IS YOUR MARKETING BROCHURE PULLING ITS WEIGHT?
Your marketing brochure shouldn't be considered as something you should have because everyone else does. Rather, think of it as a valuable marketing tool you simply can't do business without.
Marketing brochures are still as effective as they once were, potentially more so now that they aren't as widely used as they were in the days prior to digital media.
If you want to get the most out of every brochure, follow these eight steps to ensure you're creating the most effective marketing brochure possible.
Make Your Purpose Obvious
Every marketing brochure needs a reason for existing. Whether it's announcing a new product, highlighting product features, or talking about a specific service, let it be known up front.
Give you brochure a bold title that will make your prospect want to open it. Also, focus your message on one central idea to avoid information overload and confusion for your reader. Giving them too much to think about can result in them remembering nothing.
Stick With One Color Scheme
Too many colors make your brochure look unprofessional. They can also distract from your core message. Stick to a well-designed color scheme to give your brochure a clean, organized look and feel.
Color scheme variations can dilute your brand and decrease effectiveness. It will take the consumer longer to reach the point of instant recognition.
Limit Your Fonts
The reason for sticking with two or three fonts is the same as limiting your color scheme. Too many fonts give an unprofessional image and can muddle your message. It's hard to choose just one or two fonts, but you must exercise font restraint if you want the best possible outcome. Your best bet is to choose what you're already using in your logo, then find another font that complements it.
Consider using one font for headers and another for your main text. You might use a third font to highlight other areas, but three should be your maximum.
Consider Your Audience
Who will be reading your brochure? Customers? Prospects? Trade show attendees? Donors?
Whoever you're targeting, your brochure should reflect their interests. For example, charities don't want to invest in luxe details that make donors think they spent a lot on marketing materials. Luxury car dealerships shouldn't settle for basic brochure paper if they want to sell to an upscale clientele.
Think about the message you want your marketing brochure to convey and how you want your audience to respond. Knowing these things can help direct you in other decisions, such as choosing brochure sizes, materials, colors, and other elements that will tie your message together.
Keep Your Copy Simple, Yet Powerful
No one should need a dictionary to decipher your brochure's message, no matter how much you think you need to show off your vocabulary skills. Instead, stick to simple language and short sentences that anyone with a high school education can understand.
Opt for small text blocks, white spacing, and large fonts to boost readability.
If your audience is having trouble reading small print or easily loses their place in long paragraphs, they probably won't bother.
Hiring a professional copywriter can make the difference between a brochure that looks nice and one that sells. Writers trained in marketing know the words to use to spur your prospects into action. They can ensure your message is crafted to put the reader first, provide answers, and let them know what's in it for them.
Provide them with a template and let them fill in the rest.
Choose the Right Images
These days, you have plenty of choices when it comes to choosing brochure images.
One of the hottest trends in marketing images right now is using authentic photos instead of stock photos. The Content Marketing Institute harps on replacing all stock images with more realistic-looking ones, declaring they help to humanize your brand. You don't have to hire a professional photographer, either. Smartphone cameras have come a long way in the past decade and are capable of taking high-quality photos. As a result, you get unique, original images that haven't already been plastered on other websites or marketing materials.
If you don't have the time to invest in your own photography, you can find an abundance of free, no-copyright images online. Sites like Pexels, Pixabay, and Unsplash offer hundreds of beautiful photos at no cost, and you won't need to attribute these images to use them.
Other websites offer pay per download photos. These photos are usually less commonly used than those found on free sites.
Whatever images you choose, make sure they are high-quality so they don't look blurry or pixelated when printed.
Include a Call to Action
After your prospect picks up your marketing brochure, what do you want them to do next? Call you for an appointment? Visit your website? Place an order?
Don't leave it up to them to connect the dots. Including a call-to-action can direct your prospects to the next step. Also, make sure you include your website, phone number, social media channels, and other contact information somewhere on the brochure.
Give Readers a Reason to Keep Your Brochure
Once your audience gets the information they need from your brochure, they need a reason to hang onto it. Your marketing brochure can continue to work for you long after your reader puts it down if you give it a long enough shelf live.
For starters, opt for an evergreen design that won't look too dated a couple years from now. Choose high-grade paper that can endure being shuffled around. Include valuable content your reader will want to keep on hand, such as a checklist, list of statistics or insights, reusable online coupon code, or instructions.
The more value you can build into your content, the more likely your prospect is to keep your brochure after a single read-through.
Ready to find out more?
Great marketing brochures don't happen by themselves.
With careful planning and a strategy, your next marketing brochure might just become the most effective seller in your company.