How to to make your brochure stand out, get read, and increase conversion!
What is the reason and purpose of this brochure? Are you creating a brochure to simply outline the products and services your business offers? Make sure your brochure has a theme and a flow to it. Think of our client first and prepare a theme that is important to them. Why is your product or service of value to them? What problems do you solve or what solutions will you provide to your client?
What kind of information and amount of text should I place in the brochure? You want to capture the reader’s interest and entice them to read more. This usually means less text is better than more text. If someone sees a lot of text their first response is that it will take too long to read, so why bother. Your brochure content will be scanned for value first, then when something catches the reader’s attention, then they will read more. Identify a problem they may be currently experiencing with an attention getting headline. Provide the means in how you will solve that problem. Show an example of how you solved the problem for another client and then prove it with a testimonial from a satisfied client. Your company credentials and experience, while important, should not be the main focus of your brochure. Don’t forget a call to action. After all, that is the main reason for promoting your business with a brochure.
What pictures should you use? Use pictures in your brochure to give the reader a visual of what you’re saying. It has been proven that a properly used image is more valuable than the equal amount of text describing the same topic. Make sure your pictures express the feeling that your brochure is conveying. Your pictures need to be properly sized and the right resolution to print with the best quality. Poor images will diminish the quality of your brochure and your business.
What kind of paper and printing should you use? The standard stock used for brochures is a thicker gloss paper with a coating. Many other paper selections are available including recycled stock. The kind of paper you use should be a reflection of your business and the brand you are creating. The best quality of print you can use for your brochure is offset printing. Digital printing is cost effective for smaller quantities. Look for ways to make your brochures stand out from the rest with a custom folding pattern or an unusual size or shape.
How will you distribute them? How many brochures will you need to print? Think of the people that will benefit the most from your brochure. Where can they be reached? What locations do your prospective clients frequent? Offer to display your brochures at those locations. You can mail your brochure to existing clients or to a prospect list. Trade shows are also a perfect way to get your brochures in the hands of prospective clients.
How much do you spend? Every business needs to print marketing material and it needs to be included in your marketing budget. Think about your distribution outlets to get an idea on the quantity you will need. Generally the more brochures you purchase the less cost per unit they are, so printing a few extra is always a good idea. Brochures are great as a leave behind after a sales meeting, seminar or event so always have them on hand. The price of a quality brochure can pay for itself with as little as one generated lead.
Need more answers about your specific printed piece? Contact Gage, your brochure specialist and we will guide you through the process of created a custom brochure and keep you within your budget. We are happy to share our knowledge and answer any questions you may have.