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Attention The first thing
you need to do is grab the reader’s attention, see the
copywriting for how to do this.
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Interest Then you have to
maintain the attention long enough so that it turns into
interest
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Desire The interest then
turns into desire
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Action And if you have
their desire you must make it clear what action you want them to
take; buy now, call now, etc |
3. Don’t put a picture of
your building on the cover
The prospect or client doesn’t give two hoots how
big or modern your office is, all they want to know is how can you help them? So
make sure your front cover makes this clear.
4. Tell, don’t sell
Your customers and prospects want to know what is
in it for them. They are only interested in themselves, so work with them and
show them the benefits. Nobody ever bought a drill, why would they? They bought
the benefit the drill can bring which is a hole.
5. Use headlines and graphics
that your audience cares about
The average reader takes less than 5 seconds to
glance at your cover and decide whether or not to open your brochure up, so
don’t be boring. See the
copywriting section for
how to do this.
6. Use benefits orientated
headlines throughout
Then support this with a few lines of relevant
copy, this way the people who skim read will be happy and so will the ones that
like more detail. This webpage is a great example of this point.
7. Tell them what you want them
to do after reading the copy
Don’t assume that people will naturally do as you
require, some will and some won’t, so if you want them to order now, call to
book an appointment etc. tell them and be bold about it.
8. Give them a reason to act
now
If they are interested but there is no obvious
reason to act now, some people will act now but others won’t. Those that don’t
will get on with their busy lives and forget to come back to you. So do limited
time offers, only 10 spaces available, offer finishes at the end of the month
etc.
9.
Make it easy to respond
Make your phone number, email, address or website
details, whichever method you want to be contacted by, very obvious so that when
they are ready to respond it is as easy as possible for them to see how to
contact you.
10. Take away the risk
Once you’ve built up the
desire for the person to do as you want, you could still loose the sale because
they don’t know who you are or how good you really are, so therefore you should
include some form or guarantee to ease these concerns.
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