The Elements of Effective Brochure Design2257508
One may think that an actual physical brochure isn't necessary anymore on this digital era, but guess again. An expertly designed and printed brochure could be a vital lead-nurturing tool. When you meet someone face-to-face the very first time, whether it be in an event, trade show or an initial sales meeting, you are taking 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 importantly, what sets you in addition to the competition.
Within an initial contact, a catalogs could be more effective than every other marketing asset because it's immediate. Your prospect won't necessarily take the time to visit your website after a preliminary meeting. Because the brochure is right in front of them, it will often intrigue them to learn more about your firm then visit your website.
An expertly designed print brochure is especially important for small businesses. It builds credibility by conveying important messages concerning the value of your products or services. It helps to create your brand, and positions you like a legitimate business within the minds of prospects and customers.
To get in touch with readers, every brochure needs three essential design elements:
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 will not open and study the rest of the brochure. To obtain the attention of your target audience, combine a visually appealing design by having an attention-grabbing headline that addresses a powerful benefit for the customers. Compelling content. You care a little more about your business than your prospects do; they aren't interested in a detailed history of your small business. Instead, they want to know how your products or services can help them save time, lower costs, have more sales, or run their business more effectively. Focus your content on the problems and challenges your clients face and just how you solve them better than your competitors. Use graphs, charts or images to aid support your posts, and convey your message faster. Powerful call to action. The primary purpose of a brochure is to move people to the next phase of the sales cycle. Do you need them to see your web site? Get the phone and require a free estimate? Contact you via email to obtain a downloadable white paper? An excellent call to action tells your readers exactly what you want them to do. In addition, it stands out from the rest of the copy in order that readers can't miss it. From your visual standpoint, a brochure must appeal to your particular audience. For instance, 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 your readers.
At the same time, consider the image you need to project as a business. Most B2B firms make use of a matte finish on their brochures as it looks more distinguished and professional. Retail companies have a tendency to use glossy finishes, since they make product pictures and pictures stand out more.
Your layout and design of inside pages should work well with the content. Use benefit-driven headers and sub-headers capture the reader's eye. Include lots 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 name image is a key ingredient in earning your prospect's trust.
