From Brochure Basics To Success

By: Janice Jenkins
July 04, 2008
Brochure printing is widely regarded as one of the easiest and most inexpensive ways to advertise your products and services. In many cases, your brochure is going to be consumer’s first introduction to your company and the gateway to new sales. Though there’s no magic bullet for catching consumer’s attention with your brochure printing and making that all important first impression, heeding the following suggestions can greatly increase your chances of success.

Blockbuster Covers - You should think of your brochure cover, much as you would if you were designing the poster for a big summer blockbuster film. Movie posters never tell you everything about the plot up front. Instead, they use one simple image that gives viewers an idea of the genre the film fits into and shows off one or two of the actors in the hopes of drawing in viewers.

Likewise, your brochure cover should have a single image that promotes the product or the company brand image. If possible, try to use an image that is suggestive of the advantages of your products. If you are promoting a new motorized wheelchair, do not bludgeon the viewer over the head right off the bat with bullet lists of product features, save that for the interior pages. Instead, use an image of frail, but otherwise happy, elderly person using the wheelchair with ease. Cliché as it might be, a picture paints a thousand words, after all. Follow up that image with a strong, attention grabbing headline and you’ll compel your viewer to open up the brochure and read your sales pitch in earnest.

Interior Priorities - Once you’ve got the reader hooked with your cover, you have to follow through with the interior of your brochure. The main thing to keep in mind is the placement of your ad copy. You will need to decide what information is necessary to sell your product and arrange that information in descending order of importance.

This way, if your reader gets bored reading or is interrupted for some reason, they’ll have already read you strongest selling points. Most importantly, make sure you are avoiding trite slogans and clichés in your interior ad pitches. Instead, try to address customers’ needs and desires directly, answering the “why buy?” question foremost in the reader’s mind.

Just because brochures are cheap does not mean they should look cheap, though. Putting a little forethought and planning into your brochure design can make all the difference between a brochure that makes the sale and one that collects dust on the racks. If you are in doubt of your ability to produce an attractive looking brochure, make sure you seek out the services of a professional printing company. You work hard to maintain your company’s image, and your brochures should reflect that.


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