While they might not be as important as before the digital age, brochures are still a valuable marketing communications tool. This article by Kaye Z. Marks will help those considering creating new brochures or updating current ones.
Most small businesses have business brochures, and that is a good thing. Brochures are still a very effective way to get your information into the hands of your target customers. But that is only true if you have the right information on your brochures. So before you send off the file for your next brochure printing, read the following tips:
1. Grab the reader’s attention
The most successful newspaper ads are the ones that have a catchy headline. The same is true for your business brochures: you have to have something displayed prominently on the front that will entice the reader to look more closely.
Your headline should, in a very concise way, tell the reader how you are going to solve a problem that they have. Remember, you are going to put your brochures into the hands of your target customers, so tell them why they should be your customers.
2. Get the basic info on there
Be careful not to forget the basic brochure stuff. Although the most prominent information should be the headline (how you can help your customers) you still need to tell them who you are. Make sure you include your name, address, email address, phone number, and some more attractive stuff like your logo and tagline.
3. Be clear and to the point
Decide what it is that will be most interesting to your target customers, and focus on that in your brochure printing. Do not try to tell them everything that you can do, but just what you do best. You have to be careful not to overwhelm your readers with information, or confuse them with too many benefits. Tell them how you can help them with a specific problem, and that’s it.
4. Make it easy to read
Ideally, every person who reads your brochure will be a target customer and will understand what you are talking about. Still, you do not want to get too fancy with industry lingo or big words. Keep all of the information clear and easy to read.
5. Give them a little push
Most customers, no matter how intrigued they are by your services, will not go out of their way to contact you. You have to give them a little incentive. Include a feeling of urgency in your brochure printing. And, most importantly, tell them exactly how to get in touch with you, and when.
6. Use a quality printer and paper
Do not try to cut costs by using cheap paper. And certainly do not try to print your brochures yourself. Invest in a good, reputable commercial printer that will print your brochures on firm cardstock. Believe me, it will pay off. Customers know quality when they see it, and they know cheap when they see it, too.
Kaye Z. Marks is an avid writer and follower of developments in the brochure printing and business brochures industry and its benefits to businesses.
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