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Before the prime of social media, before every company had its own website and Wikipedia page, brochures were the go-to way of communicating about your business and its brand.
Even now, with all the digital means of communicating with customers, suppliers, and the general public, they are just as important as they were for any kind of business.
And for good reasons too!
Out of all the other forms of print marketing, brochures play a big role in establishing credibility. People expect you to have a brochure if you consider yourself a “respectable” company.
Because a good brochure with your personal touch signals stability and professionalism to anyone who reads it. Also, it saves the reader time as they can take it home and read it at their leisure.
So the importance of brochures as a marketing tool can not be overstated. And just like every other marketing campaign, there are some factors you have to be mindful of to make it have the desired outcome.
Having a clear objective will determine how effective your brochure copy is. Do you want to inform the reader about your company? Or, about a line of products/services? Or, maybe a bit of both?
Having a precise goal like this will make it to so that the brochure is actually read and not collecting dust in a corner.
Try to understand what the people you are trying to communicate to wants and write the brochure answering the questions that are relevant to them. Maybe you have different types of people you want to communicate with. In that case, creating multiple brochures is a good idea.
For example, suppliers and customers do not want the same kind of information. So having different brochures for each of them will be much more effective than having a generalized one.
You have to understand that prospects are bombarded with marketing literature. Every. Single. Day.
So if the headlines of your brochure seem uninteresting (or worse, boring) to them, you can bet they won’t even read past the front page. Putting interesting headlines on the front page that creates intrigue is the best way to get prospects to flip past the first page.
Where the sub-headers and images will keep them reading.
AIDA stands for Attention, Interest, Desire, and Action. Almost every piece of marketing literature becomes 10X more effective because of it.
To put it simply, your brochure needs to grab the prospect’s attention, keep them interested enough to read it, invoke a desire for your product/service, and lastly have a specific call to action that gets them to do something. Such as ordering, visiting your website, or calling for a query.
If the brochure is about a product/service or a line of products/services, no one wants to see long-winded paragraphs about how they came to be. Keep those stories for your website.
In the brochure, write the benefits of your products/services in a clear and concise manner. Because benefits invoke emotions in the reader to buy the products or at least enquire about them further to make that buying decision.
When planning for the brochure, keep in mind how the brochure will fold. This will allow you to write its copy and choose its pictures and other contents in the most effective manner.
If your brochure has a crease that runs right through your copy or a picture, your reader will be easily put off. It makes them think the brochure was sloppily made hence making a bad impression about your company.
Also knowing the folds will help you create a better flow between the copy, images, and other content.
Complicated words, bad structure, lack of free space, and just simply too much text reduces the readability of any literature.
For marketing literature such as a brochure, readability holds immense value. Because so many marketing materials fail to achieve their purpose for lack of it.
Images are the best best way to not only grab attention but also invoke emotions. So while choosing pictures for your brochure, you need to consider how relevant they will be to the prospect.
For example, if the prospective reader is between 20-30, it wouldn’t make sense to feature pictures of the elderly and vice versa.
Also, try to choose tasteful and high-quality images. A high-quality picture of your product being used is a great technique to raise the desire of a prospective reader to buy that product.
Although they might seem insignificant, fonts have multiple significant effects on your brochure. Firstly, the right font adds to your brochure’s readability.
Secondly, what font you use either reinforces your branding or breaks it. For example, if you are trying to come off as casual and fun, using “Times New Roman” in your brochure is not a good idea.
Without giving the prospective reader the means to contact you all your efforts on the brochure will be wasted.
Add your website, email, phone number, address, and socials such as Facebook, Instagram, Whatsapp, etc. Seeing these means of contact right after reading the brochure, will increase the chances of engagement drastically.