Showing results for 
Search instead for 
Did you mean: 

How to Use Story Telling Within a Brochure and…

Contributing Solution Provider

How to Use Story Telling Within a Brochure and…


 other marketing communications channels to enhance the impact of your message.

Brochures use to be the workhorse of marketing and selling. They were handed to prospects, distributed to trade show attendees, offered on a website, inserted into product fulfillment packaging, and so on.


Today, you’ll need great copywriting skills plus a few more ways to get your contact interested. If you are using a brochure produced 20 years ago, then this article is for you.


If you plan on sending brochures in direct mail, it’s important to make sure they are created to work in that environment. The story within the brochure does all the heavy lifting but the copy must be short and to the point, quickly.


Next, make sure you carefully put together the list of names, the creative design is attractive, and reaches your special offer, within eight seconds, leading them in one click to the company’s landing page.


Here are 8 tips to make sure you’re getting the most out of your direct marketing mail brochures and its supporting cast of channels.


  1. When you decide on using direct marketing and mail for your delivery method, a goal is to let your brochure “tells before sells.” Remember that in direct mail, it’s the letter that makes an offer and does the selling. The job of your brochure is to back up your letter and fill in the details of your story. The old saying is, “the letter sells and the brochure tells.” You do this by illustrating the use of your product, by listing features and benefits, and by including photos, illustrations, diagrams, charts, tables, and other visual aids that “wow.”
  2. Design for easy reading. While you may want to impress your potential buyers, never let ego get in the way of legibility. Use easy-to-read type, short paragraphs, bullet points, photo captions, bold headlines and subheads, and drawings within the design techniques of the letter and brochure.
  3. Use descriptive headlines. A header for a section with testimonials that read, “Why our customers love us” says nothing. But a header that reads, “We’ve saved money for more than 300 customers” delivers a clear message. Since people tend to scan literature, it’s important for all your headers to be complete and descriptive at a glance. The story may be the “how” a portion of customers saved money. Pick a problem in your industry which is familiar with other companies, but your solution is your bread and butter.
  4. Don’t waste your cover. You should start strong on the cover with a big benefit headline. This draws the eye and gives people a reason to open your brochure and start reading. Use a design pattern or two from your website to make the brochure look like your company brand.
  5. List features and benefits. Features are the characteristics of the product or service you’re selling. Benefits are the explanation of how those features are relevant; they answer the question “What does this mean to me?” Generally, benefits relate to how something will save time, generate money, or solve problems.
  6. Highlight your guarantee. This can reduce perceived risk and remove objections. Potential customers are always thinking, “What if this doesn’t work? What if I don’t like it?” Use a story to depict the most important value added option within the guarantee and add a testimonial.
  7. Include testimonials. Positive remarks from satisfied customers help support your claims and act as proof that your products or services are of high quality.
  8. Add complete contact information. Brochures are often the one-piece people keep or pass on to others. So, add a landing page on your website supporting the brochure. Use similar designs from the brochure and let the copy be redundant. If your company is using social media or wants to test the waters, this is a great time to add another channel or two. It’s never too late for using digital marketing. This is a great opportunity for a visitor to finish the brochure story. Make sure the visitor has an opportunity to act with your landing page. Maybe a game. A true or false test. A quick video, depicting your product in use. Accolades from other companies. The list can be endless but keep away from boredom or too much of a good thing.

Let me know what you think.




The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. Get your FREE copy today!

Thanks for reading. If you have any questions please post below or email 

Mike Deuerling, aka MarketingDoc









© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.


Constant Contact Solution Provider
Marketing Communications Specialist
Need your marketing performance evaluated?
Occasional Participant

Re: How to Use Story Telling Within a Brochure and…

Story telling needs more skill in writing and how to express feeling, emotions, interested in the contents. Thanks for sharing