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.
Now that you’ve got the framework established, how do we get your readers to look deeper, keep or share the information, and take action?
Attraction to Action
Grab attention with a headline. Pictures, images and graphics catch the eye, but an intriguing headline will pull them in. Ask a question. Make a statement. Pinpoint a problem. Make them laugh. Make them think. Relating to your readers’ needs and emotions will entice them to pick up your brochure and read further.
Connect with your audience by letting them know you are human too. The know-like-trust mantra follows us everywhere we go and to relate to your target market, they need to know they share similarities with you. Be approachable. Be recognizable. Photos, social media and contact information enhance this feature.
Your brochure must inform your readers so jettison the jargon! Limit office jargon or techie language to the office. Instead of saying, ‘if the structure integrity of your conveyance has been compromised’, say, ‘if your car is dented…’ then offer your solutions. Your business is to solve problems, not to send readers scrambling for an interpreter. Speak the language your audience will understand.
How can you tempt your reader? We all like special offers and once again, the brochure is the perfect tool for delivering something distinctive. Sometimes that could be a perforated coupon, a special 2-for-1 discount ticket, a packet of seeds stapled to the brochure, or even a perfume sample enclosed within a fold. As mentioned in Part 1 of this series, imagination and a little playfulness can be one of the ways to excite your readers. What ideas can you come up with?
Now that someone has picked up your brochure, what action should they take? Give them ideas on what to do next. Should they join your e-newsletter? Should they call for a free evaluation? Do you want them to join your facebook page? Is there a seminar next week they should sign up for—and bring a friend? You’ve invited and enticed them, now this is their time to act. Give them something to do and provide all the information they need to take action. As always, include all forms of contact information!
Brochures are a fun and adaptable way to share so much about you, your business, your product or service. If you haven’t given brochure marketing a try, now’s the time to do so! Visit our brochure page for ideas or to get more information.
