The company brochure is an essential marketing tool for most businesses. You will find them in the reception, ready for potential clients to browse.
You can also use the brochure at conferences and trade shows. It provides all the relevant information and gives customers an impression of your company, products, services – and most importantly – your brand. You must have a brochure that sells your business.
Here we explore the best decisions to make in the production of your brochure. It could suck up a chunk of your marketing budget, so it is vital to get it right from the start.
Understand your customer
As with all marketing, it is vital to target people who would likely convert to a sale if they read your brochure. Think: why do they want your product, and why would they choose to buy it from you. Such questions seem obvious, but they are fundamental to the success of all promotional material.
Design your brochure carefully
A professional designer and copywriting service cost a decent amount of money. It may be tempting to produce the material yourself. If you do make this choice, then you are going to have to address some fundamentals:
- How are you going to grab the attention of the reader?
- How are you going to maintain your interest?
- How will you create desire?
- How will you seek to prompt action?
Your cover is the first opportunity to grab attention and create the necessary desire. You may go with what most companies do – using an image of your headquarters. This is appropriate if your complex is state of the art and impressive. However, if your office complex is run-of-the-mill, then you might want to select an alternative image. There may be an argument to employ a designer just for your cover. The choices the designer makes with the cover can then guide your decisions with the rest of the brochure design.
Sell not tell
This brochure is not an informational booklet. You may include contact details and information about your services – but, more importantly, you are letting them know how your business will benefit them. You will let them know clearly how you understand the pain point and how you can resolve this for them. You may not want an overt pitch, but you need to make sure you are letting them know why your company will benefit them.
Headlines and graphics speak loudest
You might spend hours on the carefully crafted copy, but the truth is that your reader is more than likely going to scan the headings and the pictures – and maybe only this. If you want the reader to read more, then, you are going to have to work hard to compel them. Your headlines will need to inspire curiosity. Avoid dry and obvious headlines and pictures and go for something with more power.
Emphasise the benefits
It is essential to emphasise the benefits of your company in all the design choices you make. You need to be disciplined in what you choose to include. There should be no excess baggage to fill up space. Everything you write needs to focus on what the people picking up your brochure will gain from using your company.
Small chunks – split with clear formatting
You should never have large sections of text with no break. You should look to have a subheading at least every 300 words, potentially less. If information can be bullet-pointed, then do. Allow the reader to scan and find all the essentials you need them to know. Consider the reader who reads everything written as the rarity rather than the norm.
Calls to action
Of most importance is the call to action. This is the text that tells the reader what they need to do. This call to action should be polite but direct. You should start the sentence with the imperative – the word that tells them what action to take. You may use “Contact us today” or “Call us today to find out more”. The most effective calls of action will give a sense of urgency. You may want to say something such as “Call today for the best deals that can’t last forever.”
Remember to offer lots of ways of contact
You have engaged the customer. You have told them how they can benefit from your services and products. You have made it clear that they should contact you right now before they miss out. Then, essentially, you give them lots of possible ways of making contact. You need to include your social media, your email, your phone number – literally all the ways your customer can get in touch with you to start a conversation.