A well designed and professionally written brochure has the power to influence potential and existing customers by promoting your brand and communicating key messages. However like any piece of poorly designed marketing material it can also work against you and literally turn prospects away. Below we have outlined some of the key steps in ensuring your printed collateral is working for your and not against you!
First and foremost is a strong and compelling headline. The headline should address interests or perceived problems experienced by your target audience, followed by solutions you can provide. This will catch your readers attention and prompt them to continue reading.
Make sure you don’t confuse the reader. Avoid the temptation to list too much information. If it is not absolutely necessary, don’t put it in the brochure. Too many messages will confuse the reader and dilute the most important message that you are trying to communicate. You should also avoid jargon or ambiguous words that are hard to understand.
Often it is wise to have the text for your brochure written by a professional copy writer. Copy writers are experienced in communicating succinctly and effectively whilst also being able to look the topic objectively and provide advice on the best way to communicate your key messages.
It is imperative that your brochure includes a call to action. Don’t assume your audience will automatically think to contact you or purchase your product. An effective brochure will include a call to action such as an offer for a free product sample, service or gift. This will entice readers and give them an incentive to act. And don’t forget the basics. Your brochures should always include your contact information featured prominently on every page.
High quality imagery and graphic design is paramount to ensure your brochure looks professional. Don’t skimp and try to do it yourself. The choice of fonts, colour and effects that can be achieved with a professional graphic design program are very hard to beat. Not to mention the experience that a professional graphic designer can bring to the process of designing your brochure.
These days it is important to remember that you are likely to email your brochure or have it as download on your website, so it is important to have your graphic designer provide the file in a size and format that is web friendly.
If you are printing your brochure don’t cut corners on paper quality. A firm brochure is the equivalent of a firm handshake, it promotes confidence, competence and quality. The weight, texture and overall feel are among the first things the reader will notice when looking at your brochure.
Here at Clarity Marketing & Communications we have the resources and knowledge to help you with all of your graphic design and needs. With the latest design software and a wealth of experience, we can create a wide range of materials fro various marketing purposes – See more here