In addition to the importance of creative copy, a successful brochure must be written using the AIDA formula.
1. Capture the ATTENTION of your audience
2. Keep her INTERESTED
3. Arouse the DESIRE for them to respond, and
4. Push them to take positive ACTION
1. Capture the ATTENTION of your audience
First, and possibly most important, is the headline.
Example:
“AGSORB – THE MOST EFFECTIVE NON-TOXIC, NON-ABRASIVE OIL ABSORBENT ON THE PLANET!”
This headline captures the attention of the audience. He is short and snappy and succeeds in making a bold statement early on. Your audience should now want to know more.
Generally speaking, a successful headline will be one that persuades your audience to continue reading in the belief that your product or service can solve their problem or be of benefit to them.
2. Keep her INTERESTED
Well, your title has captivated them and now they are focusing on the heart of your message. The tricky part here is keeping their interest so they don’t throw your flyer away before you’re done. Choose each word carefully and make sure each of your sentences is clear, effective, and error-free.
Example:
“Its powerful sorbent action absorbs hydrocarbons quickly. It doesn’t require a ‘high tech’ application or equipment and leaves no residue after extraction.”
Truth coupled with sincerity and enthusiasm is a key factor. Avoid making exaggerated claims. The above sentence is a powerful motivator: it is telling the audience in a sincere and positive way what the product does and how easy it is to use.
‘Testimonials’ can also be very powerful. They let your audience know that someone else has used the product and that their claims are genuine.
Example:
“This is what SP, tool rental manager for the well-known UK chain TPR, had to say about Agsorb.
Things always seem to happen in threes. We recently experienced a nasty hydraulic oil spill, a shop floor flooded with motor oil, and a messy gasoline spill. ChemSol suggests we use Agsorb and in a very short time, the easily applied application absorbed all three of these spills. We now maintain a supply in case of similar mishaps.'”
Write conversationally and avoid long words and long sentences. Make your message personal so your audience doesn’t feel like they’re talking to thousands of people. Something like the award below works fine.
Example:
“We offer you, our valued customer, a fantastic 30 day discount price that you will find hard to refuse!”
Also, focus on the money, labor, and time-saving benefits of your product rather than fancy features.
Example:
“It is lightweight for easy handling and low transportation costs and is not harmful to machinery and equipment”
“…and in no time, the easy-to-apply application soaked up all three spills.”
3. Arouse the DESIRE for them to respond
Now you need to turn your audience’s interest into a strong desire to buy. To do this, you need to focus on the ‘product benefits’.
Example:
“Agsorb is non-toxic and safe to use. This versatile product absorbs a wide variety of organic chemicals in soil and water. It is lightweight for easy handling and low transportation costs.”
Done correctly and effectively, your sales flyer copy should, by now, have your audience ready and waiting to place their orders.
4. Push them to take positive ACTION
Now include a direct, clear and unambiguous ‘call to action’. This may seem obvious, but it’s amazing how many people forget this crucial element.
Example:
“Agsorb, packed in 25 liter containers, is normally priced at £76-25 plus vat. But if you order in the next 30 days we’ll let you have a 25 liter container for just £56-00 plus vat. ..including FREE delivery.
To place your orders, please call Julie today at ……”
A sense of urgency is a good thing. By strongly suggesting that they should respond now, you are motivating them to act now, without delay. Also, any bonus or discount offers will help generate a positive response. The following example is good.
Example:
“And if you order more than one container, the price is even better at just £52-00 more goes…once again we’ll include delivery, FREE.
Remember, if you’re not completely satisfied with your Agsorb results, we’ll give you your money back, no questions asked!”
There you have it… AIDA
ATTENTION, INTEREST, DESIRE, ACTION
Four fabulous ways to write a great sales flyer.