If you’ve read much that we’ve said on Business Know-How about copywriting, you know that the cover of your brochure should include a strong, headline – a headline that immediately tells the reader how they’ll derive an important benefit from the product or service offered inside the brochure.

But did you know there’s another place brochures should have a strong headline that many businesses ignore?

It’s the back side of your brochure – the part that faces the desk IF the brochure is placed face up on the desk.

Why is the back important? Isn’t it the last page a customer sees – the place where the only thing that’s needed is your contact information?

Not always. In fact, if someone’s taking your brochure out of an envelope or out of the shopping bag they’re using to collect brochures and sell sheets as they visit booths at a trade show, there’s a 50/50 chance they’ll see the back of your brochure before they see the front.

It may also be the page they look at last as they’re deciding whether to call you or a competitor for a quote.

So, put the back page to good use. Include a secondary selling message and a call to action along with your logo and contact information.

Need more tips on creating brochures or writing good ad copy? Here are several articles elsewhere on BusinessKnowHow.com that will help:

• 10 Secrets For Effective Brochures
• How Brochures Derail Sales of New Product and Services
• Brochure Help: Design Your Brochure So More People Will Read It
• Advertising Copy: How to Write Headlines That Get Read
• Copywriting Tip: Opening Sentences that Close the Sale
• Sales Letter Copy: 9 Effective Headlines and Why They Were So Profitable
• How To Write Better Ad Copy

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