You’re not selling shoes or computer software; you’re offering a professional service that can change a person’s life. Something this powerful deserves a promotional piece equally as strong.

An effective practice brochure doesn’t have to be complicated – it just has to be on target.

“Your brochure is a crucial branding tool,” says Matt Bigler, vice president of sales for POS. “The goal is to attract new patients by defining who you are and the key benefits you offer them.”

Here are Bigler’s suggestions to help create a practice brochure that does the job:

1. Write to Your Target. Don’t lapse into “doctor-ese” and technical jargon. Stick to clear, understandable language with shorter sentences. Keep the copy and sentence structure simple. That doesn’t mean that you’ll appear less knowledgeable. It just assures that your target audience will get the message.

2. Create Benefits Headlines. Answer the “What’s in it for me?” questions in headlines. Then, back up those patient benefit statements with rationale and features that give authenticity to your claims. Remember to brand your practice by relating the benefits that set you apart from others . . .What do you do best, and what does that mean to your patients?

3. Weave in Emotional Appeal. Rational logic helps justify conclusions, but you should also motivate with emotion. Experienced writers can intertwine both. One of the best ways is to include quotes from satisfied patients. Testimonials from real people add credibility. When they describe how your service changed a life, they can touch the hearts of people

4. Use Quality Images and Graphics. Strive to use elements that command attention and prompt further reading. High-quality photos of real people are best. A close-up of a smiling patient interacting with a doctor is intriguing; a distant view of your offices’ exterior is not. Strive for quality in color usage, too. But don’t “over-color” your brochure or it may lack continuity.

5. Remember the Essentials. Make sure your physical address, Web address, email and phone number are accurate and prominent. Include a map to your office if it’s difficult to find. It’s a good idea to include your phone number on multiple panels. Always include a call to action – “Call us today for an appointment,” for example. Finally, proof your brochure twice – so you only have to print once.

6. Get Them Circulating. Brochures waste money collecting dust, so get them out and working for you. Use “Take One” holders in the office, include them in new patient kits, enclose them in correspondence with vendors, mail them with follow-up letters to phone inquirers and mail them with letters to any professional colleagues that can refer patients.

POS’ full-color printing department can help you create a powerful promotional piece. Call your account representative today to get started.