Business Brochure Writing: The 1 Word That Makes Your Brochure a Marketing Magnet
By Sandra Eggers Did you know that theres 1 little word that attracts the most attention of any other word in the English language? (Second only to a persons own name. And no, it isnt the word sex. 
) Its a fact that direct marketers know well. And use repeatedly, with very good and measurable results. In fact, its a word Im using right now in this article. And that word? That word is the magical, mystical, wonderful, prospect-grabbing word you. You. Three simple letters with three gazillion watts of prospect-grabbing power. Now let me help you better understand that power, so you can put it to work for you. ============================================================== The power of attraction ============================================================= First of all, the word you automatically attracts whomever is reading the brochure. Its a psychological trigger that I dont begin to understand, but a fact thats been proven for countless years, by countless direct marketers, when they measure results. When someone says or writes the word you were programmed to listen-up, to pay attention. Contrast that to the way most brochures are written, ABC company is proud to announce . . . ZZZZZZZZZzzzzzzzzzz. . . . You get the picture. ============================================================== The power of invitation ============================================================= When you see the word you, not only does it automatically grab your attention, feeling drawn in, but it has an invitation-like quality. How many invitations have you read that begin Youre invited, or Youre cordially invited? Thats the same effect you get when your brochure is loaded with the word you, especially on the cover. ============================================================== The power of friendliness ================================================================ Closely-related to the power of invitation is the power of friendliness. In the English language, the word you has a personal and friendly feel to it. In some languageslike Germanthis distinction is even more specific. In German you have a formal youIhrused primarily in business, formal social situations or when addressing someone more senior in years or accomplishments. It shows respect. Then theres the informal youduthe you youd use among friends. Since English doesnt have this fine distinction, we have to be careful how the written word you appears in type and in a sentence. So that we can keep a friendly feel. ============================================================= The power of persuasion ============================================================ Using you particularly linked with a benefit to the reader, such as in the sentence, The cost-effective solution for you, or Your cost-effective solution, adds to its persuasive power. Not only have you now got the prospects attention your first step but now youre talking directly to that person. Youre making the him or her say, Wow, thats right. I do have that problem. And they have my solution. =============================================================== The power of the call-to-action ============================================================== The call to action tells your prospect what step you want him or her to take next, as in, Call for information. Although the you is implied here, when you add it in print, you increase the likelihood of that person acting (provided, of course, youve made a compelling case up to this point.) For example, For your solution, call for information. In this example, not only are you having you appear in print (and not just implied) but also you are reinforcing a benefit for that person. Much more powerful than just the generic Call for information. For more than 20 years and now as founder of Purple Eagle Marketing, Sandra Eggers has been writing persuasive marketing copy for clients both big and small, including CNA Life, the Arthritis Foundation and Holiday Inn, helping them attract more customers, increasing their sales. To hire her for your next project, check out: http://purpleeaglemarketing.com For more practical tips, tricks and information to creating effective brochures even if you cant write check out http://brochurecopysecrets.com Article Source: http://EzineArticles.com/?expert=Sandra_Eggers http://EzineArticles.com/?Business-Brochure-Writing:–The-1-Word-That-Makes-Your-Brochure-a-Marketing-Magnet&id=444602 college you girls are little our tits get blonde those nude or tits any gallery or natural than tits in tiny it tits my skinny it ass over
