Your advertising brochures may be the most effective tool to help you present your business to your potential customers. But often, this effective tool have taken a back seat because business owners and marketers underestimate the power and skills of this marketing tool to attract the leads necessary to increase the profits.

A marketing brochure is important because not only does it allow you to showcase all your products and services in one great material, you are also given the opportunity to represent your image to the rest of the world.

But more than the design to impress your clients and prospects, your brochure printing copy should complement your overall appearance so that you’ll be able to effectively attract, inform, encourage, as well as convince your customers and prospects to try you out just like any breathing and aggressive sales agent can.

In order for you to add some spice to your otherwise everything-nice marketing brochures, here’s what you should do:

1. Headlines should be no more than ten words max to get your readers hooked to your ad. Studies have shown that the shorter your headline, the more interest it gets from your target audience.

2. Headlines should also be focused on one thing only – your target audience. Forget about yourself or your company. Your target readers don’t give a hoot to what you have to say about your company; unless it tells of the benefits you can give them. Focus on your target and you’ll surely get the attention of your market.

3. Keep your copy short and sweet. You don’t need to bore your readers to tears with your dissertation or journal entry. You should always keep it short – enough to give out your information, and clear enough to make them understand it easily.

4. In addition, make sure your lead paragraphs are short too. If you can say it all in one sentence, the better.

5. Break up the monotony of your copy text by integrating bullets, hyphens and asterisks. Use graphical dingbats to add that extra unique look.

6. Make use of captions especially in your photos and graphics. It draws consumers just like your cover does. In fact, second to your cover, a great caption is the most read piece in your ad.

7. Avoid using too many capital letters, italics and bold letters. It only makes your copy snobbish and a bit condescending. You wouldn’t want to drive away your audience with your austere letters would you?

And lastly, stick to two fonts and their families when writing your copy. More than that and your ad would look more like a circus than a professional marketing campaign for your business.