Despite the fact that we live in an online era there is still a lot of traction in offline print marketing. People like to have something that is tangible. Something they can hold in their hand that shows them you are a real business and a trusted brand. Brochures used to be one of the main routes to market for product based companies, with readers ringing up or sending off a form to place an order. Nowadays most of this is done over the internet and companies use brochures simply to build brand awareness, showcase their products, build credibility and give customers a chance to digest information at their leisure. Here are 5 tips when it comes to creating your own brochure.
- Decide on your target audience. When planning your brochure you should write out a paragraph explaining exactly who your brochure is for. Keep this piece of paper with you throughout the brochure creation process as it will help you pitch your copy and choose a design for the right kind of people.
- Don’t forget a strong call to action. What do you want people to do when they have read your brochure? Send you an e-mail, make a phone call or visit a website? Decide on this and then include a relevant call to action within the brochure. This could be an order line phone number printed across the top of every page or a voucher code to be used online.
- Don’t get stuck in perfectionist syndrome when it comes to copy. If this is the first brochure that you have created then you may be stuck for things to say. In all likelihood you will not use the first draft that you write but you need to write the first draft in order to get to the second and third and so on. Don’t get trapped thinking that you have to write ground breaking copy first time around. Just go for it and re-draft as necessary.
- Don’t go all abstract with your images. Generally you want your images to be relevant as opposed to deep and meaningful. A reader won’t spend 10 minutes trying to unearth the deep meaning of each picture, they will take it on face value. Choose only images that add value and help to convey your messages.
- Quality means everything when it comes to images. Pixelated, grainy and washed out images simply will not do. Whilst the sales copy will engage the reader and push them towards your products and services, it is the images that will grab their attention in the first place. If necessary invest in a photo shoot or some nice stock photos for your brochure.
Vicky has a real interest in brochure design and marketing. She likes to write tips and tutorials for small businesses and sole traders in order to get them off to a flying start.