Most brochures are used as marketing tools, and they are extremely underrated. Brochures are cheap, and they can be a quick guide for any client or customer. You want your brochure to be able to stand alone, or at least summarize what your sales teams could say. Here we will show you how to create a masterpiece that draws attention, gets read, promotes, teaches, impresses potential customers, and more importantly, makes a sale!
Start with your customer in mind and focus on the goal of your marketing and promotional plan. Maybe your goal is to drive traffic into your store. Or to get people to shop on your website. Is your focus to get more people to call? Maybe you need people to help with funds. Pick something tangible and easy to strive for. Follow that goal when designing and writing. Figure out how the brochure will be used, who will read it, and know where the brochure fits into your sales process. Knowing your focus will help direct you into how to design and what text to include in your brochure.
Capturing the esence of your business on paper requires many design elements that are important in gaining attention and drawing your customer or prospects in. The following tips will help to increase sales and drive home your brochure:
- Theme: Focus and create a consistent theme from cover to cover that compliments your existing marketing style. This is your spokesman. Make sure your business brand and image are well represented. If you normally use light blue and green in your business, don't make your brochure pink and orange. You want something your customers will recognize as yours.
- Cover: This might be the most important part of your brochure. At first glance, your cover should be clean, clear, and concise. You want to stand out, but keep it classy and simple. Introduce and engage the reader, invite them in, and prepare for whats inside. If you are having issues starting, we offer a free online design tool with templates and layouts to help you get it right.
- Motivate & Entice: Use your content, images and style to create a reason to look at every page. Try to make every page as eye catching as the cover.
- Spolight & Organize: Spotlight important facts and organize content in a way that increases visual flow and appeal. Captions get read and usually that is how readers determine if they are going to continue reading. Break up copy and try to pinpoint main topics with subheadlines.
- Photos: Photographs say more than any text you can write. Pick images carefully to help highlight your points and illustrate your focus. We recommend 300 dpi photos for optimum resolution. View some of our other files guidelines here.
- White Space: Too much information and visual graphics can take focus away from your main point or goal. If you are finding that you are cramming images and text together, add more pages to increase your white space.
You are only limited by your imagination. Be creative, use different sizes and colors or consider a center spread to create a larger canvas for pictures or diagrams. It is very important that you do not neglect your verbage. Overcome the desire to delegate this task to someone less capable. Be sure to maintain the same theme, voice, and focus in all of your text. Implement some of our writing tips to generate a successful sales technique for your brochure:
- Attract Attention: Immediately draw their eyes with impact text that focuses on what your customer wants.
- Guide or Map: Try to use design elements that guide your reader through your brochure. Map out a direction by planning your customer's responses through every step of the brochure so they get to your desired response. What is your desired result? A call, an email, viewing your website, visiting your store... your brochure is meant to get them there.
- Stratgey: Do you have a sales strategy? Answer questions. Overcome objections. Write text that is clear and convincing.
- Persuade, Captivate, Suprise: Enough said.
- Establish Credibility: Gain your customers trust by using testimonials, case studies, test results, or anything that will help you illustrate techincal information. Consider using table, charts or diagrams. Prove to your customer that you are the best.
- Short & Precise: Try decreasing the length of text by selecting strong verbs and descriptive adjectives.
- Endurance: Create a brochure that your customer will take home to keep. Try to make the information relevant but long lasting, so that months down the road when your customer finally gets around to your desired response, they won't be disappointed with out of date information.
- Personalize: Use words like "you" or "we" to connect with the reader and make your business seem more personal
That's it! You now have the knowledge to get you started on a fantastic brochure. We hope we at least gave you the motivation to get your ideas off the ground and onto the page. If you are still lost, don't fret! We have some awesome recommended designers you can have design your brochure for you! Or you can use our online design tool for FREE and get a custom brochure at an affordable price.