The Elements of Effective Brochure Design1231731
It's possible to think that a physical brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure can be a vital lead-nurturing tool. Whenever you meet someone face-to-face the first time, whether it be in an event, trade event or an initial sales meeting, you're taking the time to discover each other's businesses. What happens after you leave? A well-executed capabilities brochure reminds your prospect with the services you are offering and, most significantly, what sets you apart from the competition.
Within an initial contact, a capability statment design can be more effective than some other marketing asset because it's immediate. Your prospect won't necessarily take time to visit your website after a primary meeting. Since the brochure is appropriate in front of them, it's going to often intrigue them to learn more about your firm and then visit your website.
A professionally designed print brochure is especially important for small businesses. It builds credibility by conveying important messages about the value of your product or service. It helps to build your brand, and positions you as a legitimate business inside the minds of prospects and customers.
To connect with readers, every brochure needs three essential elements of design:
Attention-grabbing cover. Likelihood is your prospects have very short attention spans. If the brochure cover doesn't immediately catch their eye and pique their interest, they won't open and browse the rest of the brochure. To find the attention of one's target audience, combine a visually appealing design by having an attention-grabbing headline that addresses a robust benefit for the customers. Compelling content. You care a little more about your business than your prospects do; they aren't interested in reveal history of your small business. Instead, they want to know how your merchandise can help them save time, lower costs, get more sales, or run their business more efficiently. Focus your content on the problems and challenges your clients face and just how you solve them a lot better than your competitors. Use graphs, charts or images to help support your articles, and convey your message more quickly. Powerful proactive approach. The primary purpose of a brochure is always to move visitors to the next phase from the sales cycle. Do you want them to visit your web site? Pick up the phone and require a free estimate? Contact you via email to obtain a downloadable white paper? A good call to action tells the future prospect exactly what you'd like them to do. In addition, it stands out from the rest of the copy to ensure that readers can't miss it. From your visual standpoint, a brochure needs to appeal to your particular audience. For example, if you serve a far more conservative market, edgy or trendy design elements might look clever to you, but they don't reflect the mindset of the readers.
At the same time, consider the image you want to project as a business. Most B2B firms make use of a matte finish on their own 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 design and layout of inside pages should work well with the content. Use benefit-driven headers and sub-headers capture the reader's eye. Include a lot of white space to make the brochure easily readable.
Make sure the brochure's visual elements - color, imagery, font, logo, etc. - align with and support your brand. Consistency of brand name image can be a key ingredient in earning your prospect's trust.
