Whatever the format (single sheet fold-over, multiple panels or multi-page), your brochure has a job to do – and that’s to sell an idea.
Solid design principles and creative flair aside, your brochure needs to say something. Here are a few tips that can help you to get your point across:
- Get emotional – It’s well-accepted that people buy based on emotion and justify their decision with logic. Appeal to the heart and connect with the reader’s pains or needs.
- Have the right perspective – Put yourself in your customer’s shoes. A winning brochure will speak to your customer’s point of view … not your own.
- Use simple language – Remove all technical or industry jargon. The simpler your statements, the easier it is to connect with your audience.
- Spotlight benefits – The quickest path to the trash can is a rundown of product or service features. Instead, stick with the benefits. Answer the basics: How will you help me save time? Money? Improve results?
- Include a call to action – “Visit a Web site.” “Call for more information.” “Order
now.” If you ask for nothing, you’ll be sure to get it. - Make it readable – Bullet points, boxes, arrows or other graphics break up long type and make your key points easy to find … and remember.
With the right focus, message and style, your brochures can say all the right things about your organization and inspire the actions you seek. If you have neither the time nor expertise yourself, consider outsourcing the work for professional and effective results.
