Creating Effective Marketing Brochures

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.