By Sandra Eggers When youre creating your brochure, theres a lot to think about. Its so easy to get bogged down in many important details and miss a major one: your call to action. In other words, what do you want your prospects to do, after theyve read your brochure? You could do a fabulous job clearly explaining the benefits to your prospect; you could have a brochure where every other word is you; your brochure is the right color combination on the right kind of paper to tell your story effectively. You could do all of these things and do them very, very well, but all that you do will be wasted if you forget the call to
action. Be honest. Thats really why you wrote the brochure in the first place. You want your prospects to, maybe, set up an individual consultation with you; to call to buy your product or service; to fill out a form to be included in a mailing list. All of those objectives are important. But if you forget that part-or, more likely, bury it in the text or put it in a less-than-desirable place on your brochure-- chances are, you wont get the results you want from that brochure, all other things being equal. So here are some tips to help you make sure that your call-to-action doesnt get lost. ============================================================== The Rule of 3 ============================================================== Three times or a triad, if you will is a good number of times to state your call-to-action. Not only is this fairly workable in most brochures but also the number three gives a sense of psychological balance, helping make it more likely that your prospect will say Yes! Now, where to put these 3? Surely you shouldnt put them all in one place. And not all places in your brochure are necessarily the best, or the most appropriate, places to put them. From my experience, heres what I suggest: First, youll want to make sure that theres a call-to-action on the back of your brochure, near your contact information. Its entirely possible that someone will just see the back of your brochure and act from that.
Next, youll want to put it on the inside right-hand flap. (This is the flap that is actually printed on the left outside. However, when the brochure gets folded, it is on the inside, and is either the first or second column your prospect sees when he or she opens the brochure.) This flap is also where you either want to restate your benefits or, in a nutshell, explain what you offer (in a benefit-driven way, of course.) Lastly, either the inside middle column or the inside (actual) right column. By the middle column, you are wrapping up the benefits that you began piling on in the left inside column, so at the bottom of this one makes sense. Or, your inside right column talks about your business (again, in terms of benefits.) Its the last part of the inside meat, so at the bottom of this column makes good sense to put your call-to-action. For more than 20 years and now as founder of Purple Eagle Marketing, Sandra Eggers has been writing persuasive marketing copy for clients both big and small, including CNA Life, the Arthritis Foundation and Holiday Inn, helping them attract more customers, increasing their sales. To hire her for your next project, check out: http://purpleeaglemarketing.com For more practical tips, tricks and information to creating effective brochures even if you cant write check out http://brochurecopysecrets.com Article Source: http://EzineArticles.com/?expert=Sandra_Eggers http://EzineArticles.com/?Business-Brochure-Writing:--Using-the-Call-to-Action-Effectively&id=444611
