Brochure Marketing: The Center(fold) of Attention - Part I
Electro Image LLC

When was the last time you picked up a brochure? They’re everywhere you go and the chances of having one in your car, in your office or on your coffee table are highly probable. Due to their popularity and convenience, they’re found everywhere: grocery stores, health centers, schools, campgrounds, and hundreds of other locations.

Brochures are a versatile marketing tool that can carry the weight of product or service descriptions, company bios, trade show programming or annual reports. Given the potential space available for your information or message, your readers will gain valuable information not offered through any other print product.

With all these possibilities, the next questions are, ‘where do I start?’ or ‘what makes a good brochure?’ Though the possibilities are endless, take a look below for some brochure basics.

The Building Blocks of a Brochure

Brochures are the only print material that offers up to a dozen fold options. Your fold choices will be dependent upon the purpose and message. A campground brochure may lean toward fewer fold options than a trade show brochure highlighting new products. How much information you wish to share will determine this feature.

Playfulness is another consideration for brochures. B2B and B2C both benefit from a little whimsy or humor and the brochure is the perfect tool to deliver that personality. Play with shapes, colors, designs and content to create that special brochure that will help your business stand out.

Be imaginative. Your brochure is an excellent stage for something a little daring or different. Commercial printers and their designers have the tools and the technology to try something new. See what special features, creativity or add-ons can be incorporated into your company brochure.

With all that potential space to work with, what do you want to say? As much as you’d love to tell our readers how much you love what you do, save that story for your mother. Your readers will want to know the specifics of who you are, what you can do for them, and why they should choose you. If you’re stuck on where to start, consider these basic questions:

  • What information does your target market need about your product or service?
  • What are the typical first 5 questions a prospect asks you?
  • What are the top 5 problems your business solves?

FAQs (frequently asked questions) are popular inclusions for brochure content. These can address the points above or highlight information about a new business, such as a new medical clinic. Your brochure answers questions and delivers information. Provide enough information to get them interested in learning more.

Brochure creation is a fun way to attract a prospect, lead or new customer. These steps are your starting point for putting together an effective marketing plan with this product. Watch for Part 2 of Brochure Marketing: The Center(fold) of Attention for extra considerations for your business brochure.

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