Using buzzwords in your promotions will help draw reader attention. Some popular, current phrases have been “Fast Track” and “Mobile-Friendly”. Generations X and Y want access to information quickly and concisely. Tell them up front in your brochure how your program can help them become more skilled and successful. Your readers’ biggest question is “What’s in it for me?” Your marketing message should answer that question in the most direct and expedient ways possible. Draw buzzwords from participant evaluation forms and testimonials. Asking a direct question on evaluations like “What did you like best about this course?” will help you identify words that will catch your brochure readers’ attention.

This brochure tip comes from LERN's brochure expert, Nancy Hulverson.