As a Chicago marketing company, we provide clients with a variety of print marketing materials. Anything print that a client is interested in doing, we can do. Whether it’s a catalog, business cards, flyers, mailers, or brochures, we design it all. For Marketing Monday this week we wanted to talk about creating effective marketing brochures. If you’re looking to create a brochure, here are a few things to keep in mind to make your marketing brochure effective:
Before Your Brochure
is Created
Before your brochure is created you must know what your
reader wants and is really looking for.
You must write your brochure from your reader’s point of view. This means that the way information is laid
out must be in the right order. Before
your brochure is in the creation stage, figure out what your reader is looking
for from your brochure. Your brochure
should answer a reader’s questions in the order that they will be asking
questions and should have a logical sequence.
You may want to consider writing those questions down first, answering
them and figuring out which questions should be answered first in your brochure.
Make Your Reader Want
to Read the Contents Inside
Inevitably the first page of the brochure that your reader
will see is the cover. We all know the
old saying “Don’t judge a book by its cover,” but when it comes to print marketing materials (especially a brochure) readers will absolutely judge your
brochure by its cover. If you get the
cover wrong, no one will bother looking inside.
Your marketing brochure must entice readers to want to look inside and
see what you and your company have to offer.
Think of your company’s benefits or some thought-provoking statements to
help motivate your readers to open up your brochure.
Product or Service’s
Description is Key
The way you describe your company’s products and services is
essential to your brochure going over well in the eyes of your readers.
Your marketing brochure needs to do a great job communicating what a
reader or potential customer can expect when they use your products or choose
your services. Before creating your
brochure, you may want to draw up a list of all of your products or services and
write out what the benefits are of each. List out all of the reasons a potential
customer may want to use your products or services to help you address the essential reasons why
someone would want to use your products or services. The descriptions are essential to helping you sell your company's products and services.
Make Your Reader Want
to Keep it
When it comes to a print marketing piece, one of your goals
should be to make your readers want to keep your piece. The longer someone holds on to your print marketing piece the more likely they are to purchase your products or services
and the more likely it is for other potential customers to see your
brochure. To make a reader want to keep
your brochure consider adding some helpful tips or facts that may encourage
readers to keep it or even pass it on to other people. Say you’re selling skin care products, you
may want to give readers some helpful tips on combating wrinkles, oily/dry
skin, or blemishes. Providing tips gives
readers the incentive to keep your brochure so that they can refer back to the
information later on.
Address Your Reader’s
Needs
Don’t think about yourself too much, think about your
readers when it comes to creating a marketing brochure. Instead of telling your readers all about
your company or yourself, your brochure needs to show readers that you are
interested in them. Your brochure needs
to tell readers that you understand their issue or problem and that your
company’s products or services can help them solve those problems.
Personalize it
Get personal with your marketing brochure. The words or content of your brochure need to address or speak to a singular person so that the reader instantly feels connected to your company and your brochure.
Writing in a direct way and making your reader feel like you are
speaking to them and them only will increase better responses, guaranteed.
Play with Shapes
Your marketing brochure can look like and be whatever you
want it to be. If you’re selling purses,
you can play with your brochure's shape and shape it like a
purse. Use your imagination when coming
up with your brochure’s design to help you get better results from your
brochure.
Call to Action
Your brochure needs to ask readers for
action. If you want your readers to
respond to you, make sure to include a number or some type of vehicle to
receive responses from them. If you
really want to boost your brochure’s selling power, include some type of offer
or response mechanism on every page of your brochure. It will help increase your odds of being contacted
by your readers.
If you’ve had trouble in the past, or are currently having
trouble, creating an effective marketing brochure, contact us. With 25 years of experience in marketing, our
team has what it takes to make effective print marketing pieces. Looking for more tips on creating an
effective marketing brochure? Feel free to comment below or contact us.
