A brochure is not just a piece of printed paper full of words and pictures. It is used to attract prospective customers, boost sales and reach a wide range of clienteles. Brochures are intended to be picked up, to be read and convince the readers to buy your products or services. Here are some points to find out if your brochures are effective.
Know and Understand your Customers
You may have a lot of creative ideas on what pictures, background and teasers to use on your brochure, but that’s not going to help you sell your product. Yes, it may be pleasing to the eye but that’s just it. People may pick it not because they are interested with your product but probably just to kill time and save their selves from boredom. The first thing you need to do is know your target market and understand their needs. Who would benefit from it? What can they get from your services or product? What can it do for them? Those are the things you need to answer and what people would like to read. Aesthetic values are just secondary.
Drive Attention, Interest, Desire and Action
Once you know who your customers are and their needs, it’s time to plan the content of your brochure. To do this you need to get their attention, get them interested to read more, increase their desire and to let them take action to buy or use your services by including “call to actions” like “call us now” or “visit our nearest store.”
Use Space Wisely
Every little space on your brochure should be used wisely. Don’t waste space with unnecessary pictures and contents. Fill every space with reasons on why they should buy your product. They don’t really care if you have pictures of gorgeous employees or how nice your office is. Maximize the space on selling and marketing your services.
Use Attention-grabbing Captions and Graphics
Attract your customers by using captions that are eye-catching, something that will make them stop and think about how your services can be helpful to them. People would be more likely to pick up your brochure if they know they can get something from it, a solution to a problem they’ve been struggling with for a long time.
Simple yet Powerful
Your brochure doesn’t need to be colourful to be noticeable. Sometimes the simpler it is the better results you get. You will bore people if they see too many words and paragraphs. Plus, they don’t have time to read everything on it. Try to use bullet points to highlight the benefits and savings they can get from using your services.
Now try getting a copy of your brochure and find out for yourself if they are effective, if one or two items mentioned above are missing maybe it’s time to recreate it. Remember, you’re spending money on these brochures, might as well make the most out of it.