BUILDING A LIST
How to Write a Brochure Copy That SELLS
Remember, it is not your brochure that sells your seminar, it is the benefits! The features are the little things that separate your seminar from another seminar.
- Describe your benefits and features in a positive tone - readable and comprehensible at a glance.
- Keep your copy simple and short - if it's easy to read, it will get read.
- Avoid Cliches and Buzz-words - they can be vague to some and a turn-off to others.
- Avoid $20.00 words and any word you have to look-up.
- Put your copy in plain English - busy people respond to straight talk.
- Use the present tense - active verb.
- Break up long segments of copy with headlines and sub-heads. Consider an outline format.
- Use your copy like a roadmap. Have the reader start on the cover reading through all the material and finding themselves at the registration form at the end.
- Make your benefits believable - don't promise what you can't deliver.
- Tell the whole story - don't save paper and lose attendance.
- Put a benefit in the seminar title: "How to..."
- Give the reader the ammunition to convince their boss or superior about attending your program.
- Write copy that will involve the reader. Get them to feel like they have participated in something just by reading your brochure.
- Emphasize "you will get..." instead of "we will give you..."