Whether it’s an informative or a sales brochure, a powerful brochure captures the attention of the reader and directs them to take action. From the cover to strong visuals and avoiding complacency about flyer printing, use this six step checklist to create the ultimate brochure.
1. Strong Selling Message on the Cover
It’s been estimated that anywhere from 70 to 80 per cent of people will not open a brochure if there’s no compelling reason to do so on the cover. Your brochure cover should include a message that does one or more of three things:
- Create sufficient emotional appeal;
- Present a question to incite interest; and/or
- Offers the possibility of a real benefit if they open the brochure.
Think of a customer who picks out a brochure from a long row or rack of similar items. What will make them notice your brochure and its message? Promise on the cover that they’ll benefit if they pick it up and read its contents.
2. List Key Benefits
Once you’ve hooked the reader with a question, an offer of benefit, or by creating emotional appeal on the cover, you should continue to sell your message and sustain interest by providing more benefits until the very last page. Trigger emotions and interest as much as possible. Framing your product or service in terms of its benefits and let the reader know how the item adds value for them.
3. Break Up Text
Make sure the text on your brochure is easy to read:
- Brochure information should be succinct and easy to read. This means text should be broken up into manageable blocks.
- Titles and headlines should be used wherever possible. This allows the reader to skim the brochure to find the information that they need and reduces the likelihood that they’ll find it too wordy.
4. Strong Visual Appeal
While good copywriting will help, strong visual features such as company logos, photos, and graphics can boost the visual impact of your brochure. A good layout and graphics send subconscious messages about your company or product to the reader. Some companies combine printing services with those for graphic design in Sydney, which can help simplify the whole brochure creation process.
5. Ending with a Call to Action
Brochures and sales materials should always close with some sort of call to action.
- Incentives to connect. Incentives to connect or calls to action are designed to launch the reader into action.
- Specials. Include special discounts if the customer orders within a set timeframe, a coupon code for purchasing, or some sort of free offer that encourages them to take action now.
- Set a deadline. Set a deadline to any offers to encourage customers to act as soon as possible.
- Be unambiguous. It’s ideal to be unambiguous in your call to action and make what you’re offering very clear.
6. Vital Information
In the rush to design a high impact brochure it can be easy to forget to include vital information on your brochure. Vital information can include anything from contact details to location directions and production information. This information can be spread throughout the brochure and included where necessary. Alternatively, you may choose to place vital information on the back after the incentives to connect and call to action.
- Contact and address details.
- Opening hours.
- Product guarantees.
- Website – make sure you include your website to allow customers to find out more information they require it.
- Essential product or service descriptions – this is more relevant for complicated or niche products that have detailed specifications.
Categorised in: Powerful Brochures
This post was written by ws-outsource