Brochures. They say a lot about you and the company or product you represent. And it is one of those rare print advertisements that your customers are likely to keep or take home.
So what makes a good brochure? It depends really. Who is your target market? What are you promoting? Where will you distribute? The text and images you should use depend largely on these few factors alone. You cannot decide haphazardly else the danger of misrepresenting your company or product.
Creative Brochures – Writing and Designing Tips
THE TARGET AUDIENCE
Before everything else, know the people with whom you will be communicating with. Will you be talking to men? And if that is the case, should you use pink and images of flowers? Or if you plan to communicate with engineers should you use highly technical medical terms? Probably not. This particular process is especially useful for target-specific campaigns and should not be skipped. It helps you to custom-design the brochure according to the customers’ needs and wants, thus, a bigger chance for your audience to read on.
Thou shall not forget what you and your company are all about. Imprint in every part of the brochure what you represent, what you stand for. If for example you are advocating green architecture, make sure to emphasize your want to help the mother earth in your design and text.
After knowing who your intended audience, help them relate to you. Use words and images that will help them understand you, or better yet, help them understand that you can help them. If you are promoting an advocacy, tell them how they can help the cause. In most cases; however, answer their questions “what’s in it for me?” and “of all companies rendering this service, why you?”
DON’T JUST SPEAK. BE UNDERSTOOD.
Catch their attention. Once you got them, write everything that they need to know about you. Write about things that are probably of interest to them. For one, your interest as a company is yours alone. What’s in it for them? Help them see that they will benefit from your campaign or promotion.
Use words that are clear, understandable and well, honest. Make claims only if you can deliver; your customers will feel your sincerity just by reading. Plus, they will eventually know if what you say is true and if not, are not likely to believe you in the future.
IT IS ALWAYS ABOUT THE AUDIENCE
Lastly, design it like how your prospect readers would like it to be. Or at least how you think they would want it. Well written words are good, but as far as getting attention, how could you make them read it in the first place if you failed to make them want to look at it at all?
What does your audience likely to appreciate? Use imagery and color that you can relate to both your company and to your audience. Also, it should not overpower your text. Use colors that will compliment the ideas you want to share. This is one factor that many new businesses tend to overlook, but colors can either make or break you, since people react to it. Sometimes it subconsciously dictates whether your audience would even deem to read your brochure. Choose colors wisely.
You can also use your text as a design element. Also make sure that it is readable. A good layout is also a must.
A CALL TO ACTION
After all those tedious steps, thou shalt not forget to put your contact details. Also end the text as promising and memorable as possible. Make this particular part of the brochure make the customer want to take a positive action. You’ve come this far. The customer has finished reading so they might as well buy the idea, right?
PRINT IT PERFECTLY. (Or get the best to do it for you)
Make sure that it is printed as vibrant and as clean as possible. Let a reliable online printing service take care of your print brochures for you! You can go for TriFold, Half Fold, Z-Fold, Accordion Fold and Roll Fold (4 Corners) brochure scoring, as these are the most commonly available options online nowadays. The better printing services have friendly customer service representatives standing by 24/7 to assist you anytime you need help, to make sure that your brochures come out the best each and every time.