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Brochures that Generate Sales Leads (and How to Write Them)
One rule in direct mail is that your letter sells your offer and your brochure sells what you're selling. For example, let's say you mail a classic direct mail package to generate sales leads for your enterprise software product. Your classic package will consist of a #10 mailing envelope, a sales letter, a brochure (perhaps an 8 1/2×11 sheet folded twice), a reply device and a #9 return envelope. In this package, your letter sells your offer (which might be anything from a white paper to a complimentary audit to a discount) and your brochure sells your product (describing in detail the tech features that are too cumbersome to include in a letter). Here's how to organize and write that brochure. 1. Create a compelling and memorable theme (a) Committed to Memory (manufacturer of computer RAM) 2. Carry your cover theme throughout the brochure 3. Start your selling message with your prospect 4. Grab attention immediately [Cover theme] [Inside headline] [First line of copy] 5. Describe your top benefits first Now rank these top five features and benefits in order of their importance to your prospect. Then write your copy so that you mention the top benefit first, the second-most-important benefit second, and so on. In the above example, for instance (point 4), you would list the following benefits, in this order, and flesh out each one with persuasive copy: (a) reclaim up to 30% of your storage space enterprise-wide 6. Present proof 7. Ask for the order Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.
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Comment by George C. Leef, Director of Research
