Developing an Effective
Brochure
FAQs | Glossary Of Terms | How-To Articles
Keeping Control
There was once a television anchor that kept
a typewriter on his desk at all times. The computer
age had taken most newsrooms by storm, including
his, but he was looking for security; a little
bit of control in case the computers crashed just
before he had to go on the air. We've all felt
that way before. If you've ever had the desire
to control the external communications of your
company, developing an effective brochure should
be the first thing you do.
Though the age of technology is booming around
us, a printed brochure will never go out of style.
The content should be focused on the direct message,
the look should grab the attention of the reader
and special consideration should be given to the
placement of the finished product. By choosing
the avenue to display or distribute your brochure
you can virtually guarantee your customers ease
in coming to you.
Brochures allow for the convenience of brief,
targeted messages directly in the hands of prospective
customers. They ensure the portability that means
your message can follow them to their work place,
until they have a spare minute between appointments
or after lunch. Brochures can be printed in a
variety of ways, allowing you to determine your
own cost basis. They can be as simple as black
and white copy on a tri-fold sheet or as complex
as text combined with full-color graphic images
and photographs on several pages of glossy paper.
A built-in benefit of the brochure format is that
it also allows customers to easily pass on your
information to others.
Crafting the Message
The beauty of a blank page is that you can fill
it with whatever you choose. There are generally
two types of brochures to consider when deciding
what will work best for you. A call-to-action
brochure is usually meant for the general public
or a wide range of people where an informative
brochure is usually targeted at a specific audience.
If a call-to-action brochure is what you need,
you will want to give a brief history of the organization
or business you're highlighting. This type of
brochure generally is broad in scope. Your goal
is to inspire a group to either join your organization
or bring their business needs to you. An informative
brochure is what you need if educating your audience
about a specific function or product is the goal.
Often a customer will ask for more specifics about
your company and, in this case, an informative
brochure including some history as well as current
operations will be welcomed.
Both formats are effective if done right. It's
important to keep the following rules in mind.
Keeping information general will extend the shelf
life of your finished product. Never include specific
dates or names if your goal is to use this for
a number of years. Consider printing a separate
insert with service or product pricing if it's
likely to change in the near future. This will
allow you to reprint one page instead of the entire
brochure each time something is changed. Keep
your copy brief and eye-catching. Bold-faced fonts
and headlines will catch the attention of your
reader and draw their attention to your message.
If given the choice between a great deal of
information and a color picture that evokes emotion,
reduce your text and include the picture. Emotion
is what we base our purchasing decisions on. A
well-placed photo is more likely to capture the
attention of your audience and evoke some emotion
than a paragraph of text.
The Glass is Half Full
Optimism sells! When you're writing your copy,
always look for a positive way to deliver the
message. Always assume a sale, new customer or
financial contribution. Focus on the benefits
to the audience; everyone likes to think they're
getting something out of the decisions they make.
Tell them what great service they can expect if
they come to you to service their car, or what
a great feeling they will get from helping someone
else in need. This is the time to sell yourself!
Always stress a benefit over a feature. Features
are great for information. "This is what
my product can do." Instead, try telling
your audience what that feature will mean to them.
"This feature will save you time when you
come to us for service." People always like
to know that they're getting the most for their
time and money.
Print enough brochures so that you can cover
all the bases. Place them on your countertop and
make sure to restock regularly. Ask if you can
distribute them at the offices of organizations
or companies in related fields to help spread
the word. Remember the brochure will do your speaking
for you. Always include your address, phone number,
Web site and e-mail address so readers can easily
seek out more information.
Always carry copies of your brochure with you.
They make a very professional first impression
for your group or business and provide much more
information than a business card. Better yet,
attach a business card to your brochure so you
can be prepared to promote your organization wherever
you go.
The purpose of a brochure is to gain something
directly from the use of the brochure (i.e., recruit
volunteers, gain financial support, educate prospective
customers, etc.). Be sure that all elements of
your brochure support its purpose. The copy, visual
elements, and distribution plan should all be
in line with your final objective.
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