There is nothing that dominates the marketplace like the all purpose brochure. It is the work horse of every industry, and it keeps selling long after you have finished your sales call. It stays behind; it educates; it explains your services or products; it gets passed from hand to hand; and it is the ubiquitous, all purpose tool.

Most people expect you to have a brochure and to learn a great deal about your company from its contents. Where are you located? What are your products or services? How can you benefit them? Why should they choose you over somebody else? You put yourself at a disadvantage if you don't have one, and you lose many of its benefits if it is constructed poorly.

Here are some key points about writing a brochure.

1. Start selling right away. It is the cover that makes somebody decide to pull your brochure off the rack, read it when it comes in the mail, or pitch it in the trash. You cannot simply place your company name along with an attractive graphic and hope it will work. It won't. A well constructed headline, testimonial, or provocative question will help get you started.
2. Make it personal. This is not a formal document submitted to a review panel for approval. You want your writing to be readable. Make most sentences short, but not all of them. Use sentence fragments periodically. Like this one. The tone should be conversational.
3. Tell a story. Not a story, actually, but make the brochure have a beginning, a middle, and an end as a story would. The content should flow easily from one section to the next, and the reader should feel that he has a solid and broad understanding of your business once he has browsed through the brochure.
4. Stress benefits, not features. The reader does not care how big your company is; how many offices you have, or that you have $10,000,000 in revenues. He cares about what you can do for him. You don't care that WritingHelp.com has written hundreds of speeches for clients; you care that we can get this done for you in two days when you are pressed for time. You don't care that we have degrees in arts, business, and law working for you. You care that we can write a business plan that adds value and will help you secure financing.
5. Use testimonials and details. A client has no vested interest in helping your business. The fact that somebody is proud to claim an association with you and has offered to say as much is a great benefit. The fact that your sales letter increased revenues 80% in six months is hard hitting and to the point. The claim that you have broad experience in writing sales letters is soft and generic. It does not sell. It is often beneficial to include a case history, test results, or other specifics to make your point stick.
6. Check for accuracy. Have another set of eyes, hopefully more than just one, check your brochure before it goes to print. Poor grammar, awkward wording, missing information, and misspellings turn the reader off. If you can't even write a brochure properly, how can you possibly do the far more complex task of managing a business?

We could add many more suggestions to this section. That, however, is not the point. The point is that WritingHelp.com can take this burden off your shoulders. We can make sure that your brochure has a greater chance of becoming a valuable tool in your tool chest instead of turning into a rusty, outdated document. We can make sure that it does not do as much to dissuade potential clients from selecting you as persuading them that you are just what they need.