The Elements of Effective Brochure Design6878677
One may think that an actual physical brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure could be a vital lead-nurturing tool. Whenever you meet someone face-to-face for the first time, whether it be with an event, trade event or an initial sales meeting, you take the time to learn about each other's businesses. But what happens after you leave? A well-executed capabilities brochure reminds your prospect with the services you are offering and, most importantly, what sets you aside from the competition.
In an initial contact, a catalogs can be more effective than any other marketing asset because it's immediate. Your prospect won't necessarily take time to visit your website after a preliminary meeting. Because the brochure is right in front of them, it'll often intrigue them to learn more about your firm and then visit your website.
A professionally designed print brochure is particularly important for small businesses. It builds credibility by conveying important messages concerning the value of your products or services. It helps to construct your brand, and positions you like a legitimate business inside the minds of prospects and customers.
For connecting 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 will not open and study the rest of the brochure. To obtain the attention of one's target audience, combine a visually appealing design having an attention-grabbing headline that addresses a robust benefit for your customers. Compelling content. You care more about your business than your prospects do; they aren't interested in a detailed history of your company. Instead, they would like to know how your merchandise can help them save your time, lower costs, get more sales, or run their business better. Focus your posts on the problems and challenges your customers face and the way you solve them better than your competitors. Use graphs, charts or images to help support your content, and convey your message faster. Powerful call to action. The primary intent behind a brochure would be to move people to the next phase of the sales cycle. Do you need them to visit your web site? Grab the phone and demand a free estimate? Contact you via email to obtain a downloadable white paper? A good call to action tells the future prospect exactly what you want them to do. It also stands out from your rest of the copy in order that readers can't miss it. From the visual standpoint, a brochure must appeal to your unique audience. As an example, if you serve a more conservative market, edgy or trendy design elements might look clever for you, but they don't reflect the mindset of the readers.
At the same time, consider the image you need 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 have a tendency to 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 help make the brochure easily readable.
Make sure the brochure's visual elements - color, imagery, font, logo, etc. - align with and support your brand. Consistency of brand name image is a key ingredient in earning your prospect's trust.
