The Elements of Effective Brochure Design3042477
You can think that an actual physical brochure isn't necessary anymore in this digital era, but guess again. An expertly designed and printed brochure can be a vital lead-nurturing tool. When you meet someone face-to-face the first time, whether it be at an event, trade show or an initial sales meeting, you take the time to find out about each other's businesses. But what happens once you leave? A well-executed capabilities brochure reminds your prospect with the services you offer and, most significantly, what sets you apart from the competition.
Within an initial contact, a capability statment design may be more effective than any other marketing asset since it is immediate. Your prospect won't necessarily spend some time to visit your website after an initial meeting. Considering that the brochure is correct in front of them, it'll often intrigue them to learn more about your firm after which visit your website.
A professionally designed print brochure is particularly important for small enterprises. It builds credibility by conveying important messages about the value of your product or service. It helps to build your brand, and positions you being a legitimate business inside the minds of prospects and customers.
For connecting with readers, every brochure needs three essential design elements:
Attention-grabbing cover. Odds are your prospects have very short attention spans. In case your brochure cover doesn't immediately catch their eye and pique their interest, they will not open and read the rest of the brochure. To obtain the attention of the target audience, combine a visually appealing design by having an attention-grabbing headline that addresses a strong benefit for the customers. Compelling content. You care a little more about your business than your prospects do; they are not interested in reveal history of your small business. Instead, they wish to know how your merchandise can help them saving time, lower costs, acquire more sales, or run their business more efficiently. Focus your posts on the problems and challenges your clients face and the way you solve them much better than your competitors. Use graphs, charts or images to aid support your posts, and convey your message faster. Powerful proactive approach. The primary intent behind a brochure would be to move individuals to the next phase of the sales cycle. Would you like them to go to your web site? Pick up the phone and demand a free estimate? Contact you via email to receive a downloadable white paper? A great call to action tells the future prospect exactly what you would like them to do. Additionally, it stands out from your rest of the copy so that readers can't miss it. From the visual standpoint, a brochure has to appeal to your specific audience. As an example, if you serve a far more conservative market, edgy or trendy elements of design might look clever to you personally, but they don't reflect the mindset of the readers.
Simultaneously, consider the image you need to project as a business. Most B2B firms use a matte finish on their brochures since it looks more distinguished and professional. Retail companies often use glossy finishes, because they make product pictures and pictures stand out more.
Your layout and design of inside pages should deal with the content. Use benefit-driven headers and sub-headers to trap the reader's eye. Include plenty of white space to really make the brochure readable.
Make sure the brochure's visual elements - color, imagery, font, logo, etc. - align with and support your brand. Consistency of brand image is a key ingredient in earning your prospect's trust.
