Effective Brochures | How To Design Brochures That Pitch And Don’t Get Pitched
Effective Brochures | Besides business cards, brochures are probably the most used printed marketing material – and for good reason. Brochure printing and flyer printing are both efficient, affordable and offer plenty of opportunities to boldly state your mission. When you meet someone face to face for the first time, whether it be at an event, trade show, or an initial sales meeting, you take the time to learn about each other’s businesses. But what happens after you leave? A well-designed brochure will remind your potential clients of the services you offer and, most importantly, what sets you apart from the competition.
Every business needs a brochure to market their goods and services. A brochure contains design elements to grab the attention of their target audience. Brochures should get your potential clients to delve deeper into the content by reading further about a topic or getting contact information about your company. So, what can you do to make your next sales brochure or flier a winner? Here are seven vital tips for designing successful brochures.
Understand Your Audience | Effective Brochures
Before you spend any time designing a brochure, make sure you understand your target audience. Why would they want to buy your product? What’s the most vital thing it can do for them? Begin by determining what your reader wants to know. A simple way to do this is by assessing the order in which your reader’s questions will flow. Your brochure should answer their questions in a logical sequence following the readers train of thought. A good way to organize your points is to write down the questions you think a potential client might have, and the answers your brochure should supply.
Make It Stand Out From The Crowd | Effective Brochures
Make sure the brochure or flyer is appealing and eye-catching, particularly if the clients will be responsible for picking it up themselves. You can accomplish this through bold colors, thought-provoking images and stunning word-play. The average reader takes less than 5 seconds to glance at the cover of a brochure and decide whether or not to read it. If your headline or graphics on the cover of your brochure are boring, few readers will bother opening it.
Sell, Don’t Tell | Effective Brochures
Once you’ve gotten the brochure recipient to open the brochure, the next thing they’ll do is skim the headlines inside the brochure. Use these inside headlines to hold their attention, and move them through the copy. Your clients and business partners aren’t really interested in your business or products. They are interested in themselves and their own businesses. To get their attention, your brochure has to focus on the benefits they will enjoy by making a purchase from you.
Ensure The Brochure Or Flyer Is Easy To Read | Effective Brochures
Bad layouts and overdone designs can make your brochure hard to read and information hard to prioritize. Help potential clients see what’s crucial by structuring your information in a clean, organized layout that doesn’t overdo images, graphics, text or detail. Even if you grab your clients’ attention with an attractive design, they won’t want to wade through long, dense paragraphs. Your potential clients want you to get to the point — and fast. Through balanced elements, you can help clarify your message and communicate better to readers.
Flop Or Not | Effective Brochures
Use a good quality paper for your brochures, as this stops them flopping which can damage the image of your products, but also your brand. Charities don’t want luxury brochures that’ll make people think they’ve spent a lot of money on them, whereas a new product might require a brochure that looks amazing on an exhibition stand beside it.
Select High-Quality Graphics | Effective Brochures
To make a business brochure pleasurable to flick through, you need good imagery. If you’re using stock imagery – budgets don’t always stretch to cover a photo shoot – try to find images that don’t look like they’re stock images. Never cut corners with images. Nothing makes it harder to take a company seriously than amateurish graphics. Give your brochure a professional edge with high-quality, attractive images and graphics.
Incentives To Maximize And Measure | Effective Brochures
After you interest the reader in what you sell, you have to take the next step: tell them what they need to do to acquire it. Don’t just assume they’ll look for your phone number and call or visit your website. If you don’t tell them what action to take, they may take the wrong one – calling another merchant or service provider instead of you. Incentivising your leaflet with special offers gives the public a good reason to visit and maximizes your return on investment, It also allows you to measure the effectiveness of your campaign.