4 Steps to Writing a Killer Brochure That Drives Leads for Your Practice
Are you thinking about creating a brochure for your practice, but aren’t sure what to put in it? Do you have a brochure for your practice that you don’t think is really doing anything for you?
If this is you, then this article will help.
I have more than 10 years of experience in marketing and sales. In that time, I’ve seen the good, the bad and the ugly of marketing materials. I’ve also learned what really works. This article will outline the four key components you must include in your brochure to drive leads to your practice. My promise to you is that each of these steps will be super easy to understand and implement on your own.
Component 1. The Problem
We’ve all met that “guy” – you know, the one at the company function that, from the first moment you meet, all he or she wanted to do was talk about themselves . You may have tried to put on a fake smile while they chatted, but on the inside you felt bored and annoyed.
Well, when you start a brochure with your company name and contact info on the first page, you’re basically doing the same thing. You’re talking about yourself without giving your potential customer a reason to care. Don’t be “that guy.” Instead, start with your client. Ask them about themselves. Ask them about a problem they might be facing that your product or service can solve. For this article, we’ll assume our potential client is a struggling musician with his own band, and you own a practice that specializes in providing tax services for people in the music industry. With this insight, you would use the following headline in your brochure:
“Trouble keeping your band afloat?”
Component 2. The Solution
Now that you’ve gotten their attention, it’s time to tell them how you plan to solve their problem. This says to the client, “Hey, I understand your problem, I can relate and I’m the person who can fix it.” Isn’t that the type of relief that most of us want to hear?
Underneath your headline, you need to include a subhead worded like this:
“We can find tax breaks to keep your music playing.”
Component 3. The Proof
Now it’s time to back up your promise. In marketing these are called “proof points.” In other words, what proof do you have that you are qualified to fulfill the promise you just made? A good rule of thumb is to include between three and five proof points. More than that and a person’s brain gets overwhelmed … less than that and a person’s brain starts to wonder if you can really solve their problem.
Common types of proof points include (in no particular order):
- Celebrity endorsements (this can include local celebrities or online influencers).
- Certifications (CPA, EA and others).
- Client testimonials.
- Differentiators (patented technology or methodology).
- Integrations with trusted brands (works with QuickBooks®).
- Media mentions (as seen on CNN).
- Number of clients served.
- Online customer ratings (Google, Yelp, Amazon).
- Trust Seals (ProAdvisor® certifications, app certifications, BBB rating, Norton Secured logo).
Using our example of the struggling musician, you would include proof points like these:
A team of Certified Public Accountants
Serving nearly 1,200 local musicians and bands
5-star rating on Google
Official Accountants for Metallica
Component 4. The Ask
Assuming you’ve nailed the first three components, “The Ask” and “The Guarantee” become the most critical things you could put in your brochure. It’s the final step in the mind of your prospect. You’ve identified their problem, told them you’re the one to solve it, and you’ve proven to them that you can actually solve it, so now what?
Now it’s time to tell them what they need to do to seal the deal – and you need to be really clear about it. If you want them to call you, then say that. If you want them to join your newsletter – say that. But, only give them one thing to do and make sure it’s easy for them to do it. For example, don’t say visit me online and then give them a really long web address to type. Make it easy and shorten the URL, or better yet, create a code they can scan with their phone that takes them to the webpage they’re looking for. Whatever the ask, keep it simple and concise.
Along with the ask you need to include a guarantee. This is something that would make them feel so silly if they didn’t complete your call to action. Remember, you’re still trying to build a relationship with them. Right now, they’ve really just gotten to know your brochure – not you. What can you offer them that can make them feel good about committing to you without feeling like they’re putting themselves at risk of losing a lot of time or money?
Your Ask should include four ingredients:
- What they should do.
- How they should do it.
- What they’ll get in return.
- A guarantee that saves them time and money.
Using our example of the struggling musician, you would say something like:
Call Us Today at 123-456-7890 to schedule your free tax assessment.
I hope these tips help you and your marketing efforts – good luck!