The Elements of Effective Brochure Design3099514
It's possible to think that a physical brochure isn't necessary anymore within this digital era, but guess again. A professionally designed and printed brochure can be a vital lead-nurturing tool. Once you meet someone face-to-face the first time, whether it be in an event, trade event or an initial sales meeting, you are taking the time to discover each other's businesses. What happens when you leave? A well-executed capabilities brochure will remind your prospect of the services you offer and, most of all, what sets you apart from the competition.
Within an initial contact, a catalogs can be more effective than any other marketing asset since it is immediate. Your prospect won't necessarily take the time to visit your website after an initial meeting. Since the brochure is correct in front of them, it's going to often intrigue these to learn more about your firm and then visit your website.
An expertly designed print brochure is particularly important for smaller 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 being a legitimate business in the minds of prospects and customers.
To get in touch with readers, every brochure needs three essential elements of design:
Attention-grabbing cover. Likelihood is your prospects have very short attention spans. If your brochure cover doesn't immediately catch their eye and pique their interest, they won't open and read the rest of the brochure. To find the attention of the target audience, combine a visually appealing design having an attention-grabbing headline that addresses a powerful benefit for your customers. Compelling content. You care more about your business than your prospects do; they are not interested in reveal history of your business. Instead, they would like to know how your merchandise can help them save time, lower costs, acquire more sales, or run their business more efficiently. Focus your content 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 help support your articles, and convey your message quicker. Powerful proactive approach. The primary reason for a brochure would be to move individuals to the next phase of the sales cycle. Do you need them to visit your web site? Get the phone and demand a free estimate? Contact you via email to obtain a downloadable white paper? An excellent call to action tells the future prospect exactly what you would like them to do. Additionally, it stands out in the rest of the copy to ensure that readers can't miss it. From the visual standpoint, a brochure has to appeal to your particular audience. As an example, if you serve an even more conservative market, edgy or trendy design elements might look clever to you personally, but they don't reflect the mindset of one's readers.
Simultaneously, consider the image you want to project as a business. Most B2B firms use a matte finish on their brochures as it looks more distinguished and professional. Retail companies tend to use glossy finishes, as they make product pictures and pictures stand out more.
Your design and layout of inside pages should deal with the content. Use benefit-driven headers and sub-headers to catch the reader's eye. Include plenty of white space to really make the brochure easy to read.
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.