7 Tips for Effective Promotional Brochures

7 Tips for Effective Promotional BrochuresPeople are attracted by visuals, and they like having something they can hold in their hands. Brochures are a perfect marriage of both features, making them a great vehicle to promote your business and strengthen your brand.

Reworking brochures is expensive and time-consuming, so get it right the first time.

Here are 7 time-tested tips for creating effective promotional brochures.

Know your audience

Your brochure can’t, and shouldn’t, be all things to all people. If you try to appeal to everyone, the result is a generic and boring piece of advertising.

Target your audience in two different ways:

  • Put yourself in their shoes. What problem does your product or service solve for customers? Design a brochure that answers their questions in a way they want to receive information.
  • Consider your demographic. You may be targeting a young, tech-savvy audience that is drawn to bold visual elements, or professionals who prefer a more low-key, upscale look.

Don’t bury the lead

By now you know all about our diminishing attention spans and how you have a matter of mere seconds to hook readers. Saving the best for last applies to food, not marketing. Craft a vibrant headline that makes readers want to learn more, then follow it up with a logical flow of information designed to prompt a buying decision.

Organize information

If all your content blurs together, readers are likely to pass up information you want them to know. Bullet points and text boxes organize information in easily digestible chunks that are easier to process. Our brains take only one-tenth of a second to interpret visual scenes, making infographics an excellent vehicle to communicate a lot of information in a short amount of time.

Include non-sales-related material

Turn your brochure into a resource your customers will want to keep around by including valuable news, tips and suggestions related to your product or service. For instance, if you sell cookware, feature some quick and easy recipes or tips from celebrity chefs.

Integrate brochures with social media

Brochures should always include your website’s URL along with Facebook, Twitter, LinkedIn and any other social media pages you may have. People almost always have a smart phone or tablet handy, so they can visit your sites right away before they have a chance to forget. (P.S. If your website isn’t already mobile-friendly, do it now.)

Use special effects judiciously

Many trade printers have sophisticated, state-of-the-art equipment that can produce just about any effect you dream up. If you decide to incorporate special effects, make sure they enhance your brand and message or they’ll just come off as gimmicky.

Proofread. Proofread again. Then proofread once more.

A brochure is an extension of your company and brand. You always look your best when meeting with customers, and you should hold your brochures to the same standards. Mistakes in text or graphics project a sloppy and careless image.

Think of a brochure as a part of your company you leave behind. Make sure you’re proud of what it says to your customers when you’re not around.


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