The Elements of Effective Brochure Design3055785
It's possible to think that an actual physical brochure isn't necessary anymore within this digital era, but guess again. An expertly designed and printed brochure can be quite 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 take the time to learn about each other's businesses. What happens when you leave? A well-executed capabilities brochure reminds your prospect of the services you are offering and, most of all, what sets you apart from the competition.
In an initial contact, a capability statment design can be more effective than some other marketing asset since it is immediate. Your prospect won't necessarily spend some time to visit your website after a preliminary meeting. Considering that the brochure is right in front of them, it will often intrigue these to learn more about your firm after which visit your website.
An expertly designed print brochure is particularly important for smaller businesses. It builds credibility by conveying important messages in regards to the value of your merchandise. It helps to build your brand, and positions you as 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. Chances are your prospects have very short attention spans. If the brochure cover doesn't immediately catch their eye and pique their interest, they don't open and browse the rest of the brochure. To get the attention of one's target audience, combine a visually appealing design having an attention-grabbing headline that addresses a powerful benefit to your customers. Compelling content. You care much more about your business than your prospects do; they are not interested in reveal history of your company. Instead, they want to know how your merchandise can help them saving time, lower costs, acquire more sales, or run their business more effectively. Focus your articles 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 articles, and convey your message more quickly. Powerful proactive approach. The primary purpose of a brochure is always to move people to the next phase from the sales cycle. Would you like them to go to your web site? Get the phone and require a free estimate? Contact you via email to get a downloadable white paper? A good call to action tells your readers exactly what you want them to do. In addition, it stands out in the rest of the copy in order that readers can't miss it. From a visual standpoint, a brochure must appeal to your specific audience. For example, if you serve an even more conservative market, edgy or trendy design elements might look clever for you, but they don't reflect the mindset of your readers.
At the same time, consider the image you want to project as a business. Most B2B firms use a matte finish on their brochures since it looks more distinguished and professional. Retail companies tend to use glossy finishes, as they make product pictures and images stand out more.
Your design and layout of inside pages should work well with the content. Use benefit-driven headers and sub-headers to trap the reader's eye. Include a lot 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 can be a key ingredient in earning your prospect's trust.
