3 Ways to Create Better Brochures
By: Andrew Michaels

Brochures are great marketing tools for businesses small and large. And brochures can be used to promote any industry. Brochure printing can be an affordable way to get the word out about your new product, to provide current customers with detailed information about your current offerings or to generate sales leads.

Of course, just designing and sending out a brochure in a hurry won’t work. It takes time and a carefully crafted message for brochures to work effectively. Here are a few tips to get you pointed in the right direction when crafting your brochure message.

Your brochure’s purpose
A brochure can be used as a map, event program, and list or even for an application (think department store applications). Brochures can be used to promote your product at the beginning or end of your selling process. Brochure printing can be effective any way you use it, as long as its content clearly supports its purpose.

One brochure can’t do double duty well. You can’t use the same brochure to generate sales leads and to close a sale. A brochure can’t be a take-away to be used at a trade show and at the same time be an event program. All of these functions are separate and they need their own separate brochures. If you try to cram too much information in a brochure, you’ll just confuse people and that will discourage readership. Stick to one purpose per brochure and make sure all of your text and graphics support that purpose.

Flaunt what you’ve got; benefits-wise
When prospects pick up your brochure, they want to know what your product can do for them before they want to know the features and background of your product. So give the people what they want – benefits! When people pick up your brochure, they’re looking for a solution to a problem or for something to make their lives easier. Don’t make them wade through five panels of your brochure before giving them what they’re looking for. Use the front panel and the panels immediately following to tell prospects all about your product’s benefits and why they need your product. Don’t give them a chance to get bored and put down the brochure.

Design for your audience
The look and feel of your brochure should be appealing to your target audience. Don’t try to design a brochure that will appeal to all age groups and all demographics. Focus on what your target audience would like and if others pick up a brochure, great! If they don’t, at least you will attract the attention of people that are more likely to be interested in your product.

A younger demographic will like to see brighter, bolder colors with modern graphics. An older demographic will want subdued colors that don’t hurt their eyes and a font that can be easily read. Sports fans want to see a sports-related photo, not a ballet dancer on the brochure. Design your brochure for your target audience and no one else.

Brochures are a great investment that can net you a high ROI if done correctly. And if you don’t get it just right the first time, you can always try again.