Anyone who knows anything about sales letters will understand the effectiveness of the letter comes from being both persuasive and informative. Sales letters are meant to be short, snappy, statements that grab attention. The result should be a response to the offer. But while a one page sales letter is effective at getting the customer to stop and think about your product, you are often missing out when customers are looking for more in depth information about both the product and the company to make informed decisions. This is where a brochure can help double effectiveness of sales letters.

Brochures are a perfect way to support the claims and benefits stated in the sales letter. Brochure’s do this by building further rapport with the customer. If a customer is shown the benefits of your product in the sales letter, use the brochure to show how the benefits work or what your customer can expect from each benefit. Consider the sales letter the math equation to a student; with the brochure showing how the solution will help the student and why it is important to them. Another way to look at the use of brochures and their aid to sales letters is that the sales letter answers the customer’s question of “why do I need your product?” while the brochure shows them what they get with the product. But how do they do this?

Sales letters have a main goal of presenting your product in a way that solves the customer’s problem. Using short paragraphs, the sales letter is set up to prove why your product is the best solution to their problem among the many solutions they might find. A brochure will help further educate and inform your customer as to the specific benefits of your products. Brochures are great when you have multiple products or types of the same product. Brochures also help by boldly bringing out the product guarantee, company policies, and giving one final strong call to action. You can also use the brochure to tell your customer about the reputable company they are dealing with. While the sales letter sells the product, the brochure sells the company behind the product.

While it is important to have a strong sales letter, one which provides a solution to your customers problem by providing the benefits of your product. Having a matching brochure to highlight specifics of the benefits, as well as your company’s reputation and policies can only help to double the effectiveness of any sales letter.