIBLE BROCHURES WITH MICROSOFT PUBLISHER 2010

Join Krista Magidson Chief Content Creator for Boutique Marketing Group and discover:

How to create beautiful, professional, and branded brochures using Microsoft Publisher 2010.

This is a 3 hour, hands-on workshop for only 12 people.

I’ll work with you to create attention grabbing headlines and engaging copy, choosing photos, layout, and design.

The class will be laid out for you in an easy 6 step process that you can use again and again!  

HOW TO CREATE IRRESISTIBLE BROCHURES WITH MICROSOFT PUBLISHER 2010

The class will be held at The Life Oasis in Torrance on:

Wednesday, August 7th from 6:30-9:30 PMOR

Friday, August 9th from 11:00 AM to 2:00 PM.

Cost is: $147

REGISTER TONIGHT AND PAY BEFORE FRIDAY, 19TH

$147

And pay only: $97

That’s a $50 savings!