How do you write a business brochure?
Brochures are also a great marketing tool. Brochures can be handed out at trade shows, displayed in brochure racks or sent by direct mail. You can also post them on your company website. They are also very portable.
A lot of consumers prefer to pick up a brochure than talk with a salesperson. For the best results, you need to hire the corporate brochure designer. Brochures are usually only about a hundred words long so it is difficult to communicate your message.
It is important to use every word. These are eight tips to help you create a brochure that conveys professionalism and expertise, while also motivating your readers.
1. Create a strategy plan or plan of Attack
Brochures can vary in length and content but they all follow a common format.
- On the front panel, you will see the headline and corporate logo.
- Inner panels provide supporting facts and information that support the case for the product/service.
- The last panel contains contact information as well as a call for action.
Before you begin writing your brochure, identify the target audience. This includes age, gender and geography. This information will help you to decide the tone, language, as well as the content of your brochure.
This information will help you choose a call-to-action that appeals to your audience. For example, a free whitepaper would be of value to a CEO. However, a mobile app download may be more suitable for a student.
Track where your target audience is at each stage of the buying cycle. Don’t waste time telling customers about the past business relationships you’ve had with them.
Think about the knowledge that your prospects have about the topic. Is your prospect a specialist, a beginner, or somewhere in between? This will help you avoid alienating your readers by not speaking down to them, or misunderstanding them.
2. Make a compelling Headline
The headline of your brochure will determine whether or not prospects pick up the booklet. Avoid titles that give little information about the contents of the brochure, such as “Make a Good Impression” or “Make a Good Impression.”
What is the reason for this title? Without being unclear, you can grab a reader’s attention without being intrusive. Use “power” terms like free, quick, easy, results, exclusive, proven, etc. These terms compensate for their ineffectiveness by their inventiveness.
3. Use simple terminology and be concise
A brochure should only highlight one product or service. A trifold brochure should only contain 350-450 words. Keep paragraphs, words, and phrases short.
You should edit your brochure with care, ensuring that you only include the essential information and allowing for white space and photos. Long walls of text can be frightening for readers, so make sure to use subheads often.
Avoid putting more than two paragraphs together in one row. You should break up the monotony by using a subhead or bullet-point list. This will help you to be the most effective. You can create a professional brochure in no time using components like tables, pull quotes, or call outs.
4. Copy only one Typeface
Your branding should be consistent with the typefaces that you choose. Let’s say that the subhead copy is written in a serif font. The body would be in a serif font in that case.
So that prospects don’t strain their eyes while reading the brochure, choose font size, spacing and colour with readability.
5. Your brochure will make readers want to keep it
To discourage people from throwing it away, include a reference to some form in your brochure.
- A map of the town with highlights of main attractions
- A chart showing the “average body weight”, based on the reader’s height
- Here is a list of scholarships for students that are available through specific programs
- This guide is for first-time homebuyers in any given city.
Printing the brochure on glossy, high-quality paper will increase its perceived value.
6. Include action items or a request to Act
The purpose of your sales brochure should be to persuade readers to take specific actions. The CTA and contact information are usually placed in the last panel.
If you give people a reason to respond to your survey, it could increase their response rate. These can be implemented with a discount code, or a free product. These are just a few of the actions that you can encourage your readers to take.
- Register for our email list to get a white paper as a gift
- Register for a program or make a purchase on your website
- For a complimentary consultation, call us
- To get an app, scan a QR code
- Enter to Win
- To find out if your business is up for sale, visit it.
7. Check your brochure for Errors
No matter how hard you work on your design and messaging, if your printed materials are inconsistent or have errors, it can be difficult to trust them. Your brochure should be consistent in tone.
The brochure must be consistent with the rest of your brand communications. It is normal to use the second person in sales brochures. This helps build a relationship with the reader. For information about how to handle text elements like numerals and dates, refer to your brand style manual.
You can use a style reference such as the AP Stylebook if you don’t have a brand guide. Double-check all spellings, punctuation and grammar.
8. Double-check for important Information
Before printing the brochure, make sure your logo and contact information are correct. You should look for missing details, such as:
Information about purchasing
How to place an Order, Payment Methods Accepted, Guarantees, Warranty, Refunds, Shipping, etc.
Information for visitors
Accessibility for people with disabilities is all inclusive of operating hours, seasonal hours and entry costs. It also includes group sizes, directions, group sizes, and other details.
Information regarding legal matters
Copyright, trademarks and service marks, disclaimers and so forth
To ensure you don’t forget anything important when creating a brochure, you may also create branded templates. Try a few of these items and see what they do for you. It will be amazing how quickly you run out of space! What are you waiting for? You can become a professional corporate brochure designer.