Persuasive language is required to command attention, engender credibility, drive product desire, and convince the prospect to buy, or at least make an enquiry.
Many persuasion techniques can be deployed; for instance, by implying an association between the product and something already liked by the market, such as value for money, productivity or reliability. Another tip is describing how many are already using the product – why aren’t you on the bandwagon? This can be backed up with scientific evidence, in the form of charts, graphs and statistics that support your message.
Expert endorsement from a leading industry figure or organisation can also be persuasive, while comparatives are another good tactic – so feel free to litter the text with: more, better than, improved, increased, and so on.
Flattering language can also work well, particularly phrases such as: “you know a good deal when you see one,” and “you expect quality.” Rhetorical questions are similarly effective: “Do you want to boost your profits?” “Do you want to out-smart your competitors?” These can help build alignment before the sales pitch.
Brochure copy should always start with the customer, not the product. It should lay out an understanding of the customer’s challenges before switching to the solution.
Set an energetic and cutting edge tone throughout. Engage, intrigue, persuade…on every page. Never present the opportunity to stop reading. Sometimes too much technical information can prove a weighty read – so try instead to present this in the form of colourful diagrams or tables. Avoid cramming the brochures with too much unnecessary detail that dilutes the sales message.
As with many forms of marketing, always end the brochure copy with a call to action!
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