The Elements of Effective Brochure Design5579767

It's possible to think that an actual brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure can be a vital lead-nurturing tool. Whenever you meet someone face-to-face for the first time, whether it be in an event, trade show or an initial sales meeting, you're taking the time to find out about each other's businesses. But what happens after you leave? A well-executed capabilities brochure reminds your prospect from the services you are offering and, most of all, what sets you in addition to the competition.

Within an initial contact, a tri-fold brochure design could 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 a primary meeting. Because the brochure is appropriate in front of them, it will 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 product or service. It helps to create your brand, and positions you as a legitimate business inside the minds of prospects and customers.

To get in touch with readers, every brochure needs three essential elements of design:

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 won't open and read the rest of the brochure. To get the attention of one's target audience, combine a visually appealing design with an attention-grabbing headline that addresses a strong benefit for your customers. Compelling content. You care much more about your business than your prospects do; they are not interested in an in depth history of your company. Instead, they would like to know how your product or service can help them save time, lower costs, acquire more sales, or run their business more efficiently. Focus your articles on the problems and challenges your visitors face and the way you solve them much better than your competitors. Use graphs, charts or images to help support your content, and convey your message quicker. Powerful proactive approach. The primary intent behind a brochure is always to move people to the next phase with the sales cycle. Would you like them to go to your web site? Get the phone and call for a free estimate? Contact you via email to receive a downloadable white paper? A great call to action tells your readers exactly what you want them to do. In addition, it stands out from your rest of the copy so that readers can't miss it. From your visual standpoint, a brochure needs to appeal to your unique audience. For example, if you serve a far more conservative market, edgy or trendy elements of design might look clever to you personally, 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 make use of a matte finish on the brochures as it looks more distinguished and professional. Retail companies often use glossy finishes, since 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 capture the reader's eye. Include plenty of white space to 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 name image can be a key ingredient in earning your prospect's trust.