Does Your Sales Brochure Meet The Dentist Office Waiting Room Test?

It’s hard to imagine a corporate sales campaign without a brochure.

Unfortunately, sales brochures have become so common that many are no longer as persuasive as they ought to be.

Award-winning copywriter and author of “The Everything Guide to Writing Copy”, Steve Slaunwhite, puts it this way. “The main challenge of writing a brochure is keeping the content focused. Most brochures are either too lightweight and don’t contain enough useful information, or too weighed down with extraneous facts and long-winded puffery.”

While most brochures still tend to be informative, many are just texty and not visually appealing or scannable, so they end up looking like a “misguided” fact sheet.

The last thing you want to do is put out a texty brochure that even your salespeople won’t read, much less your customers or prospects. So use a good mix of text and visual enhancements – diagrams, bullets, sidebars, callouts, etc – to make your brochure easy to read and understand.

If you need ideas on how to write a compelling brochure that’s informative and persuasive, here’s a suggestion. Visit your dentist’s office and take a careful look at one of those brochures they have laying around in the waiting room. You will learn a lot from how these dental brochures are written to persuade people to get a dental check-up fast.