Making
a brochure is a common marketing tool, and especially preferred when you want
to directly introduce your product to a potential client in a succinct and
clear manner. When done correctly, a brochure is a very practical method which has
the advantage of communicating key attributes of your product or service
effectively
Before designing a brochure
It
is critical to ascertain the motivation for creating the brochure. In fact the
first step before you do anything is to ask yourself what is the objective of
the brochure. As it is important to be as clear and to-the-point as possible,
it is thus equally important to first develop the brief of the brochure, by
asking 3 key questions:
1)
What is the goal of the brochure?
2)
Who is the target group?
3)
What are 3 main take-aways that readers would gather from this brochure?
Are you on the right track?
After
developing the brief, the next step is to assess whether the brochure is the
best way to do it. Based on research, a brochure is most effective for certain
functions
1) You have a defined market
You need to have your target market ready for
brochures for a couple of reasons. Firstly, brochure though not expensive, can
be a substantial cost if you intend to distribute to a large mass. If you have
no target market, probably a better alternative would be flyers/ emails which
you can blindly distribute at low cost. Secondly, the content would be created
in such a way to appeal to this target audience, and is also why brochures can
be so effective as a marketing tool.
2) There is a location/event
Brochures are apt if conferences, seminars and
trade shows are your everyday tools of trade. These places are also where your
target group congregates. For example, at a scholarship fair, you can bet that
most of the people attending will be students and parents.
There are a variety of ways to distribute your
brochures at conferences. Park your brochures at a clear stand near your booth,
or you can place your brochures at your allies’ booth. Anyone who reads your
brochures is a potential sales lead. Ensure that your brochures make it easy
for readers to get in touch with you, an essential design factor of the
brochure which I will cover in the next section.
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3) Your Customers need to think before buying your product or service
If
your product requires some sort of commitment or a considerable sum of money to
purchase, a brochure is a good tool to “remind” customers about your product
and its selling points. People who take your brochures are interested in your
product to begin with, and producing a brochure would allow such costomers to
capture the essentials parameters of your product for easy comparison with
competitor products.
A Well-Designed Brochure
If
you are firm that brochure is the best marketing method for your product, we
would now look at some tips to make a well-designed brochure.
·
As the saying goes, a picture paints a thousand words. As far as
possible, a rich image would catch the attention of the read more than what a
chunk of text can. Cut down on the amount of tax, and as far as possible, write
in point form instead of complete sentences. A graphical brochure would serve to enhance the reading experience.
·
Introduce headings.
If chunks of text cannot be avoided, make sure every chunk of text can be
summarized by a heading for easy digestion.
·
Depending on your target group, avoid technical terms that your customers might not understand. Anti-bacteria
definitely sounds more easy to understand than anti-Streptococcus- pneumoniae
·
How to contact you? This is the most important part of the
brochure but believe it or not, sometimes forgotten. Always provide your
contact in the form of a website, facebook page, phone number, address such
that customers can use their most preferred way to contact you. To entice
customers to contact you, include an attractive discount which is valid only
for a short period of time so that customers would contact you within the offer
window.
To
sum it up, before you start to make your brochure, know your objective and
audience. Always write and design the brochure in a succinct and graphical way
to capture attention. To increase chances of closing the sales lead, make it
easy and attractive for customers to contact you.
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