Effective Brochure Design

Does your company's current marketing collateral convey a professional image? Are the materials getting across a crystal clear message to prospective clients/customers? Do they illicit a call to action?

Your First Impression

Effective brochure design is one of the most important marketing pieces for your company. You would not meet a prospective client without a business card because your business card holds your most personal information that introduces you as a person. Take this one step further... a brochure introduces your entire company and leaves a lasting impression. It is important that your marketing collateral is effective in communicating your company’s message. What kind of introduction are your brochures making right now? Many times a brochure is the first thing a potential customer comes in contact with before ever calling your company, visiting your store or meeting with a sales representative. It is extremely important that your print material is making a lasting impression for your company.

Brochures can be printed using four color process with a professional printer. Depending on how many brochures a company needs some businesses may choose to print small quantities of brochures on a laser or ink jet printer. For quantities above 500 it is usually more cost-effective to select offset printing. Contact us about your brochure design project.

Draw Attention

The most important thing for a brochure to be effective is getting the attention of a prospective client. Color and creative graphics do this the best. Do not make the front of your prospectus wordy. In fact, keep it to one or two main headlines. The headline should be brief and effective such as, “Do you have too much month at the end of the money?” This headline is simple and will strike home with someone who has a hard time budgeting their finances. Remember, at this point you are just trying to get their attention.

Create Interest

While getting a prospects attention may be the most important thing, keeping their interest, is the most difficult. This is where most fail, thus losing the prospect. People tend to read marketing material in a “What’s in it for me?” mentality. In other words, you must quickly show that you understand the reader’s problem. Once the reader can say, “Hey, they are talking about me,” you have peaked their interest in your product or service. Then you will show them ways that your company can better their situation. Keep your text light and easy to read, too much text will clutter your cause.

Create Demand

An appetizer is a small taste of something to make you crave the main meal. Your brochure should be treated the same way. Give the prospect just enough information so they crave more. Leave some things unanswered so they have to call and find out more information. Touch lightly on the main topics - do no let the brochure tell everything. A mistake people often make is designing their marketing material to be a sales representative. A brochure is not a sales representative. A brochure should simply get people excited enough to want to inquire for more information. It should wet a prospect’s appetite, not fill them completely.