Creating the Perfect Brochure – Design and Content that Sells.
So, you think you have a successful business underway and you need to do some informative marketing to get the word out. Do you have what it takes to create an appealing brochure that won’t bore your prospective clients to death?
Here we discuss some key tips for creating an optimized business brochure that will both inform and sell to your prospective clients:
Putting together an attractive product is one thing – but an eye catching brochure is a completely different ballgame. The goal is this – design a brochure that people actually want to pick up and read. If you take into consideration our tips, the end product will be a brochure that features a natural flow, rich in informative and simple to read, so pay close attention.
Use only useful and essential information. The purpose of your brochure is to get your main message across to a specific target audience, so presenting your information in a clear and concise fashion should be right at the top of your to-do list. Don’t bury your most pertinent and useful information – feature it prominently.
If you’ve crammed your brochure with non-useful gimmicky information, few people will actually take the time to read it in its entirety. Let your brochure sell your product or service but in an effective and intelligent way – you want to be seen as an asset to the client not a salesman, someone who can add value and lend help to whatever your client’s needs may be. So while you work on formulating content for your brochure, make sure it’s a rich resource – packed with useful information that your clients will be interested in.
Highlight your benefits and your call to action. As the reader reads over your key benefits and gets to the point where you’ve inserted your call to action, know exactly what type of reaction your trying to illicit from the reader (whether it’s getting them to make a call, subscribe to a newsletter, visit your website) – whatever the case may be, make sure your call to action is strategically positioned for maximum exposure and that its convincing.
A brochure that’s merely informative can be boring and may be easily discarded – so spice it up and invite the reader to DO something that can further their interest: attend an event, call your hotline, check out useful tips online, participate on your blog or social group. Somewhere in your brochure, make sure to include some form of social media linked to your company, whether it’s a Facebook page, twitter or a blogger account – incorporating social media will add legitimacy to your venture and promote further interaction between you and potential clients.
Wrap the text. The format of a brochure allows you some interesting formatting opportunities that you may not have in other advertising mediums. For example, instead of having text end at the bottom of one page and resume at the top of the next, why not spread it out over two or three pages? This creates a dynamic look – but more importantly, it forces the reader to physically open the brochure to comprehend the entirety of your message.
Get creative with the folding. While there are practical limitations involved in the physical construction of a brochure, you still have several options when it comes to how the brochure folds and unfolds. A single half-fold, reminiscent of a greeting card, can be simple and elegant, while a letter-fold or Z-fold can offer more separate panels for different types of information. Try trimming pages to produce various shapes that might better reflect the image of your brand. Physically printing and experimenting with multiple folds during the design process is a great way to visualize what the finished product will look like – always evaluate your design through your clients eyes (what would they like to see and hear).
The Most Popular Brochure fold styles are
- Half then Tri-Fold
- Half then Half-Fold
Go with a clean layout. It’s hard to resist the temptation of cramming as much information as possible into each page of your brochure – but oftentimes, less is more (say more with less words, be clear and concise). Separating text with clearly defined margins and a fair amount of blank space will ensure a look that’s easy to look at and appealing to the eye. Break up your blocks of text with images, charts, graphs, diagrams or other visuals to ensure a dynamic brochure.
Use appropriate fonts. Avoid mundane, everyday lettering (like Times New Roman), and find a font that most closely establishes the tone and style of your brand. Too many different fonts can make a brochure appear disorganized – try using one or two, and experiment with different sizes of text to add variety.
Choose colors wisely. Stick to using only a few colors –it will help ensure consistency and avoid a look that’s look to busy. Take a look at color swatches or color wheels to find the hues that best reflect the nature of your business. If your company has an immediately recognizable color scheme, be sure to incorporate it into the brochure.
Don’t skimp on quality. Don’t be afraid to go all out on high resolution printing and good paper quality – your brochure is a representation of your brand, and you should ensure it’s as sharp and professional you are.