Brochures have to be one of the most flexible advertising tools available to a business. A well-designed brochure is equally effective as a stand-alone piece of advertising, or when used as part of a wider campaign.
It is important that every brochure you design is carefully planned. Here are five things you should consider before you even begin writing the first word.
- How will the brochures be used? Knowing how your brochure will be used will determine how it is designed and the content included with in it. Think about whether your brochure will be left with potential customers after meetings, picked up by customers from an in store display, sent out directly or as a sales support tool during a pitch.
- What role does your brochure play? Is your entire advertising campaign focussed on the brochure, or is it part of a wider advertising campaign? If it is part of a wider campaign, consider the role it plays to maximise its impact. If you have already told the customer why they need to buy your product, don’t repeat yourself in a follow up brochure. Use the brochure to showcase its benefits and features.
- Who is your audience? Having established where your brochure fits into your campaign, it is important to establish who your target audience is. This allows you to tailor the language and sales pitch accordingly.
- How will your brochure be organised? Like a book, use your brochure to tell a story about the product or service that you are offering. This should be based upon your knowledge of your target audience, but there should be a logical flow throughout the brochure. For example – begin with a problem, then explain the solutions you have to that problem, and finish by telling the customer how they can put those solutions into place.
- What information do you want to include? It is important to be comprehensive and accurate in the information you provide. If your customer is already interested in your company or product they are likely to read every word. If on the other hand you do not provide enough information, or the information you do provide is dull, the only place your brochure will end up is in the bin.
We hope you find these tips useful when planning your own brochures. Our team are experienced in both printing and advertising, so do not hesitate to get in touch for help and advice. You can call us on 01603 488001 or email
websales@col-print.co.uk.
