The Elements of Effective Brochure Design5732049
It's possible to think that a physical brochure isn't necessary anymore on this digital era, but guess again. An expertly designed and printed brochure can be a vital lead-nurturing tool. When you meet someone face-to-face the first time, whether it be with an event, trade show or an initial sales meeting, you take the time to learn about each other's businesses. What happens after you leave? A well-executed capabilities brochure will remind your prospect from the services you offer and, most significantly, what sets you apart from the competition.
In a initial contact, a capability statment design can be more effective than any other marketing asset as it's immediate. Your prospect won't necessarily spend some time to visit your website after a preliminary meeting. Because the brochure is right 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 very important for small enterprises. It builds credibility by conveying important messages concerning the value of your product or service. It helps to build your brand, and positions you being a legitimate business within 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 your brochure cover doesn't immediately catch their eye and pique their interest, they won't open and study the rest of the brochure. To obtain the attention of your target audience, combine a visually appealing design by having an attention-grabbing headline that addresses a powerful benefit for the customers. Compelling content. You care more about your business than your prospects do; they're not interested in an in depth history of your small business. Instead, they wish to know how your products or services can help them saving time, lower costs, get 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 aid support your articles, and convey your message quicker. Powerful proactive approach. The primary reason for a brochure is to move people to the next phase of the sales cycle. Would you like them to go to your web site? Grab the phone and demand a free estimate? Contact you via email to get a downloadable white paper? A good call to action tells your readers exactly what you'd like them to do. Additionally, it stands out in the rest of the copy in order that readers can't miss it. From your visual standpoint, a brochure has to appeal to your specific audience. For instance, if you serve an even more conservative market, edgy or trendy design elements might look clever to you, but they don't reflect the mindset of your 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 brochures because it looks more distinguished and professional. Retail companies often use glossy finishes, because they make product pictures and images stand out more.
Your design and layout of inside pages should deal with the content. Use benefit-driven headers and sub-headers to trap the reader's eye. Include lots 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 name image is really a key ingredient in earning your prospect's trust.
