Reapvctfuty,
Executive Director
Your promotional brochure should be designed to serve several purposes:
1. as a handout at lectures, autograph sessions, etc.;
2. as an order form; and
3. as a mailing piece, not requiring an envelope.
If you were to print separate items for each of the above, your printing bill would be three times higher than necessary.
If you print on one side of a thousand sheets of 8V2” X 11" colored paper, the cost of printing your brochure should not exceed $125, including typesetting.
For another $50, you could print on both sides of this sheet. You should do this, as the more information your brochure provides, the better it will sell your book.
Do not print more than a thousand copies of your first brochure, unless you have already gathered all your reviews. If you expect to obtain reviews shortly after your book is released, you may wish to limit this printing to only five hundred copies.
One of the reasons why an initial printing should be limited is that the main purpose of a brochure is to generate mailorder business. The minimum printing for such a mailing is three thousand copies. To print that many brochures, you should wait until you have reviews that will motivate their recipients to buy.
Your brochures must emphasize and exploit these reviews to the fullest. So be patient. Don’t rush to print expensive brochures until you have all your ammunition.
Don’t prim a promotional brochure smaller than 8V2” X 11". If you need more room, use a 17" X U" sheet to print four 8V2" X 11" pages.
Studies have revealed that the goldenrod color draws the best in mail-order brochures. Other strong colors are red and mint green. You may pay a premium of $10 to $20 for colored paper, but it’s worth it.
If your brochure is printed on colored paper, you can obtain a two-color effect by printing with a colored ink. Your printer should charge no more than $20 extra for colored ink.
Select a paper thick enough to print on both sides. If you plan extensive mailings, the weight of your paper will not be important as bulk-rate mailing pieces can weigh as much as three ounces.
When you have photographs, use a clay-coated stock. This gives photographs fine clarity, almost equal to that of a photographic print.
Go to your local library and check out Julian L. Simon's How to Start and Operate a Mail Order Business.
Every day, we are bombarded with advertising messages: billboards, television commercials, newspaper ads, radio ads, mailing pieces, bumper stickers. We rarely give these appeals more than a moment’s notice. Most of the mailings we receive that are obviously advertising, we may not even open. Considering the competition, your brochure must be well prepared.
Grab With Your Headline!
Having only a few seconds to grab your reader’s attention, your headline must be powerful. For example, the sample brochure on the following page begins: BURN THIS book!
Outline the Benefits
List the rewards of the book. Don’t compose long paragraphs. Your brochure must be capable of being scanned quickly.
Breathe life into the phrases written for your brochure. Stimulate. Your words must cause action, motivating the reader to part with money.
Include Photo of Book and Author
Show your recipients what they are going to get for their money. You can use either a photograph of your book or the artwork for the cover.
It is also effective to include a photograph of yourself. Again, have this photograph taken by a professional.
248 How to Publish, Promote, and Sell Your Own Book Sample Promotional Brochure
ANA-DOUQ PUMJ8HINQ COMPANY
424 West Commonwealth, FULLERTON, CA 92632
On June «th David Kinchengeve HOME FOR SALE BV OWNER a rousing review in the Los Angelet Timet — the paper tw virtually bombarded by irate Realtors wanting to bum the book. One Realtor group actually threatened reprisal* by rtroovtng their advertising from 1he Lo* Angetes Time*.
Why do the Realtors reect so violently? Why don't they want you to have this book?
Because unis live star book on home ssWng It written by Qarak) M, Stainer. * nadontdly renowned X-Bealtor. turned consumer advocate. Thie la without exoeptlon. the best and moat comprehenrive book ever published on the home selling process. This it the fiftt complete step by step program for selling a house wihout a broker — everything it included from advertising to escrow.
The W towing ntwspepert and magazinet, In the kilerMt of the general public, gave HOME FOB SALE BY OWWR enthuttastie reviews: Lot Angelee Timet, Washington Post, National Obeerver, Whole Earth Catalog. American Library Association, Chicago Sun Times, Los Angeles Herald Examiner, CoEvotution Quarterly, Nwrark Star Ledger. Seat#* Times, Chicago Tribune, Buffalo Evening Mews. Miami Herald, and the W*tt Coot Review of Bookt ■■*****”.
So really.. .why wa^e 13,000or 14,000on a Real Estate Broker? When you can easily do It yourself and *ave thousands of dollar* by ualng this exciting new book.
In Chapter One we explain all the trick* of the trad*. Also how to defend yourtelf against the Realtors.
in Chapter Two we show you why a hom* sold 'by owner’ will sell fatter and for more money.
In Chapter Three we will tel you why your present family lawyer lent any good and how to go about getting a top notch real estate lawyer who wffl charge only about $250 lor the comptete transaction,
In Chapter Four you will learn how to price your home right *o that it win tea fatt tor tie highest poesibte price. Caution: Realtors are not competent in appraising home values.
h Chapter Bve you wil team what actually thould be done in order to property prepare your home to sell fast
In Chapter ttx you *411 learn how to complete the Home Information Formt which are tiVpHed with the book.
in Chapter Sevan you will learn how to write effective, emotional, exciting ads for Ihe real estate classified section — literally hundreds of sample ads are included.
In Chapter Eight you will learn how to become a real estate salesman overnight: how to handle objections, how to recognize buying signals: how to use low pressure finesse; and how to he(p the prospective buyer say ‘yes '
In Chapter Nine you will leant bow to explain the advantages of owning your home to a prospective buyer.
In Chapter Ten you wM learn how to emphasize whal me buyer wants to hear.
In Chapter Eleven you will learn how to hold an Open House. And how to screen out the Lookie Lout — something brokers never do, no matter what they say to the contrary.
In Chapter Twelve you will learn exactly what your right* are in regards to the Open Housing Law.
In Chapter Thirteen you will learn how to determine if the buyer can afford your home — again something neaHors never bother doing
in Chapter Fourteen you will la am that ihe real estate contract is actually very simple — all Ihe component parts are explained in layman's language.
In Chapter Fifteen you will learn the meaning of Points and how they can affect the net amount you receive.
In Chapter Sixteen you will learn how you can assist the buyer in getting financing.
In Chapter Seventeen you wit learn what TKle Insurance actually Is and why it Is necessary.
In Chapter Eighteen you wM leam what Escrow is and whal the main advantages of it are.
In Chapter Nineteen you wit leam about Ihe Closing, plus also a check off of documents that should be in the hands of your attorney.
In Chapter Twenty you will leam how monthly mortgage payments are computed and what they include.
In Chapter Twenty-One you will leam how lo translate reat estate legalese into everyday English.
In Chapter Twenty-Two you vrfi leam «K Ihe ins and out* Ol moving alter your home Is sold.
In Chapter Twenty-Three you will have at your disposal #n assortment ot *11 the oontrads and contingencies necessary to complete practically every type of residential real estate sale. Evenlow coat HOME fOR SALE BV OWNER signs are available through this book.
/"
Thera you have Twenly-Thre* Chapter* — 210 big 8Vt”x11" page* of eflBCtrvs home selling technique* and information that will save you up to W,000 or more In exorbitant Reaflor fee*.
Every homeowner need* this book. Even if you're not planning on selling today — when the lime comes you'll be ready.
Thousands ol home* have been sold Oy owner using ri”- book. Why not yours?
Order it nowl" U»e the encloMd postage-paid envelope. Or for immediate deNveiy cell TOLL FREE M04W-S090 Exl. 820. Reed II for one year end it you ere not 100% tattsfled return ii for a complete refund.
Our guarenteel You have never, ever read anything like it. And it has got to be worth 1,000% more than the small price to any homeowner So oon t miss it. Just return the postage-paid order form today.
Reapvctfuty,
Executive Director
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