Developing an Effective Brochure

Do I need a Printed Brochure in the Computer Age?

Although it’s true that we’re immersed in an age of modern, swiftly evolving technology, a print brochure will never be an obsolete marketing method. A brochure has the advantage of being at the customer’s fingertips, and can be read at the customer’s leisure. Since it is portable, it can be reviewed at home, in the car, at lunch, or while waiting for an appointment. Furthermore, a print brochure can easily be passed along to other potential customers.

Inspire Trust

A well-designed brochure is physical evidence that you or your business has the personnel, expertise and capital to produce or deliver whatever services or products you are selling. Anyone can create a web profile, so having something physical helps create a feeling of trust in the actual existence of your business, as well as in your expertise and professionalism. And if your competitors offer a brochure, then your customers will be expecting you to have one too. If your competitors are handing their brochure out in your area, it’s even more vital for you to offer one as well.

Making it Effective & Selecting the Right Format

The first thing you need to think about is what type of message will be most effective, in terms of producing optimum results for your investment. Basically there are two kinds of brochure formats: The call--to-action brochure and the informational brochure. A call-to-action brochure is targeted at a wide range of people, while an informational brochure is generally tailored to a specific target audience.

In the call-to-action brochure you’ll want to offer a brief history of your business. Broad in scope, the objective is to inspire and encourage the readers to either join your organization or bring you their business. Highlight your strengths and keep it simple; people have a tendency to scan rather than read every minute detail.

With an informational brochure, the objective is to inform and educate your target audience about a particular product or service. You may want to include a brief company history and some relevant updated data about your operations.

Guidelines for Maximizing Effectiveness

Both kinds of brochure are successful marketing methods if done correctly. In order to get the most bang for your buck and maximize results, keep in mind the following rules:

• In order to extend the shelf life of the brochure, keep all information general and avoid mentioning specific names or dates. This will enable you to use the same brochure for a longer period of time. If pricing is included and you may have to change costs as time goes by, try including that information on a separate printed insert. That way you will only have to print one page if pricing changes.
• Your copy should be simple, brief and visually appealing in order to grab attention. The use of bold fonts and color are useful and effective in drawing focus to your message. If you have a choice between printing a lot of text or an emotion-evoking color picture, it’s advisable to cut back the text and include the photo. People base their purchasing decisions on emotion; a well-positioned photo is more attention-grabbing and emotion-evoking than plain text.
• Optimism sells! Deliver your message in an upbeat, positive manner. Let your target demographic know how wise it is and how good they will feel for making the right decision to come to you. Optimism also implies confidence, and confidence inspires trust.
• Emphasize a benefit over a feature. Features are interesting, but you must let the consumers know what specifically the feature will do for them. Mention the feature, but always put the emphasis on the benefit. For example, you might state “an improved cutting blade that will cut your prep time in half”!
• Print enough so that all your bases are covered. You’ll need brochures on your sales counter, and remember to restock on a regular basis. You don’t want the brochure pile to look dusty and rarely touched. Distribute your brochure to offices and local businesses. Be certain that your contact information is clear and easy to see; it’s the most important element. Include your address, phone numbers, email address and website.
• Brochures make a professional and polished first impression, and have more information than a small business card.-so always carry copies with you. Consider stapling your business card to your brochure for a professional touch.
• Make sure that your brochure supports its purpose by seeing that the copy, visuals, and distribution plan are in line with your ultimate objective.