In the corporate world, attention has become a currency. To make your business sell, you have to grab the interest of your prospects for you to be able to send your business message and influence their purchasing decisions. While the visual appeal of your promotional prints (lay-our, graphics, images) are very important, the content is the factor that will convince them to try what you offer or believe what you are saying. An effective brochure clearly and concisely outlines information about the company including its products/services. Poorly created brochures only confuses, frustrates, and loses the interest of potential customers, therefor making it a waste of investment.
You surely would not want your promotional endeavors be wasted. So what are the essential goals that will be the baseline of how you will create your company brochure?
- Position the company on top of the competition.
- Create a strong visual and brand identity.
- Influence consumers to buy or believe a particular cause.
How to achieve the goals mentioned above?
1. Create a good headline - The headline written in front of the brochure should always provide the reason why consumers have to read on the entire brochure. Put yourself in your customer’s shoes, what are their interests? How about the perceived problems that can be answered with the product or service that you offer? Many business fail to engage readership to their consumers because they mistakenly lead them to their company’s basic information without setting the agenda first.
2. Include the basics - Always include the basics in creating a brochure. The standard information such as:
- company name
- contact information
- graphic images/photos of the product/services or key personnel
3. Be direct and clear - Be direct to the point. Avoid overwhelming your readers with too much information that they can barely remember. You can focus on a single topic that interests your prospects since it can generate easier mental retention and can facilitate better understanding of what your business offer. Also, do not use industry jargons that will make your readers find a dictionary first to understand what you are trying to say. Speak plainly, better yet, conversationally.
4. Remember the "call to action" - Do not assume that your readers will contact you or visit your store after reading your compelling brochure. An effective brochure should include a "call to action" or a statement that will entice readers to try your product or services. You can offer a free product sample, or a discount. Many customers are delighted with these little incentives that works as extra motivation.
5. Make a statement - Here enters the visual power of your promotional brochure. The over-all quality of your brochure mirrors your business, so as much as possible to have to use quality materials to make a positive perception among the people who will read it. Handing out a thin, flimsy, and poorly printed brochures can create a thought that you are making less effort in developing your promotional materials.
The author of this post, Mr Matt K. is a graphic designer and a business marketer. He has a great passion for writing, photography and arts. He is currently working in a printing company in NYC focusing on graphic design.