Influence potential and existing customers no matter where you are with a company brochure. An effective brochure can clearly and succinctly outline what your company is about and what it has to offer. So, while you can only physically be in one place at a time, your brochure can be in many places.
Brochures can leave a lasting impression. They can also be a customer’s first experience with a company. Customers open a brochure looking for ways to identify with the brand, to see what they do and how they do it, and to gauge the character of the business. If you want to hook those new customers, then you need the right brochure.
Creating the Best Brochure
Handed out at networking events or initial client meetings, brochures are the perfect way to introduce your company or organization. People prefer reading printed materials, and studies have shown that reading a physical item, like a brochure, helps people remember more.
There are multiples types of printed materials, and each one has a different approach for its intended use. A flyer is usually short and used to promote a specific occurrence of an event, product launch, or special offer. A leaflet is more of an initial attention grabber to promote your business that is typically left on doorsteps. But a brochure is an opportunity to provide a more in-depth view of your organization.
That longer shelf-life means a bigger investment for your company, and a greater incentive to create the right brochure. Include these 4 things to ensure you design a brochure that outlines what you have to offer your target audience and serves as a useful marketing and sales tool.
A Good Headline
Think of the front page of your brochure like the cover of a good book. You want to grab people’s attention and make them feel compelled to read on. A striking front cover includes great imagery and a good headline.
The headline should always include the interests and perceived problems of your targeted audience followed by the solutions you can provide. You want to draw the reader in without being too dramatic or making false promises, which will only backfire later. Imagine yourself as your own customer, think about what would appeal to you, or test it on friends and colleagues. If you can answer the potential customer’s question of ‘how will this benefit me?’ then you’ve got their attention. Don’t lead with your company’s basic information; you can include that on the inside of the brochure. The cover needs to capture your audience’s attention and prompt them to read the rest of the brochure.
Make sure that your brochure aligns with your company image. It’s essential that all of your marketing communications share the same image. That doesn’t just mean your logo; it means your color theme, your core principles, and your style. Color, in particular, plays a massive part in its association with your brand. Our subconscious mind associates different colors with different feelings and assumptions, make sure that your color theme aligns with your brand.
Straight Forward Messaging
The principal purpose of a brochure is to tell people about your business. While that might sound obvious, it can be surprisingly easy to get sidetracked with your messaging. If your brochure is intended to re-introduce your business to customers, then your message might be around a change to the business offerings. Avoid the temptation to list too much information in your brochure.
Too many messages will confuse your audience and dilute your main point. Whatever the reason for your brochure, make sure to select a single focus and then stick with it. Your audience will come away with an accurate understanding of what you can offer them and how you’ll do it.
Part of this will be your unique selling point, how it is that you differentiate yourself from your competition. Perhaps you sell a different product or offer a special service; either way, it is important to answer the question of why customers should buy from you rather than from your competition without highlighting the faults of your competition.
Decide on your target audience and make a point of directly targeting them. You can’t serve everyone with one brochure, and it’s okay to not worry about the people you might exclude. Your printed promotions will be much more effective if you focus on your desired target market and think about how you want to engage with them.
Remember the Basics
Your brochure needs to include standard information like your company name and at least two types of contact information. You can include what your company does, where you do it, a little about how you do it, and most importantly why it will help the reader. You don’t need to tell readers about state of the art equipment unless they know what it is. It’s much more important to explain how it benefits them. All text should be in brief, easy-to-read blocks to provide clarity for the reader.
There’s no need to try and impress your audience by using hard-to-understand words. Your goal is to provide readers with information regarding your business. Plain speak is the best course of action. As you move through the brochure, you can build up the information, providing more depth further on. A little background information on your business can be a great way to build trust, just don’t go overboard, and make sure to keep it upbeat.
Call to Action
A good Call to Action (CTA) acts as a message to entice readers to do something once they have finished reading your brochure. Even if your brochure isn’t selling a specific product or service, it is selling your business as a whole.
Place your contact details toward the end of the brochure so customers can take action immediately. Include some subtle urgency in your CTA, prompting readers to act sooner rather than later.
No matter the size of your business, you can benefit from a professionally printed brochure. Safeguard by Innovative has the experience to handle all aspects of your brochure project, from creation through delivery. Our team member can assist you in creating a brochure that accurately represents your business, impresses potential customers, and calls them to action. Contact us today to see how we can help you attract and influence your customers.