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(1) Make it visually appealing
The key attribute is to make it visually appealing. OK so that would be common sense but you’d be amazed at the number of brochures we come across that fail to achieve this.
Design is extremely important when it comes to brochures, leaflets or any other printed marketing materials. If the design is boring or cluttered then people won’t bother to read the information you are providing. It’s important that your graphic designer has a lot of experience and can show you samples of their previous work. Better yet, make sure they have positive endorsements on their website from satisfied clients, or on a third party site like Linkedin.
(2) Create the WOW factor.
Remember when your fighting for business in a crowded market place you want to ensure your brochure is the one that stands out amongst to help create that initial engagement. In order to achieve this you have to make your design different! Breakaway from the ‘Status Quo’ and push the boundaries when it comes to the front cover of your brochure.
People respond and react to visual stimulation so the more creative you are with your cover design, the higher chances people will pick up and view your brochure.
(3) Plan your page content
Ensure when planning the content and layout of your brochure that every page from start to finish generates Attention, Interest, Desire, and Action. For your brochure to be effective, your brochure needs to get attention and get the prospect interested enough to read further. By doing this you achieve in raising their desire for your product and/or service, and get them to take an action.
(4) Focus on benefits rather than on features.
No matter what you are selling prospects don’t care about your product’s features. They want you to answer the question, “what’s in it for me?” and your brochure needs to be able to answer that question or it will be tossed away!
(5) Keep it short.
Do you really need a 24-page plus brochure? Generally, short, catchy brochures with a large font and a clean design are better than long, tiresome, technical brochures. So only add pages to your design where they are needed. In the long run pages that aren’t needed will save you money on the printing costs.
(6) Use bullet points to focus on the key features.
Both consumers and business people alike are pressed for time during their daily life and have many visual adverts and messages all around them vying for their attention. For this reason people tend to skim quickly through copy. Feature-rich bullet points on numerous pages throughout your brochure will help keep them focused on what you are offering and lead them towards the action you want them to take. So we advise you use bullet points to focus on the key features.
A beautiful designed brochure with a good use of typography and imagery can really strengthen your brand message and can be the difference between winning and loosing a potential client. A brochure shows that as a company you are serious about your product or service and can put you way ahead of your competition.
(7) Make it personal.
Write your brochure in a direct, conversational tone – as if you are talking with a person face to face. The more personal and direct your tone is, the easier it will be for prospects to connect with your message and engage in what you are offering them.
(8) Include a call to action.
Every marketing material should include a call to action, and this is true for brochures as well.
A call to action can be as simple as ending your brochure with the sentence “Need …….? Call today” and your phone number. The idea behind a call to action is to present the pain, your business as the solution, and to encourage the prospect to take immediate action by picking up the phone and calling you.
(9) Ensure you use great imagery.
If you are selling a product people want to see what they are purchasing and if you are selling a service at the very least they need to feel an emotion if you are going to make a sale. That’s why ensuring your brochure contains either great product shots or lifestyle images that captures peoples attentions will certainly go a long way to making that sale. So ensure you hire a good photographer or pay for professional stock images from companies like Superstock and Shutterstock. It’s important you budget for one or the other and not try dust of your digital camera in your draw and try to shoot these images yourself, especially when these images need to be high quality for print production.
(10) Take a way the risk or any doubt.
Once you’ve built up the desire for your product and/or service , you could still lose the sale to a competitor if the customer has any concerns or fears about purchasing from you because they may not know who you are or how good your product or service really is. To ease the customer’s fear and concerns, include a testimonial, case study or even better a money-back guarantee if your product or service does not meet their expectations, this way they’ve nothing to loose.
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The brochure used throughout this article was design by Craig in studio on behalf of Sash UK and 5 Star. For further help or advice about designing an effective brochure and print finishes and techniques available to create the WOW factor, please get in touch with our team on +44 (0) 113 394 4522 or get it touch via the contact form below.
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