Here we are looking at the 17 factors which you should consider when creating content and designing your brochure.
Not all expert advice will be relevant to you and your business but you should be albe to derive inspiration nethertheless.
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Content & Brochure Design
62. Create a “lumpy” package...
...when mailing out your promotional piece. You want something that looks and feels unique. Doing so creates a degree of mystery. It helps get the package opened and that’s half the battle in getting your information across to prospects. Enclose something small that has shape or weight to it – something with an obvious connection to your product or business. This could be anything from a penny to a pen. Get creative and generate more interest in your message.
63. Attach something to your brochure.
Make it different from every other brochure in the world. This little “attachment” could be anything related to your business, product, service, or special offer. I once attached a miniature tool kit/key chain to a brochure with a headline that referred to “having the right tool at the right time”. Response rates were favourable and I attribute this to the curiosity factor triggered by the enclosed attachment. Your objective should be to create a tie-in to your overall message to help drive it home. The attachment technique ensures that your brochure at least gets looked at.
64. When mailing, try making your envelope very “official looking”.
Use a quality paper envelope. Always ensure accuracy with your prospect’s name and address. Correct spelling and proper format are an absolute must if you want to be taken seriously.
65. There are two schools of thought when it comes to promotional messages on envelopes:
(1) Include a hard-hitting or intriguing “teaser” headline to get prospects inside…
(2) Avoid anything that hints at promotional advertising – including company name and logo. The two are complete contradictions, yet both have proven effective in various scenarios and circumstances. Your choice should be based on a thorough understanding of your niche market, as well as your own test marketing.
66. Seal your self-mailing brochures with a colourful sticker or decal that automatically attracts attention.
Be sure to use the type that doesn’t create a permanent bond. Use bright colours. Create unique shapes. Or try the official-looking gold or silver seals used on certificates and diplomas. Seals are inexpensive and eye-catching. They also tend to beckon the reader inside.
67. Design your cover to prominently feature a visual “grabber”.
You want to get the attention of your prospect and draw him or her inside to learn more about all the wonderful benefits your product offers. This point is particularly relevant to rack-displayed brochures. In fact, in this instance, it’s as important as the cover is to a book on the bookstore shelf. Your brochure cover should be carefully planned to address your target prospect specifically, in order to be noticed by the kind of people you can help the most.
68. Be unique.
Make your brochure stand out – apart from all others. Use colour, attractive paper, eye-catching designs, cutouts, stickers, cartoons, famous quotations, etc. Do something markedly different from every other company targeting the same group of people.
69. Show pictures of satisfied clients happily using, enjoying or profiting from your product.
This should signify the end result the prospect desires most. A quality shot goes a long way in arresting attention and conveying a strong, emotional, benefit-oriented message. Most people are visual in nature. When they see others much like themselves benefiting in some way from a product or service, their natural resistance diminishes – giving you a much better chance at making the sale.
70. Give people a compelling reason to request your brochure.
Give away something free of charge. “FREE” is one of the most powerful words a marketer could use. You’ll get the best results when offering something prospects want and can genuinely benefit from. Make it relate directly to your product or service and you’re even more likely to have a winning promotion. You’ll receive higher quality leads when prospects come to you, rather than you trying to find them through mass marketing methods.
71. Create a sense of urgency.
Make it more valuable to the recipient to respond immediately – rather than at some point in the future. Encourage quick action by making it well worth their while to hurry their response.
72. Take advantage of your guarantee to overcome any doubts and fears your prospects might have.
Many people are fearful when it comes to dealing with companies with companies that aren’t well known to them. The stronger your guarantee and the more it can reassure people that their fears are completely unfounded, the greater will be your response.
73. Set yourself apart by making comparison shopping difficult.
Simply offer more than anyone else does. Package your products or services differently. Combine things. Make your combination of products and services bigger and better than what others offer. Take something that may be common in your field and make it uncommon. Put together an all-inclusive package that’s loaded with value and simply cannot be compared to anything a competitor offers. Make your package unique and exclusive.
74. Avoid cheap reproductions.
Today’s laser and ink-jet printers do produce much better quality documents than they did even a few years earlier. But nothing can match the overall quality of a press run produced by a quality-conscious printing firm. If you want to establish a first-rate image, use a reputable print shop to output your brochure.
75. Break up your materials into separate components to help organise your material and make it easier for the recipient to grasp quickly.
Use multiple brochures, rather than cramming too much into a single promotional piece. Arrange your layout with easily-digestible bits of information that anyone can read and understand effortlessly.
76. Choose from three distinct categories of brochures: product, service, or corporate.
Product brochures deliver specific product details such as applications, technical specifications, how it works, and unique product benefits. Service brochures promote an intangible (your service) by stressing unique competitive advantages, major benefits specific expertise, client list and perhaps an introductory offer. Corporate brochures convey what a company does, the market it serves and something about the philosophy, founding principles or mission of the organisation.
77. Keep your content concise to increase readability.
Succinctly communicate the crucial information about your business, the market you serve, and why the prospect should do business with you. Give plenty of reasons for taking action NOW. Clearly communicate the key qualities that differentiate your company from the rest of the pack.
78. Focus your efforts on the image you want to portray.
Think about all the individual elements including paper stock, colours, type styles, graphics, format, size, and page layout. Each component has an effect on the overall impression you send. It’s essential that all the elements work together to create a consistent, coherent message.
79. Seek out brochure design, brand copywriting and printing expertise as needed.
You don’t have to do it all yourself. Spend your time doing what you do best and what creates revenues and profits for your organisation. Creating a brochure of your own takes time, effort and expertise. Do what you can on your own. Consult with area experts. Then hire the best talent you can find in the areas you need it most. Hiring a skilled branding and design agency can give you a superior result at much less cost in the long run and it spares you the anxiety of tackling the entire project at once.
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