The Elements of Effective Brochure Design4898648
One may 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. Whenever you meet someone face-to-face the very first time, whether it be at an event, trade event or an initial sales meeting, you're taking the time to find out about each other's businesses. But what happens when you leave? A well-executed capabilities brochure reminds your prospect of the services you are offering and, most significantly, what sets you in addition to the competition.
In a initial contact, a capability statment design may 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 preliminary meeting. Since the brochure is right in front of them, it's going to 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 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 connect with readers, every brochure needs three essential design elements:
Attention-grabbing cover. Odds are your prospects have very short attention spans. If your brochure cover doesn't immediately catch their eye and pique their interest, they will not open and read the rest of the brochure. To obtain the attention of the target audience, combine a visually appealing design with an attention-grabbing headline that addresses a powerful benefit to your customers. Compelling content. You care more about your business than your prospects do; they are not interested in a detailed history of your small business. Instead, they want to know how your product or service can help them save time, lower costs, get more sales, or run their business better. Focus your content 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 proactive approach. The primary reason for a brochure is always to move visitors to the next phase from the sales cycle. Do you need them to visit your web site? Grab the phone and call for a free estimate? Contact you via email to receive a downloadable white paper? An excellent call to action tells your potential customers 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 has to appeal to your particular audience. As an 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 would like to project as a business. Most B2B firms use a matte finish on their own brochures as it looks more distinguished and professional. Retail companies often use glossy finishes, as they make product pictures and images stand out more.
Your layout and design of inside pages should deal with the content. Use benefit-driven headers and sub-headers to catch the reader's eye. Include lots of white space to help 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.
