CREATING BROCHURES FOR YOUR DIRECT MARKETING PRODUCTS
Despite the popularity of digital marketing, print material remains a vital component of a well-balanced marketing plan. A well-designed brochure reflects a large budget and a well-established reputation. Not only that, but brochures may be used for a variety of marketing purposes. You may hand them out at trade exhibitions, display them in brochure racks, mail them to customers, and even post them on your company’s website. They are also quite lightweight. Rather than engaging with a salesman, many consumers would rather pick up a brochure and peruse it at their leisure.
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Since most brochures are only a few hundred words long, you don’t have much room to convey your point. It is critical to make each and every word count. Here are some pointers for creating a brochure that exudes professionalism and expertise while also motivating your readers to take action.
1. With an appealing data visualisation, you can make data easy to understand.
On a normal brochure, there isn’t a lot of room for material, so make the most of it. Use data visualisations to provide information in a clear and entertaining manner. Even a basic data visualisation may convey a lot about your company. Then employ pictographs to create a powerful statement. Furthermore, people are considerably more likely to read and recall powerful graphics than simply text or data.
2. Highlight calls to action using bold colours and icons.
Marketers are well aware of the need for a powerful call to action. Readers or followers would have no notion what action you want them to do if it weren’t for it. However, call to actions aren’t just for the web; they may also be seen in marketing brochures. Each call to action must be distinguished from the other textual material by the use of a symbol or a bright colour. This directs the viewer into the lead funnel.
3. Include photographs in a similar style.
Before using a visual or graphic, consider how it will fit with your brochure’s topic or message and whether that image will be incompatible with your message or if it will draw attention away from a crucial section.
4. Include a timeline to demonstrate your product’s history.
It is critical to make every panel count, especially if you are designing a marketing brochure. However, this does not imply that you should allow your design to get crowded. That’s why, to fit a lot of information into a tiny space, you can utilise a timeline infographic. Show how your founder got to where they are now, how you make a certain product, or simply how your firm was formed from the bottom up. From the inception until the present and everything in between can be included. Starting with a timeline template is usually a good idea.
5. Create a captivating headline.
The title on your brochure will influence whether a prospect takes it up and reads it or puts it aside. Avoid titles that don’t provide any information about the brochure’s contents. You can pique a reader’s interest without being ambiguous. You must pick a headline which will pique readers’ curiosity while simultaneously informing them of the benefits of reading the brochure. Use “power” terms like “free,” “rapid,” “easy,” “results,” “exclusive,” “proven,” and so on. They compensate for their lack of novelty by being effective.
6. Be brief and utilise simple terminology.
The focus of your brochure should be on a single product or service. Keep words, phrases, and paragraphs brief because a trifold brochure only contains 350–450 words. Leave room for white space and photos while editing and include just the most necessary information. Readers are intimidated by large walls of continuous text, so use subheads widely. Avoid putting more than a couple of paragraphs in a row without breaking up the monotony with something else, such as a subhead, bullet-point list, or graphic.
7. Use only 1–2 fonts in the copy.
The typefaces you pick should be simple to read and match your logo. When the subhead material is written in a serif font, the body copy is usually written in a sans-serif font, and vice versa. There are a number of excellent free tools available to assist you in choosing a complementing font combination. Choose font size, spacing, and colour with readability in mind so that your prospects don’t have to strain themselves to read the brochure.
8. Give your brochure’s readers a reason to retain it.
Include a useful reference in your brochure if possible to keep readers from tossing it away. To increase the perceived worth of the brochure, try printing it on high-quality glossy paper.
9. Try to sell, rather than describe.
Your consumers and prospects aren’t really enthusiastic about your business or items. They are mostly concerned with themselves and/or their enterprises. Your brochure should focus on the benefits they will receive if they purchase from you in order to capture their attention. Consider that for a moment. Make a list of the benefits your clients wish to receive when they buy your product or service before composing the content for your business brochure. Use the advantages list to assist you in writing customer-focused copy.
10. Give your brochure a professional appearance.
Even if your brochure is well-written, if it is badly designed, it will not receive much attention. Confusing page layouts, text that is too large or tiny, too many distinct fonts, or too many different colours of type on a page may all make a brochure — and your company — appear amateur. You can give your brochures and flyers a professional look by using free design templates if you are developing them yourself.