A well-designed brochure is one of your most effective marketing tools. Its appeal to customers is why sensory marketing is a trend more marketing professionals are giving attention to: brochures engage the senses, sparking interest and curiosity.
Harvard Business Review recently compiled several studies, illustrating the effectiveness of tactile sensation on purchasing behaviors. Those studies found that stimulating the sense of touch often resulted in increased revenue and sales. It’s why retail shops allow customers to test products.
Holding a high-quality brochure instills trust and makes a lasting impression about the quality of the product or service being offered. How can you ensure your brochure is having such a dramatic impact? Here are six tips to start engaging your customers through your brochure printed for your St. Louis business
Keep your content focused on the customer
Your potential customers really don’t want to read about your business, or even your products. It may sound crazy, but what customers are really interested in reading about is how you can solve their problems.
Focus your content on the benefits your product or service provides. What problem are you solving? For example, customers don’t hire cleaning services because their house is dirty. They hire a professional cleaner because they are busy and don’t have time to clean. A good brochure will target its message to busy professionals looking for help to keep up with household chores.
Use simple, short phrases or lists so that customers can easily determine your main message.
Think strategically about your headlines
You only have about five seconds to grab a reader’s attention. Be sure that your headlines do just that. Again, think about the problem you are solving. What does your audience care about?
Here’s another example. Let’s say you own a company that builds accounting software for medical offices. Instead of headlines like “About Our Software” or “Benefits Of ABC Technology,” use headlines that appeal to the problems your customers are trying to solve. “Meet New Medicare Compliance Issues Easily” is a headline that will grab the attention of medical office managers that are struggling to meet new Affordable Care Act regulations. A simpler example would be a consignment shop. Instead of “Check Out Our Clothing,” use phrasing like “Keep Up with the Latest Trends for Less.” Appeal to the problem. In this case, your customers want in-style clothing for less.
Give them incentive to act
You want your brochure to move readers to action. If not, they will set it aside and forget about you. Offer special discounts or a free gift when customers bring in your brochure or tear-off coupon. Include a QR code that links customers to a coupon online. Encourage them to “like” you on social media to receive special promotions.
Don’t forget that a brochure can also double as a direct mail piece. Use this feature to reach customers during specific seasons when your products or services might be more likely to peak their interest. According to the CMO Council, direct mail is still the preferred channel for receiving marketing information from local shops for 51 percent of consumers.
If your St. Louis business is primarily trying to reach potential customers in your own city, sending your brochure via direct mail is an effective way to build awareness, establish your brand and get customers through your doors.
Give attention to the paper
Selecting the right paper stock is a critical step in creating a brochure that stands out. As we discussed in the opening, appealing to the senses is one of the biggest reasons for getting your materials into the hands of potential customers.
Don’t lose the opportunity to make a good impression by going with the wrong paper. However, this doesn’t mean you must go with the most expensive option. Paper options are just as unique as your business. Consider your audience when selecting the best paper for the job.
For example, a non-profit organization creating a brochure to appeal to potential donors may not want to use a luxury, high-quality stock. This may send the message that they must already have enough money. Another example might be a company that wants to show its commitment to environmental issues. They may choose a recycled, low gloss paper that has a sustainable feel. Let your graphic designer help you choose the best paper option for the job.
Select professional images
Small businesses don’t always have the budget for a professional photo shoot. Luckily, there is a lot of high-quality stock imagery available. Never cut corners by using low-resolution photography. Clear, crisp images speak volumes as to the quality of your brochure. Never use a picture of your building, unless it’s really impressive or it speaks about what you do, such as an architectural firm that designed its own building.
Be consistent with your other materials
Your brochure is just a piece of your brand puzzle. Be consistent when it comes to fonts, colors, images and the overall look and feel of your materials. Customers should know exactly who you are whether they are looking at your brochure, banner, letterhead or a simple business card.
Brochures are a versatile and affordable way to reach businesses in the St. Louis area. Create brochures as direct mail pieces, sales guides, inquiry response tools or point-of-sale materials. Use your creativity to appeal to your customers’ senses. Leave a lasting impression with a unique design. Have a brand that is recognized throughout the community.