08/24/2022
7 Ways to Make Brochures for Your Business More Effective
As social media and portable tech devices have become more ingrained in everyday life, many companies have turned to content marketing to promote their brand and generate and convert leads.
But people like "real" materials that they can hold in their hands, so there is still significant value to traditional marketing tools such as brochures.
While a brochure is a good leave-behind to keep your product or service in front of customers, the best ones are more than simply a vehicle for a logo and a couple of pictures. If you're going to the trouble and expense of printing a brochure, make sure it's consistent with your brand and delivers a compelling message.
Although content varies, great brochures have a number of elements in common. Use these tips to design a brochure that triggers a buying decision from your customers.
Have A Clear Purpose
Without a goal in mind, your brochure becomes just a random collection of graphics and text. Who is your target audience? What problem can they solve by purchasing your product? What message do you want to communicate? Answers to these questions will give you direction.
Create A Dynamic, Eye-Catching Cover
People who pick up your brochure will make up their minds within five seconds whether or not to open it. The cover should make them want to learn more. Use an appealing image that communicates the benefits of your product along with a headline using action words.
Show, Don't Tell.
You may be proud of your company's history and reputation, but your customers don't want to see pictures of the headquarters or wade through a list of statistics. Include images that directly or indirectly demonstrate the benefits of using your product.
It's A Brochure, Not A Book.
Some companies fall victim to the temptation of cramming every page of their brochures with photos, graphics and text. No one will read your brochure if they have to work too hard to find the message.
Write crisp text in an active voice. Instead of, "Our product will increase your sales," say, "Gain more customers in less time."
Avoid long, droning paragraphs. Use bite-sized chunks of text along with descriptive headlines. Bullet points and lists are also good ways to direct a reader's focus.
Watch out for "big" words, industry jargon or confusing acronyms. Compose text in a style that your customer will understand.
Use High-Resolution Photos.
Low-resolution photos have fewer dots per inch (dpi). As a result, the dots become more prominent when the photo is enlarged and you end up with a grainy, blurred image. Use a minimum of 300 dpi and test the photos before use. Don't assume they will look good in the brochure because they look good on a monitor.
Include A Call To Action.
A compelling, easy-to-understand message means nothing if the customer doesn't know how to proceed. Include a call to action that prompts a reader on to the next point in the sales cycle. Whether you want them to visit your website or call for an estimate, provide the necessary information in a way that stands out from the rest of the material.
Don't Cut Corners On Paper And Printing.
What kind of impression does it make if your brochure's print and colors rub off on a customer's hands? You always look neat and professional when meeting with a customer. Follow the same standards with your brochures, which represent your company and brand just as much as you and your employees do.
Incorporate these ideas to create a brochure you will be proud to distribute and your customers will be excited to look at.
