A brochure will represent your company to potential customers, and first impressions are powerful. By creating a glossy brochure with compelling imagery and persuasive content, you can boost sales and engage customers. That’s why brochures are such an excellent marketing tool; they serve advertising purposes and effectively convey the message. How can you make your brochures more effective?
1). Consider your target audience when designing a company brochure. The design and content should be tailored to appeal to your target market. What are they interested in? Why would they want to buy your product or service? What’s the most important problem your product or service can solve for them? Show them you understand their problems, build rapport and then sell.
2). Speak directly to the potential customer and avoid technical jargon or industry acronyms – simplicity is a good thing; it increases clarity and readability. Don’t make the reader guess what you are talking about. Spell things out and use plain language. Ask yourself, would a 6 year old understand this? Ditch the jargon!
3). Keep text short and sweet. People tend to scan read brochures so include bullet lists to break up the text and use subheadings to allow your readers to absorb the key points without reading every word. Too much copy becomes tedious to read. Keep it short, sweet and to the point without going on… and on… and on.
4). Proofreading brochures can be a very time-consuming thing to do but it is so important. The last thing you want to do is send artwork to print for thousands of brochures, only to realise that there has been an error made somewhere.
5). Use professional photography. Images are more likely to engage your reader than text alone. You only get one chance at making a first impression, and great imagery will help capture the reader’s imagination. Striking images and bold colours will help get your brochure get noticed!
6). Don’t forget to include a call-to-action, the section where you tell your reader what to do next. The goal is to capture your reader’s interest and drive them to your website or to call your company to find out more.
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