Are your brochures doing the best they can for your business?

Marketing

30 November 2011

Brochures are a well known and are often used as part of marketing. They are a great way of getting your name and information into the hands of your potential customers. They let you use words and images together to reach your customers anywhere, at anytime.

But are your brochures out there doing the best they can for your business?

Brochures can be used to provide information or to persuade readers to take a certain action. Because of their size they are used to deliver the important points only, not the whole story. This makes them a great addition to an advertising plan because they can take a different tact to reinforce the point your other advertising is making.

Tips for creating a better brochure

Only give your brochure one job
Your brochure needs to have one clearly defined job. This allows every piece of information included in the brochure to work towards this job. For example, if your brochure’s job is to make people aware of your business, you can list all of your services or products. However, if its job is to sell existing customers on a new product, the brochure should only contain all of the details, features and benefits of the new product.

Trying to give a brochure more than one job dilutes its effectiveness and could possibly confuse the reader.

Think about who is going to be reading it
By keeping your reader in mind, you will be able to use the words and images that are the best to reach them. It will also give you an idea of the best way to get your brochure to them.

Plan, plan, plan
To create a good brochure you need to plan first. Plan the job of your brochure and how it will achieve it. Plan all of the information you want included in the brochure. Then plan how the brochure will be folded and how the information will flow across these folds. Plan how people will receive your brochure and what you can do to make it stand out from the surrounding documents.

Make your brochure stand out
To make your brochure jump off the rack at potential clients, think about your business or the job of this brochure and what makes it different. Then think about how you can use this difference in your brochure. Some ideas are

  1. changing the shape of your brochure from the standard rectangle,
  2. include vouchers in your brochure,
  3. include relevant tips in your brochure, so that the customer hangs onto your brochure or passes it onto a friend.

Get it printed and out there
Once you have your draft brochure you can create and print it yourself or take it to a designer to have it professionally designed and printed. What you do here will depend on your skills and your budget, but keep in mind that this may be the first time potential customers are hearing of your business and you want to leave them with a good impression.

If you are looking for more help to create a better brochure there are some great web pages, as well as books out there. However, the easiest and most cost effective way may be for you to hire a company, like Italic Creative, who can help you with all of your advertising needs.