What’s the best way to sell a product? One of the oldest and most successful techniques is to tell potential buyers about all of its features.
But there are some common mistakes that people make when writing their product brochures. It’s not hard to avoid them, but if you do, your brochure will be less effective than it could be.
In this article, we’ll show you 12 things you should never include in your product brochure.
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Table of Contents show
Technical Specifications
A product brochure is not the place for technical specifications. If you’re already in the fortunate position of requiring a lot of technical detail, then get it right and put it on your website where everyone can easily find it. You only need to include just enough information about what your product does, not how it does it.
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Price
It might be tempting to list your product’s price right on the brochure, but you should avoid doing this. You may think that putting the price front and center will make potential buyers more likely to buy, but in reality, it just makes them feel like they’re being pressured. Furthermore, if you’re selling to businesses, they may not want their employees to know how much the product costs.
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Graphics and Images
While graphics and images can be a great way to add visual interest to your brochure, you should avoid using too many of them. If there are too many images and not enough text, then the brochure may end up looking more like a comic book. For this reason, you should limit your images to just one or two per page.
To create better and balanced brochures, look for an online brochure maker that provides a vast display of brochure designs that are fit for every business product or service. Here are some brochure examples from their page.
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Statements Without Evidence
If you say that your product is better than other products on the market, make sure that it has the features and benefits to back up that claim. Otherwise, it will just come off as a boast that nobody is going to take seriously.
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Frequently Asked Questions
If your product brochure includes a list of frequently asked questions, then I’ll go ahead and let you in on a little secret: nobody cares about the things they ask people who already know what the product is. Save the space for more important information and put the FAQs on your website instead.
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Cutesy Language
When you’re trying to sell a serious product, it’s not a good idea to use cutesy language. It will just make your brochure look unprofessional and make potential buyers doubt your seriousness.
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Unsubstantiated Claims
Along the same lines, you should never make unsubstantiated claims about your product. If you can’t back up your statements with evidence, then don’t say them at all.
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Testimonials From Strangers
Unless you have a lot of testimonials from impartial sources, you should avoid using them in your product brochure. Potential buyers are much more likely to trust testimonials from people they know than from complete strangers.
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Overly Long Text
If you want people to read your product brochure, then it’s important to keep the text short and to the point. Nobody is going to read a long brochure, no matter how good it may be.
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Promises That Can’t Be Kept
If your product brochure promises things that your product can’t possibly deliver, then potential buyers are going to be very disappointed when they find out. Always make sure that your product brochure speaks in terms of the benefits it will provide, not in terms of what it might do.
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Useless Filler
If you’re including useless filler words like “therefore” and “thus,” then stop it right now! Not only are they unnecessary, but they make your text read like it was written by a middle schooler.
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Stock Photos and Clipart
If you’re using stock art to decorate your product brochure, then I’ll go ahead and let you in on another little secret: nobody cares about pictures that don’t relate to the product. Use relevant images that will help to illustrate what your product does.
- Typos and Grammatical Mistakes
If you want potential buyers to take your product brochure seriously, then you need to make sure that it’s free of typos and grammatical mistakes. These errors make you look unprofessional and careless.
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Giving Too Much Away
If you reveal all of the features and benefits of your product in the brochure, then there’s no reason for people to buy it. Save some information for the sales pitch so that people will feel like they need to buy it in order to find out more.
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Not Targeting Your Audience
When you’re creating your product brochure, it’s important to target your audience. Make sure that the language and content are appropriate for the people who will be reading it and that will be our last tip.
