1. Elements of Brochure

2. Element # 1 - A great logo A great logo is not something to take lightly. A great deal of your success will rely on the type of image that your logo will project. Element # 2 - A powerful U.S.P A powerful unique selling proposition isn't that easy to write, but well worth the effort if it's very specific and carries a big promise.

3. Elements of Brochure Element # 3 - Call out to your prospects. The fist words of the headline could be along the lines of, "ATTN: Prospective Homeowners". So who do you think is going to read this brochure? Right, people looking for a home. It gets their attention. Element # 4 - Brand yourself. Make up a good title that fits you and wear it, "Tucson's Leading Multi-Family Authority." Are you really? Well, who cares! If you say you are people will assume it without too much thought.

4. Elements of Brochure Element # 5 - A powerful headline. The brochure headline should be very specific and solve a problem. "Know Your House Before You Buy" Now that gets a prospective owners attention. And it's very specific - - "before you buy." Element # 6 - A compelling subheadline. The fastest way to double the power of a headline is with a subheadline. "Learn the true condition and costs upfront".

5. Elements of Brochure Element # 7 - Use curiosity-driven "power bullets." There are few copywriting tactics that can capture the mind and imagination of a reader more than "power bullets." Power bullets are brief descriptions of benefits that invoke the power of curiosity. Here's one "power bullet" that I use. "Are you wearing rose colored glasses?" Element # 8 - Focus on problems. Problems take up 80% of our "mental real estate" so when someone points them out to us, we usually take notice. Here's an example; "Is the possibility of hidden costs making your stomach turn?"

6. Elements of Brochure Element # 9 - State who you service. You might title this section, "Is this you?" or "Who we do business with." This again, assures people that you have a solution just for them. Element # 10 - State who you are. This is where you tell people a little bit about yourself and a lot of how you've helped people just like them who've experienced the same problems as your reader.

7. Elements of Brochure Element # 11 - Include a call to action. In your brochure, ask the reader to take action such as calling for more information or pricing. Element # 12 - Include testimonials. Testimonials are critical to the success of your brochure. People will rarely believe what you say about yourself, but they'll almost always believe what other people say about you. Try to use testimonials that state a problem with you providing the solution for positive results.

8. Elements of Brochure Element # 13 - Offer a guarantee. Always try to reverse or eliminate the risk of doing business with you. This will dramatically increase your response and conversion rate on whatever you offer. Element # 14 - Tell people why they should act. Marketing is all about giving "reasons why" people should do business with you. Use bullet points to list 7 "Reasons why you should never pass on a home inspection".

9. Elements of Brochure Element # 15 - Use the three decision close. The three decision close tells the reader that they can either, 1. Do nothing, 2. Try to do it themselves, or 3. Hire a professional. It's a very powerful close. Element # 16 - Explain the cost of doing nothing. There is always a cost of letting problems linger and this section reminds the reader that the cost of inaction can be very high. This provides additional motivation to get your reader to DO something.

10. Elements of Brochure Element # 17 - Add a P.S. People read P.S.'s. For example; PS. with the words "Don't Get Suckered!" Reiterate the money back guarantee offer and let the reader know they have nothing to lose. Element # 18 - Give only one way to respond. Don't confuse the prospect now, give them just one option, ask them to call using your toll free number.

11. Elements of Brochure Element # 19 - Use a photo of yourself. Unless you're just plain ugly, you should use a good photo of yourself. One a head shot and one showing yourself in action doing a home inspection. This gives the reader a glimpse of what they could be experiencing if they select you as their provider of choice. Element # 20 - Use scarcity. People want something more when they know there is little left of it. In this case, you might want to point out how important it is to call right away as your schedule fills up by mid-week.

12. PRODUCTS

13. MENU

14. SERVICES

16. INFORMATIONAL