Top Brochures | You Don’t Need A Billboard To Prove You’re A Pro! 7 Steps To Creating Brochures That Sell
Top Brochures | It doesn’t matter what your industry is, brochures are vital for your small business marketing. Not only do brochures enable you to showcase your business, your products or services, and your goals, but they’re also a crucial resource for targeting clients offline. As hard as you may try, you can only be in one place at a time. Your business brochure, however, can be in many places, helping you reach potential and existing clients and business partners.
Marketing brochures give potential clients a way to learn about products and services at their own pace. Readers can focus on as much or as little information as they can digest. Marketing brochures are basically your portable salespeople. The following tips explain how to create a brochure that will properly represent your business, outline what you have to offer to your target audience and serve as a powerful marketing and sales tool.
Know Your Clients | Top Brochures
Before you spend any time planning a brochure, make sure you understand your target audience. Why would they want to do business with you? What’s the most important thing it can do for them? It’s vital that you know who you’re writing to, because you want to use the appropriate language for your target audience and give them exactly what they want to know. If, for example, the brochure is aimed at children, it’s not the best idea to use a very complicated vocabulary or an upscale font.
Sell, Don’t Tell | Top Brochures
Your existing and potential clients aren’t really interested in your business or products. They are interested in themselves and their own problems. To get their attention, your brochure has to emphasize the benefits they will enjoy by doing business with you. Focus your content on the problems and challenges your target audience faces and how you solve those problems better than your competition. Use graphs, charts or images to help support your content, and convey your message more quickly.
A Good Headline Is Key | Top Brochures
It’s vital to grab your audience’s attention and motivate them to read the rest of the brochure. Your sales message has to appear in the top 2-3” of the front panel, because this will be the visible part of your brochure when placed in a rack. The headline should be repeated on the back panel, as well. The headline should grab your potential client’s attention and direct them to your main point. Why bother taking the time to design a great brochure if your audience only reads the front and then throws it away?
Photography Matters | Top Brochures
To make your brochure enjoyable to flick through, you need compelling imagery. Good photography is vital to the success of any brochure. Try to provide your designer or printer with the best quality images you have. If you’re using stock imagery – budgets don’t always stretch to a photoshoot – try to find images that don’t look like they’re stock images. Never cut corners with imagery. Images in your final brochure will only be as good as the originals you provided.
Provide Valuable Contact Info | Top Brochures
Because a brochure is longer than a business card, it gives you the chance to provide potential clients with more than just your email address. Be sure to include the days and hours of operation, a simple map with written directions, and a telephone number, toll free if possible. Instead of including only your usual social media handles for Twitter and Facebook, for example, consider adding a link to your Yelp page as well.
Limit Your Fonts | Top Brochures
Cluttering your brochure with too many fonts will water down your message. You don’t need many fonts when you’re thinking of how to design a brochure – just a heading, subheading and body copy font. And when selecting those fonts, look for options that are simple: the kind that feel easy on the eyes, that don’t make it hard to make out letters and aren’t so quirky or creative that they would cconfuse your reader.
Take Stock Of Your Paper Stock | Top Brochures
Paper can say a lot about the function of the product, its feeling and quality. Therefore it’s a critical part of the overall experience of your final product. Talk about paper stock before you put pen to notepad, let alone go as far as switching on your computer. Compare the costs and availability of the paper you presently use to that of a suitable substitute. However, make sure that you specify “vertical grain”, and we recommend not less than 80 lb. coated stock for a threefold, “four color” brochure. For rack cards, we recommend using a 10 pt. card stock.