Creating a brochure that works

While it’s important to consider the online components of any marketing campaign, nothing has the hands-on tangible impact of a well-designed full-colour brochure. Whether your potential customers receive your brochure in the mail or collect one from a counter top or expo stand, you want your brochure to stand out and communicate the right information about your business.

Here are some tips to create a brochure that will stay in your customers’ hands and out of their rubbish bins:

Invest in professional design

Creating a slick-looking brochure involves a lot more than just moving text boxes and images around in a publishing program. Pick up any great looking brochure and you’ll notice a lot of little touches that only the professionals can do – so it’s worth the investment. Graphic designers have access to unique fonts and imagery, an in-depth understanding of branding, and will use layering to create eye-catching effects. Perhaps most importantly, a graphic designer can create your brochure to be print-ready, considering everything from your choice of paper stock to your preferred colour palette.

Use good quality images

Avoid clip art and outdated photos of your staff and products. Even if your products and services haven’t changed since 1989, photo quality certainly has – so be sure to take some new photos (or hire a professional photographer) to show your customers that keeping your products and company image up-to-date is a priority.

If you use photos of people in your brochure, either purchase these images from a reputable stock image website, or have your staff or models sign what’s known as a “talent release form” to give you the rights to the photos for years to come. You’ll find talent release forms widely available online.

Content is king

Your customers are always thinking: What’s in it for me? It’s important to keep this question in mind as you put together the content for your brochure. Focus on the benefits that your products or services can provide and use the other information to back up those benefits.

Let’s say you’re in the car repair business. You could send your customers a brochure saying that you have 14 years experience in the industry and 350 customers in your local area – but this doesn’t let your customers know about any direct benefits of using your services. Your customers would be much more likely to appreciate (and keep for future reference!) a brochure that lets them know they can drop their car off at your premises at 7am before they go to work.

And remember that one of the most effective ways to communicate the benefits of doing business with you is to include testimonials from other satisfied customers.

Follow these basic tips and you’ll have an attention-grabbing professional brochure that will draw customers to your business.

 

Supplied by:

Michael Kelly

Worldwide Online Printing

13 Albert Avenue

Chatswood  NSW  2067

9411-2244