The corporate brochure is one of the most widely created and distributed marketing tools on the planet. But the company brochure is also one of the most misunderstood pieces of marketing collateral. Get it right, and your brochures bring in clients and business. Get it wrong, and you have hundreds of copies and an expensive pile of paper. Get the best out of brochure printing with our key tips.
Understand Your Purpose
It is helpful to consider one key idea before you get started on your brochure design and the small detail of text and layout. The idea is that a brochure is not about what you want to say, but about what you want your readers to do. You need a clear purpose for the brochure and a clear direction you want your audience to go. Do you want people to buy products from a new line? Do you want people to visit your store? Sign up to a service? Once you have your key purpose you can continue with the design of the brochure.
Understand Your Audience
Understand what motivates your target audience – the people you want to complete the action you decided on in the first step. Identify the problem your product or service solves. Position your brochure as the solution to that problem. It is best if one brochure focuses on one product, service or line. If you have multiple services or products, make them into a catalogue or have them in separate publications. The key is to focus and to maintain focus.
Motivate Your Audience
First of all you need to attract your audience’s attention with a great offer or something they cannot resist – the solution to the problem you thought about previously. What do they want? What would make a difference to their lives? Give it to them.
Tell Them What to Do
Once you have attracted their attention and motivated them with the prospect of a solution to their problems, you need to direct readers to the specific action that will allow them to access your offer. Provide the correct phone number, or direct people to the specific page on your website. Don’t forget to put this “call to action” in the brochure. If you do, all your planning and your designing will be in vain because people will not end up at your store, or on your website, or speaking to you on the phone.
A professionally designed and printed brochure is 10 times as effective as something you print out on your office computer. Take advantage of printing services that offer good deals for bulk orders; printing companies like www.eazy-print.com also offer design help and assistance. Your aim is to create a product that looks as professional and eye-catching as possible. Once you have created your text and put the brochure together to drive people to take action, don’t waste the effort by skimping on paper quality or finish.