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`Hi' Hopes

Does your brochure get prospective customers to buy...or say bye-bye?

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This story appears in the April 1998 issue of Entrepreneur. Subscribe »

Fans of championship boxing know that a staple of the sport is the introduction of the fighters by a ring announcer famous for his adrenaline-inducing words "Let's get ready to rummmmble!" Causing that kind of a rush on paper isn't easy, but this example teaches a lesson all entrepreneurs must learn: Introductions--especially in advertising--need to get the juices flowing for readers to perk up.

That's my message to Lee Tubbs, who wrote recently with a request for a brochure makeover. Tubbs owns Enviroguard Inc., an environmentally friendly pest control service in Chattanooga, Tennessee, whose distinction needs more play on the brochure's cover. Offering an alternative to chemical warfare, Tubbs says in his piece, "Where treatment is required, nonchemical procedures are utilized in combination with low-impact baiting???" These words show a sensitivity that prospects need to know about, starting right up front. Promoting that difference simply can't wait until the inside of the brochure if you want to maximize the readers' first impressions.

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