The Elements of Effective Brochure Design41134
It's possible to 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 quite a vital lead-nurturing tool. When you meet someone face-to-face the very first time, whether it be at an event, trade event 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 will remind your prospect from the services you are offering and, most of all, what sets you apart from the competition.
In a initial contact, a capability statment design could be more effective than every other marketing asset since it is immediate. Your prospect won't necessarily spend some time to visit your website after a primary meeting. Because the brochure is right in front of them, it'll often intrigue them to learn more about your firm after which visit your website.
An expertly designed print brochure is particularly important for small businesses. It builds credibility by conveying important messages in regards to the value of your products or services. It helps to create your brand, and positions you like a legitimate business in the minds of prospects and customers.
For connecting with readers, every brochure needs three essential elements of design:
Attention-grabbing cover. Chances 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 browse the rest of the brochure. To find the attention of the target audience, combine a visually appealing design with an attention-grabbing headline that addresses a robust benefit to your customers. Compelling content. You care more about your business than your prospects do; they're not interested in an in depth history of your company. Instead, they wish to know how your products or services can help them save time, lower costs, have more sales, or run their business more efficiently. Focus your posts on the problems and challenges your clients face and just how you solve them much better than your competitors. Use graphs, charts or images to help support your articles, and convey your message more quickly. Powerful call to action. The primary intent behind a brochure is to move visitors to the next phase with the sales cycle. Do you want them to visit your web site? Get the phone and require a free estimate? Contact you via email to get a downloadable white paper? An excellent call to action tells your readers exactly what you want them to do. In addition, 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 unique audience. As an example, if you serve a more conservative market, edgy or trendy design elements might look clever to you, but they don't reflect the mindset of the readers.
Simultaneously, consider the image you want to project being a business. Most B2B firms use a matte finish on the brochures because it looks more distinguished and professional. Retail companies often 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 capture the reader's eye. Include a lot 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 really a key ingredient in earning your prospect's trust.
