Whether you’re aiming to connect with large-scale corporate clients or just market your retail store’s latest products, brochures are fantastic marketing tools for a wide range of businesses.

With a brochure, your business can promote its latest offerings while strengthening its connection with its target audience, all in a cost-effective way.

There are two key components of every effective brochure: the design, which plays a major role in attracting the attention of prospective customers, and the content that the brochure contains, which plays an important role in driving sales.

Are you struggling to prepare the right content for your retail brochure? Read on to learn more about which information you should include in your retail brochure for the biggest possible response.

Key selling points

What are the key benefits of each product your business has for sale? An extremely common marketing mistake is to market a product using its features – for example, specific technology or design elements – instead of discussing its benefits.

A health supplement, for example, may have a patented formula that achieves great results, but that’s not a selling point. Its selling point is that it’s more effective than any other product within its category at promoting good health.

Before you list any item in your brochure, take note of its two or three biggest and most important selling points. Then, use them as building blocks for your copy to create engaging, effective content that drives sales.

Pricing information

How much does your product cost? One of the most common brochure mistakes is to exclude pricing information in an effort to drive leads by forcing prospects to call your business for more information.

While some prospects will call your business to learn more, it’s far more common for people to simply search online for pricing information. As a result, they could end up learning more about a specific product from one of your competitors.

It pays to be transparent, particularly when it comes to pricing. Listing the prices of specific products in your brochure provides your prospective customers with useful information that can play an important part in the purchasing process.

Payment options

How can prospective customers pay for your product? By listing the ways that your target audience can purchase your product, you increase the likelihood of a positive response and successful sale.

If your business offers online shopping, mention this in your brochure. You can even use scannable QR codes to take customers right to a specific product’s page in your online store.

Is there a retail store nearby? If you’re distributing brochures as part of a direct mail campaign, try listing your nearest retail location to show customers how convenient it is to take action.

Your business’s bio

What makes your business special? People rarely receive just one brochure – it’s far more common to receive several direct mail pieces per day. Because of this, it’s vital that you let people know what makes your business different from its competitors.

Do you have an excellent reputation? Do you offer a great return policy? Think about the key points that make your business worth purchasing something from, then use them to build trust in your brochure.

People rarely buy based on price alone; if your can’t clearly communicate how your business is trustworthy and remarkable, there’s a significant chance they will go to one of your competitors instead of purchasing a product directly from you.