Five Elements Every Brochure Must Have

The outer cover of a brochure is only as good as its content. Unless it’s powerful enough to make an impact on your sales, it might as well end up in a nearby trash bin with the rest of the world’s garbage. As a popular sales instrument among marketers, a good business brochure must comprise of the following elements in order to reach marketing success.

1Compelling Headlines: A business logo and a catchy tagline don’t exactly make a striking impression. It doesn’t say much about who you are and what you do, so you can’t expect viewers to care about what it has to offer. The secret is to target a specific problem that customers might have by offering a benefit that they could make the most of. It must be clear and concise to grab one’s attention.2Unique Selling Proposition: Even the most established brands are known for replicating competitors by making their own version of a popular product or service. While there’s no such thing as an original business idea, having a unique selling point is one way to set yourself apart from the competition. This will give people a reason to opt for your company over the other. Consider it as a personal branding statement that consumers will recognize your business for.3Informative Content: Once you have captured the interest of a potential customer, you only have a few minutes to feed their curiosity with informative content. Brochures are often educational considering the amount of space available for an engaging copy. This will let people know more about what you do, what you offer, and how they may benefit from such in a clear and coherent approach.4Testimonials: You might have noticed this being frequently added as a means of promotion and advertising. Including testimonials and quotes from satisfied customers and public figures is a common marketing move that marketers do to support their claims. These testimonials, along with short articles and pictures, have the ability to influence one’s perception of your business in a favorable manner.5Call-to-Action: After spending some time reading your brochure from top to bottom, now comes the time where prompting a response from the prospective customer becomes your main priority. You can encourage readers to visit a website, call a number, or fill up a form. Most businesses offer special incentives along with their CTAs in an attempt to increase response rates among undecided buyers.

The Benefits of a Brochure in Business

Being a part of the technology-driven era, printed marketing components are often deemed outdated and worthless to some marketers. But what many fail to recognize is how beneficial these promotional techniques can be to businesses that seek for cost-effective marketing alternatives. Let’s take a brochure as an example.

Business brochures don’t cost a lot of money to produce compared to other print ads. You have sole control over the media, which puts you in charge of whatever goes in the publication to garner market attention. You can also customize the brochure to meet industry standards and establish brand identity. This allows you to interact with your target audience in a way that will help you make a breakthrough in new markets and draw traffic to your social media platforms. Visually pleasing brochures that are easy to read and carry around are bound to leave a positive impact on your chosen market.

Businss Brochure Samples

Check out these samples of brochure designs by businesses of various industries.

Types of Brochures

Just as any other print and digital ads, brochures come in different forms. These variations of brochures each play a particular role in marketing and sales. Thus, knowing when to deploy them can make a significant difference in the impression you leave your audience.

Leave-Behinds: As the name implies, these are the brochures that you literally leave behind after meeting with a potential client or customer. Cold shoppers are often the hardest to persuade as they usually enter a store with no intentions of leaving with a purchased item. After giving your sales pitch, hand the person a brochure that they can take with them as they leave. This will help elaborate some of the details that were already discussed during the meeting for customers to assess.Response to Inquiries: A customer might have stumbled upon your ad on TV, radio, or social media, making them a qualified prospect for a future transaction. Getting their attention is one thing, but converting a prospect to an actual customer is a whole other challenge that may be conquered using a business brochure. These brochures are designed to make readers believe that they can’t live without your product through facts and sales points highlighted in its content.Point-of-Sale: You’re likely to come across this kind of brochure as you enter a store, a trade show, or a corporate building. It is often situated at a place where people are expected to see it as their eyes wander to find something interesting enough to read. In most cases, these are meant to be a conversation starter that will lead potential clients to a teller or specialist for further inquiry.Handouts: Small businesses don’t always have the luxury of a showroom or a countertop to display their publications, but that doesn’t mean they can’t optimize the use of a brochure in some other way. Handout brochures may not be the easiest one to make, but they can do a lot of heavy lifting for businesses that need it. Good paper stock and an attractive cover are enough to make these brochures a valuable promotional instrument for your business.Direct Mail: It’s common for companies to send a brochure along with a package or any direct mail. Your recipient may be someone who has no current interest in what you are selling, so turning people into qualified buyers will be a lot more challenging than usual.Sales Support: These are the brochures that function as a selling aid to guide sales representatives through their sales pitch. Similar to a leave-behind, these brochures work hand-in-hand with conversations to make sure your claims are backed by credible evidence. The brochure must be as detailed as possible to provide customers with the information they need before closing a sale.

Tips to Design an Effective Brochure

Designing a brochure is pretty rewarding. Seeing how useful the brochure can be to customers makes everything all the more worthwhile. But the steps leading to its production can often seem intimidating to marketers given all the design considerations necessary to complete the project. With that said, here are a few tips to help ease the process of achieving the perfect brochure design.

Put your audience in mind. The shape and content of a brochure usually vary depending on the type of audience that will receive it. Small, pocket-sized brochures are suitable for people who are on the go, while stakeholders and business partners will find thick and wordy brochures more appropriate. You also need to consider what your target demographic seek for in a brochure. This can affect the look and overall feel of your final design.Aim for high-quality everything. Never sacrifice the quality of your brochure as a means to save time and money. Low-resolution photos and illustrations are even more evident in the final print of your brochure. What you need are high-quality images, icons, logos, typefaces, and color palettes that will help obtain the desired outcome. While specifications aren’t always exact in every project, it’s best to use images and design elements that are at least 300 dpi to avoid poor and pixelated visuals.Think about the display. How will people come across your brochure? Some brochures are placed in a clear desk rack for someone to pick up, while others are handed out in person. One of the common issues that many marketers have failed to realize is how certain designs only work best in specific environments. Thus, you need to make sure that key elements of the brochure are visible enough for people to see and read from a distance.Stick to a visual theme. Find a theme for your brochure that complements your brand and what you are selling. Some companies like to incorporate their brand colors into the brochure to make their identity known. You can even create your brochure in different styles that follow the same theme as a way of expressing your brand’s creativity. Developing a solid theme is a great way to establish a consistent user experience for readers who might encounter multiple versions of your brochure. Proofread your content. Proof it again and again like your life depends on it. The embarrassing — and often costly — consequences of spelling or grammar errors can be frustrating to deal with once multiple copies of the brochure have already been printed. For this reason, you’d want to proofread your brochure over and over again until you’re fully satisfied with its content. Feel free to let someone else do it for a final review. Mistakes are supposedly more apparent when you get a fresh pair of eyes to have a look at it.