Brochures are one of the most cost-effective and easy to distribute marketing tools that a business can use. When widely dispersed, brochures can increase your company’s visibility. But for them to be effective, brochures need to have certain key elements. Remember, you want your prospect to see as much compelling and relevant information as possible in the most appealing way. Our print company in London will work with you to create well-designed brochures that will drive deep profit returns.
The Cover Should Command Attention
The cover is probably the most important element in designing a brochure. If the cover is unattractive and fails to catch the prospect’s eye, chances of them opening it are close to nil. When designing brochures, all the graphics, colours, and messages should appeal to the desired target market. A compelling cover should contain one eye-catching image, the company’s logo and one phrase that captivate the reader to want to read more. To prompt the brochure’s recipient to open the next page, the phrase on the cover could be in the form of a question that excites the reader to open the next page to find answers. Alternatively, the cover can contain part of a phrase that continues inside the brochure. Bottom line is that the cover should be appealing but also free of clutter.
Compelling Text Inside
The cover should be captivating enough so the recipient will open the brochure’s pages and read. A winning brochure should contain text that is easy to read and interpret. The use of charts and graphs can help make complex data relatively easy to explain and sum up. Using charts in your design can also help you compare your different products and services. At a glance, the customer can easily tell which products are best-suited for them.
Customer Benefits
At the end of it all, the potential customer wants to know how your products or services benefit them. They also want to know what it is about your products that sets you apart from your competitors. Why should they opt for your service and not another company’s? They want to know, so tell them! Many companies fill their brochures with ineffective information like when the business was founded, who founded it, awards they’ve won, etc. Instead, a brochure’s limited space should be used to convey relevant information that helps close sales.
Call to Action
If you circulate thousands of brochures that contain no call to action, how will you calculate the ROI? After reading the brochure, what do you want the prospects to do? Do you want them to buy something? Is there a special offer or discount? Do you want them to visit your website to learn more? Or do you want them to contact you? A brochure is never complete if it doesn’t have a call to action. A great way to coax your prospects to take action is to entice them by offering specials or discounts – you can get creative here.
Utilizing all of these four essentials will create a dynamic sales tool that will work wonders for your business.
