By Alan Graner
In the past all brochures were printed. Today many are downloaded off websites, which saves tremendous printing costs. Either way, certain principles remain.
- Know your brochure’s purpose. Is it to sell products/services, build your image, introduce new products, provide a how-to guide?
- Know your audience. Targeting marketers requires a different approach from targeting engineers.
- Use provocative headlines to grab readers’ attention and keep them reading.
- State your purpose up front. Make it plain what your brochure is about and why prospects should read it.
- Emphasize benefits over features. Remember, you may be selling drills but your customers are buying holes.
- If possible, “demonstrate” products through a series of photos.
- Make it easy to read. Use lots of white space, short paragraphs and bullet points.
- Design your brochure so it can be skimmed and still tell your story. Offer several entry points such as call-outs, captions, tables, infographics.
- Don’t overwhelm your readers with too much information. In the past this might be necessary because a brochure could be the only marketing piece they would see. Today you can direct them to your website for in-depth information.
- Provide reasons to choose you over the competition.
- Provide a call to action. Tell readers what to do next: call now, email, visit your website.
- Keep the design clean and uncluttered.
- Select images that are relevant to your readers.
- Choose a typeface and font size that are easy to read.
- Avoid reverse type (white type on black background) or hard-to-read typography such as yellow type on a brown background.
- If it’s part of a series, make sure each brochure contains common graphic elements to indicate they all come from the same company or product line, yet make them different enough so each stands out/
- If the brochure is online, be sure it’s easily readable if printed out on a black and white laser printer.
What tips would you include?
About the author
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.