Business Brochures...Function and Design

Business Brochures… Function and Design

Customer's still want to see things in print. There is just something about being able to hold a piece of paper in your hands and read it; and what a better way to make an impact about your business than with a beautifully designed brochure? Place them in high traffic areas to grab a customer's eye and showcase exactly at what you have to offer.

Because of the large amount of space they offer, brochures are perfect for communicating a short story about your business.

Every Panel Should Serve a Purpose: 

1. The front cover, sets a tone for your brochure, establishes your brand and should clearly represent your product or service topic. 

2. The back cover is the perfect place for a "call to action" reinforce your primary purpose for the brochure, and of course any applicable legal disclosures. 

3. First fold in panel is the ideal spot to showcase a hot offer or any information that should receive special attention.

4. Inside spread can feature a few products or services with detailed information on each, or it can be treated as a one page spread with a large image. 

Top 5 Mistakes to Avoid

1. Don't assume your readers with act. Tell your audience exactly what you want them to do, and entice them to do it!

2. Don’t pack it with details. As the old saying goes, “Sometimes less is more” if there is too much text; your readers won’t take the time to read it. Chop your message down, and give a few essentials. Use bullets when possible, and communicate with images.

3. You can’t be everything to everyone. Focus on One targeted audience. Using too many targets can become conflicting and confusing. If you want to promote to different audiences, make a few different brochure versions.

4. Don’t lead with your company details. Spark an interest by “teasing the customer” focus on their needs and problems, then give them a solution to fix it.

5. Don’t use large words, acronyms or other trade based language. Use common and easy to understand words that anyone can relate to and not get confused.

Brochure Checklist

• Headline that generates curiosity, states a major benefit or problem that the customer may have and get them to grab the brochure and open it.
•   Show key benefits, 2-3 examples of how products/services can help your customer with their issue.
•   Features, these are what distinguishes you from your competitors.
•   Short, to the point blocks of text 
•  Company Name
•   Logo –tagline if you have one
•   Graphic images
•   Photographs of your product or service and people using them if possible.
•   Call to action (what you want the reader to do: call, visit, fill out form etc.)
•   At least two ways for customers to contact you. (email, website, phone)

Happy Wednesday all! ~ A

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