No empty words
People are much more patient when reading brochures than when reading web pages. But decision-makers get a lot of junk mail, so your brochure copywriter still has to make every word count.
You have only seconds to engage your reader, convey your credibility and the benefits of your offering, and persuade them to keep reading. And not much longer to compel them to act.
Prove you understand
One of the best ways to engage your audience is to show you have a solid understanding of their situation and challenges.
But you have to be careful. Most readers are reading your copy because they have a problem they’re trying to resolve. It’s tempting to show your understanding by jumping straight into a discussion of their problem. That’s not always the best approach.
Studies show that positives sell more effectively than negatives, so it’s usually a better idea to discuss the benefits you offer. Don’t focus on your readers’ relationship troubles, debts, misery and lowly job. Offer, instead, to make them sexier, wealthier, happier and more successful.