Three Things You Should Know About Brochure Design
Have you ever considered that a brochure can be one of the most powerful of all your selling materials?
It is a simple piece of paper but the initial impact that your leaflet makes is important. If it’s shabby and unappealing your prospect is left with the same opinion. This will slow your business growth.
Having a brochure professionally designed and published is a key to winning in a packed market. Taking the time to make sure that your booklet delivers all the key information in a way that is easily understood is something that only a professional can do.
If you are just starting out in business you may be tempted to do your leaflet yourself. When I first started in business I did everything myself – not a excellent choice. That is why it took me 12 years before I was even comparatively successful. Heed my warning – go professional from day one on your merchandising materials. They are an investment and not an expense. Professionally designed materials will deliver you customers and the cash flow to follow – the reason why you are in business.
A pamphlet has to use eye-catching design. It has to be succinct in terms of the content and last but not the least, it must be successful in tempting people to make that call of action.
Here are three key design principles to follow when creating a booklet. Use them and you will see your results flow.
1. The cover:
The cover is your sales representative. Pamphlets are quite passive creatures and you are not often able to ‘walk’ people through your booklet. So you need to energise people to read further. The cover is the starting point so must be tantalising and sharing the KEY values of WHY someone should read further. It should answer the WIFM question – What’s in it for me.
A good design company will show you at least three to four cover designs for your brochure. Examine these designs to see which energizes you the most. Ask your supporters their impression. Does the cover answer the question WIFM? If it doesn’t excite and answer the WIFM question, then skip to another design that works or get it redesigned. Taking the time here to get it right will pay premiums later.
2. The Content:
Once they are past the front over then the message has to become the sales rep. So once again, the pressure is on to be great. Do not opt for cheap uneffective content writers or ask the designer to write the content or worst still do it yourself. Instead make sure that a professional copywriter is doing the work. If your design company does not have a copywriter then hire one yourself.
Determine that all the big questions that a potential customer will have about your product are answered in a way that gets them to call you for more information. Do not go into ‘overkill mode’ and deluge them with too much information at this point in time. Remember the brochure’s job is to stimulate and get people to call you.
3. The call for action:
If your potential customer has read the pamphlet then you have done a great job. All you need to do now is give them a compelling reason to contact you NOW.
Having things like a free call 0800 or’00 number clearly shown (in big letters) can make a big difference. Having an email address is a clear bonus. Make sure these two are clearly placed in large clear type.
Even give your clients a special coupon on the leaflet or reference code can help. But above all, ensure that you add a clear call to action. One way to do this is to readdress the KEY value of your service to your prospect in a way that will get them to take action. Remember value is everything. Individuals only purchase something that is of value to THEM.
4. The bit that got missed:
I did this on purpose and only said there were three points. Well the last point is the one that can get missed. It is the ‘dummy’ one. Have you checked that you have these on your booklet:
Phone number | Fax number | Email address | Web address | Country of operation | City / area of operation | Company name | And have you proof read for typo and grammar errors?
Discover how creative catalog designs can accelerate your business growth using qualified graphic design. Don’t reprint this exact article. Instead, reprint a free unique content version of this same article.
categories: graphics,brochure design,marketing materials,business,advertising,marketing,brochure
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