Some people might question whether a brochure still has a place in modern marketing, but the truth is even a website is not capable of reaching the same number of potential customers that a brochure might. As with all marketing material, however, it is possible to get your message wrong. Here are some tips to make sure that your brochure says what it needs to say.
The first question to ask yourself is what do you want your brochure to achieve? Is it to gain more custom? The answer is ‘yes’, of course, as that is what all marketing does. However, is there another purpose? To inform, perhaps? Again, this should almost be a given. An effective brochure campaign converts readers into customers by providing them with the information they are seeking.
The second thing to do is identify your target audience, namely the people who are most likely to consider using your services or products, or the people you are trying to reach. Do they already have a basic knowledge of what you are offering and are, therefore, looking for more specialist information, or do they know nothing? This step should involve some market research in order for you to gain statistics regarding audience demographics, such as average age, interests, location, etc. The results should influence what content you include in your brochure design.
Getting your message across
Once you know to whom you are ‘talking’, the message you want to get across should fall into place. You will need to take the first two points into consideration when you consider your brochure content. What questions do you need to answer? What tone should the text be written in – formal or conversational? Avoid using long words in an effort to impress, and stay away from your industry’s jargon, as the reader may not understand it. Most importantly, do not try to include every scrap of information that you have regarding your product or services. Give your reader enough to inform and interest them. The brochure should act as a teaser, encouraging them to access your website and hopefully, get in touch. To achieve this, always finish off your brochure content with a specific call to action.
The brochure design
Now comes the tricky part – designing the brochure. It has to be visually attractive, using complementary colours that are in line with your brand image. Do not overload the eye with too much text or too many images, and ensure that there is plenty of white space between sections. How much you include will naturally depend on how long your brochure is, so you need to decide whether your brochure is going to be a simple bi-fold piece, or whether you want a longer tri or even quad-fold brochure.
Designing a brochure can be a tricky business for the amateur, so consider outsourcing your content writing and design to a copywriter and graphic designer, to ensure that you get the most professional and effective brochure printing you can.