Brochures tell people about what you’re selling; whether it’s a product, a tourist destination, company services or even yourself. It has to have the company information, the details of what youre trying to sell and of course has to be eye-catching so that your customers pick it up.
Used with websites, business cards and other media, brochures are powerful marketing tools that can net you more customers. If you use them right your customers are likely to keep these leaflets and come back for your products, but if you do it wrong you’ll soon find them inside the closest garbage can near your establishment. Yikes!
To avoid such disasters read on for some guidelines on how to make good brochures.
1. First Page Presentation is Key
The first page has to attract the customer to read on and should have a good resolution image with the product being advertised. Do not use clipart or low resolution images as this turns off your customers and doesn’t look very professional. Lead your customers to read on with a few benefits of the product or catchy thought provoking statements with the company name on the first page. If its in your budget you may even alter its shape and folding to make it stand out more.
2. Know Your Customers Wants
A good practice before you write anything down is to empathize with your customer and think about what they want to know (e.g. how to open a savings account, product features, degree programs offered, special offers for the holiday season, etc.). Once identified create your brochure with the answers to those questions in mind or use them as the theme.
3. Make it Easy to Read
Avoid using many technical terms, formal tones and walls of text as these put off your customers. Use simple layman’s language as not all customers are experts on the product and set an informal tone when writing to connect with your customer as this shows that you value their patronage. If you have to put in some long text about the business make sure that it involves the customer in some way to keep them interested. In addition, if you have to enumerate the exact technical details of the product, immediately follow through with its benefits, of course, presented in a manner they understand.
4. Make your Brochures Short, Simple and Direct to the Point
You can only fit so much information on a leaflet so it’s best to keep your content short and simple. Do this by focusing on a specific product, feature or service for your brochures and don’t drag on about the company or business for too long. Use headings, bullets and numbered lists and keep paragraphs to a minimum. Remember that too much information only serves to confuse your customer.
5. Direct your Customers to a Desired Action
To end a leaflet you must direct the customer to respond in a specific way. A common mistake when writing content is to enumerate all the details without even writing the company contact information or describing how to avail of what is being advertised. Some ways to end a brochure is by directing your customer to call your office number, send an email, go to the company website or drop by the office for hands on demonstration of the product.