Brochures are used mostly by small business owners that want to market their product and expand their market. You might be asking yourself what you could do to make your brochures more effective and get them to work for you. Even though costs are very important to businesses it should not be the only thing that concerns you. Each piece of literature you send out leaves an impression on your readers. A wrong impression could mean risking losing business and also alienating your customers. Perhaps you are wondering what you can do to get a better response from your customers? Below are a few expert design and copy-writing tips that will help improve the sales literature that you provide to your customers.
Get a deeper understanding about your customers
Your customer is the backbone of your business. Take your time to understand their needs and how you can provide better services and products to them. Find out what is most important to them and what problems can be solved for them by using your products and services. If you don’t know the answers to these questions ask your sales people and your customers. Use the answers they give to decide how to write and design an effective brochure.
Do not tell, sell
Initially prospective customers are not overly interested in reading too many details about your products as they are in meeting the needs and goals of their business. To get their full attention, you need to focus mainly on the benefits they will reap from purchasing your product. This way, you turn their interest in the product into action.
Use graphics and headlines that your audience cares about
One common mistake most people make is using a picture of their building at the front of the brochure. On average, a reader takes not more than 5 seconds to glance at the cover of your brochure and decide if they will read it. Boring headlines and graphics means fewer recipients will even bother opening it up and reading it.
Keep the inside of the brochure interesting
While it is important to pay close attention to the outside of your tri-fold brochure, in doing so do not forget about the inside! Once you have managed to grab the readers’ attention and have them open it, use headlines that are benefit oriented.
Readers tend to scan through the copy, so it is advisable to use interesting and captivating headlines to catch their attention. Businesses and customers press for time since they have many ads to read through. So feature rich bullet points that keep them focused on what you have to offer and lead them to take the action you want them to take.
Make it easier for readers to respond
Ensure that your business name, website URL, and phone number can easily be found on the brochure. Having a QR code that takes people to your product page or to a page where they can sign up for a newsletter is an option that you can consider.
On top of that, keep the information current with up to date information. Your brochure should match your brand by staying consistent with the marketing materials you use.
While there are many considerations when putting together a highly effective brochure, if you follow the above guidelines you will be well on your way to having your brochure work for you!