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How do you produce a sales brochure that converts?

How do you produce a sales brochure that converts?



Are you planning to create a sales brochure to promote your company, products or services? Do you want this communication medium to be attractive, professional and effective?

You’ve come to the right place! Here we take you through the most important stages in creating an effective sales brochure.

We’ll discuss the purpose of compelling sales brochures, the essential parts to include, structuring and writing your message, selecting style and layout, and the finishing touches for preparing and distributing your sales brochure.

Understanding the purpose of an effective sales brochure

To ensure the effectiveness of your sales brochure, it’s crucial to identify its main purpose as a communication and sales tool. Far from being a simple information document, a sales brochure is a key part of your marketing strategy, designed to :

The importance of a first impression

Your first impression is crucial to captivating your prospects. Hence the importance of fine-tuning the presentation, title and tagline of your brochure, which are the first points of contact with your prospects. A study reveals that you only have 7 seconds to seduce. In other words, form and content are equally important!

Clarify your sales objectives

It’s essential to convince your prospects that your services or products are the solution to their needs. To do this, define your objectives and tailor your message to your audience. Don’t be too theoretical or vague, and don’t try to revolutionize your audience’s everyday life. Respond precisely to 1 of its needs. Bear in mind that a company will buy your product or service if it can save them time and, ultimately, money.

Clearly identify the benefits of your proposal for your potential customers. What are the benefits?

What makes your proposal so unique? The AIDA (Attention, Interest, Desire, Action) approach is an effective way of structuring your sales pitch.

It’s also vital to motivate your prospects to take action. So include a clear call to action in your brochure. What do you want them to do?

What’s the next step? How can I get in touch with you?

For example, you can invite them to visit your website, call you directly, fill in an online form, request a quote, etc.

In short, an effective sales brochure aims to establish a relationship of trust with your prospects, informing them, convincing them and winning their loyalty.

Essential elements of an effective sales brochure

To create a captivating sales brochure, once you’ve targeted your objectives and your audience, focus on three crucial aspects: content, the impact of the visuals, and the effectiveness of the call to action. Find out how to fine-tune them and design sales brochures that engage.

The message: simplicity and clarity above all

The heart of your brochure is its message. It should be direct, easy to understand and aligned with the needs of your potential customers, while highlighting what differentiates you from the competition.

To make an impact, consider these practices:

  • Capture interest right from the start with a punchy headline. The catchphrase, especially on Linkedin, is an art!

  • Organize your content clearly, with subheadings, lists and sidebars for easy reading.

  • Use concise sentences, avoiding technical jargon.

  • Include keywords related to your field of activity to reach your target audience.

  • Adopt a direct and engaging tone, personalizing your communication by addressing your potential customers directly with “you”.

  • Reinforce your arguments with figures and testimonials, adding to your credibility.

Visuals: the impact of professional images

Images add dynamism to your brochure, making them indispensable for illustrating your proposition, successes and values in a professional way.

Here’s how to choose the right visuals:

  • Select high-resolution images to avoid quality problems.

  • Opt for authentic images that reflect your company’s identity rather than generic shots.

  • Your images should specifically illustrate your industry and speak to your target audience.

  • Choose visuals that evoke positive emotions and inspire confidence.

  • Make sure you respect copyright by using images correctly and citing sources where necessary.

The call to action: guide your prospects to the next step

Last but not least, the call to action is a powerful incentive for your prospects to move forward.

Make sure it is :

  • Designed with clear action verbs offering an immediate benefit, such as “request your free quote”, “find out about our promotion”, etc.

  • Made to stand out, thanks to a striking color, a visually distinct format or a clickable button.

  • Judiciously placed where it’s most likely to be noticed and prompt action.

  • Accompanied by all the information needed to facilitate contact: telephone number, e-mail, website, etc.

  • Reinforced by an element of urgency or exclusivity, such as a time-limited offer, to encourage a quick decision.

In short, successful sales brochures are based on a clear intention, powerful visuals and a convincing call to action. Each of these parts needs to be carefully crafted to attract, inform and convert your prospects into loyal consumers.

Structure and content: how to tell your story

To captivate with your sales brochure, it’s essential to define a clear structure and engaging subject matter. Tell your story in a way that answers your prospects’ questions, showing your understanding of their needs and presenting your solutions in a persuasive way.

Let’s break this process down into three phases

Define your unique value proposition

Your unique value proposition is the heart of your communication. It distinguishes your proposal from those of your competitors, and should be attractive from the very first lines of your brochure. To formulate it, focus on your target’s needs and challenges, while highlighting the specific strengths of your products or services. Examples:

  • “Discover the secrets of design thinking with our digital training and become an expert in 6 weeks.”

  • “Our CRM software revolutionizes your customer management with its simplicity and efficiency.”

  • “Enjoy food from around the world without leaving the comfort of your home – delivery in 30 minutes.”

Presenting your products/services: advantages and benefits

The presentation of your proposals must convince your prospects that you hold the key to their problems. Highlight the strengths and benefits of your proposals by using simple, direct language, and addressing them directly. Use the AIDA formula to arouse their interest, create desire and lead them to action. Examples:

  • “Thanks to our training, you’ll master design thinking and develop innovative solutions. Benefit from our expert support and an exclusive launch proposal.”

  • “Our CRM software optimizes your customer relations through simplified management. Discover it with a free 14-day trial. “

  • “Let our restaurant transport you through the cuisines of the world with authentic dishes delivered quickly to your door. Take advantage of our special launch opportunity.”

From my point of view, I’ve always liked sales brochures, which also took stock of the product/service’s weaknesses. It’s subjective, but for me it reinforces their quality and I feel they know where to go in their development. For example, in our sales brochure at MirrorProfiles, I don’t hesitate to say that our Achilles heel at the moment is the number of Linkedin accounts we can provide. Let me add that we prefer to take our time but deliver high-quality Linkedin accounts. In this way, I turn my shortcoming into a quality.

Testimonials and case studies: social proof in action

Testimonials and case studies add a layer of credibility to your brochure, showing real-life examples of customer satisfaction. Use quotes, videos or images to illustrate these successes. Examples:

  • “The training enabled me to apply design thinking effectively in my projects. An undeniable asset.”

    • Julie, Project Manager

    • “Thanks to the CRM software, we’ve boosted our productivity and sales. An incomparable solution.”

    • Martin, Sales Manager

    • “Zenchef’s dishes take us on a journey with every order. Quality and service at their best.”

    • Sarah and Thomas, regular customers

    In short, well thought-out structure and subject matter are crucial to making your sales brochure an effective conversion technique. Articulate around your value proposition, clearly present your proposals with social proof to build trust with your prospects.

The final touch for your sales brochure: proofreading and distribution

Once you’ve finalized the design and layout of your sales brochure, it’s crucial to add the finishing touches to ensure its effectiveness. This stage involves careful proofreading and rigorous quality control of your document before distribution to the target audience. Here’s how to proceed in two phases.

The importance of proofreading and quality control

Careful proofreading and checking are crucial to eliminating any errors that could damage your credibility and brand image. Your sales brochure should be carefully examined from every angle:

  • Content: Make sure it’s clear, relevant and consistent, with no repetition. Pay particular attention to spelling, grammar, syntax and punctuation. Don’t hesitate to use a web corrector or call in an expert if necessary.

  • Visuals: Check that images are of high quality, clear and respect copyright. Take care to check resolution, contrast, color and framing, using photo editing software or consulting an expert if necessary.

  • Design: This must be harmonious, reflect professionalism and be in line with your corporate identity. Carefully examine colors, fonts, logos, alignments and spacing, using layout software or calling in an expert if necessary.

Distribution strategies: reaching your audience effectively

An effective distribution strategy is essential if your sales brochure is to reach its target audience and meet its objectives. Identify the distribution methods best suited to your audience and budget, not forgetting to consider whether your brochure will be distributed in paper or digital format. Here are a few strategies:

  • Direct distribution: Send or deliver your brochure directly to your prospects. Whether by mail, e-mail, at meetings or trade shows, this approach enables you to target your audience specifically and personalize your communication.

  • Indirect distribution: Entrust the distribution of your brochure to intermediaries such as partners, prescribers, distributors or the media. This allows you to expand your audience and benefit from the notoriety of these intermediaries.

  • Free distribution: Make your brochure easily accessible to the general public, without specific targeting. Place it in places frequented by your audience, publish it on your website, social networks or platforms to generate traffic and increase your visibility.

The easiest way is online distribution via your prospecting campaigns. There are tools like Linkedin’s Smart Link that are formidable for distributing your sales brochure. For example, by renting 10 Mirrorprofiles accounts, potentially 1,000 people in your target audience will be able to read your sales brochure. And that’s 1,000 new people a week!

In short, putting the finishing touches to your sales brochure through careful proofreading and checking, followed by targeted distribution, is essential to ensure its success and effectiveness.

Well-designed sales brochures serve as a strategic lever in a company’s communication. Essential to instantly captivate interest, the brochure must be visually appealing and clearly structured to be effective according to the AIDA method (Attention, Interest, Desire, Action).

Effective communication on the sales brochure involves clearly demonstrating the advantages of the company’s offer, highlighting the tangible benefits for the customer. The call to action must be obvious and motivating, prompting the prospect to engage in concrete interaction with the company.

The final phase of brochure creation includes careful proofreading and rigorous quality control, followed by a targeted and effective distribution strategy, to ensure that the document reaches the desired audience and fulfills its conversion objective.

In short, a sales brochure is an essential communication tool which, when properly produced, reinforces the company’s credibility and helps convert prospects into leads and then into customers.


What is a sales brochure and what is its purpose?

A sales brochure is an essential that summarizes a company’s important information, including its proposals, in a concise and visually appealing way. Its main aim is to convey a specific message, enhance the value of an offer or a brand, guide sales pitches and increase the company’s reputation.

What are the essential elements to include in a sales brochure?

For a sales brochure to be effective, it must contain :

  • The company logo and graphic charter, to consolidate your identity and brand image.
  • A clear presentation of your offers, highlighting what sets you apart from the competition.
  • Essential contact information: phone number, email address and website.

How do you write catchy, persuasive copy for your sales brochure?

To captivate and convince with your sales brochure, adopt this approach:

  • Use the AIDA technique to structure your message: start by capturing interest with an impactful headline, then stimulate Interest with relevant arguments, arouse Desire by highlighting concrete assets, and push to Action by proposing a convincing appeal.

  • Customize your material to meet the specific expectations of your target audience by understanding their needs and motivations, and adapting the tone and vocabulary used.
Picture of Tristan Bance
Tristan Bance

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