The Importance of Brochures to Your Business

We often question whether print advertising is still a good option for marketing, especially with the presence of its digital counterpart. Radio, television, social media, and the World Wide Web have all contributed to the gradual change in marketing strategies and consumer preferences. The Internet helped pave the way for cost-efficient opportunities for businesses of all kinds to invest in, which makes it even more difficult for some business owners to decide whether print materials are still as valuable as they were in the past.

But without a doubt, the answer is yes.

Along with your digital marketing efforts, business brochures play an integral role in branding. Think of it as a book that educates readers about a particular topic in such a way that could easily be comprehended by the average person. It’s a piece of literature that discusses your products and services in a detailed manner for an audience to grasp. Unlike the banner ads we find online, brochures are a tangible medium that customers can take with them as they go. Putting the face of your business on the palm of their hands will remind them of your products and services in times of need. This allows you to reach out to new customers while also expanding your company’s visibility. You can hand them out during conventions, trade shows, meetings, and other networking opportunities to connect and engage with prospects following an encounter.

Brochures and Flyers—What’s the Difference?

Knowing the perfect time to use a brochure as opposed to a flyer might be the least of your worries, but you’d be surprised by the difference it makes to your marketing campaigns. Brochures and flyers are exceptionally good at different kinds of marketing strategies, but there are various considerations that must be looked into for you to determine the most effective channel to use.

The difference between a brochure and a flyer lies in their physical appearance and intended purpose. Flyers, for instance, are used for conveying short and concise messages. They typically come in a single sheet of paper that may be printed on one or both sides for short-lived promotions. Flyers are a common choice for small businesses that don’t have a lot to spare with their marketing budget. But because flyers tend to have a shorter lifespan compared to most print formats, the use of durable materials is highly encouraged for longevity.

Brochures, on the other hand, usually have multiple panels comprised of large chunks of texts. These are often used as reference materials for customers and employees to use during a pitch. You can even use it to close a sale following a discussion with a prospective buyer. Keep in mind that conversions play an essential part in generating sales. Businesses can greatly benefit from a brochure because it helps showcase a product and highlight its specifications with clarity. Having a printed reading material in place can be useful for shoppers who are always on the go.

Although they both possess varying characteristics, brochures and flyers are important marketing tools that offer certain advantages to your campaign. Understanding what and when to use a specific print material is sure to benefit your business one way or another.

Samples of Business Brochures

The following samples are brochure designs from different businesses in the industry.

Tips for Writing Effective Brochures

Drawing the attention of prospective customers might seem easy with a charming layout, but what about the written content of your brochure? The primary objective of a brochure is to get and keep customers through a convincing message. It’s a sales piece designed to provide potential customers with information regarding a particular product or service offer. But writing a brochure requires more than just a good pitch, as you also need to make sure that what you say is relevant to what your readers are searching for.

So to help you create a brochure that’s worth one’s time and attention, let’s look into a few techniques to help increase brand exposure and boost sales.

Get to know your readers. Good marketing means being customer-centered with your strategies. Take the time to note down all the questions you hear from your customers to see what problems may be addressed in your collateral. It’s important to write your brochure from the perspective of your audience. By doing so, you can build a connection that will prioritize a customer’s concerns and make them feel valued. Encourage further reading. The first thing a person will see from your brochure is its front cover. Though the old English idiom will tell you otherwise, the cover of a print material can tell you a thing or two about what’s inside. Get it wrong and you’ll likely lose a promising opportunity to close a sale. It’s always good to use a striking headline that will motivate a person to pick up the brochure and open it. When you first launch a product, for example, you can use a thought-provoking statement that will raise a level of enthusiasm and excitement among readers. List down the benefits of your product. You can release a product with the most advanced features, but all that consumers would ever care about is how this product can be of benefit to them. This is what sells a product to doubtful consumers. You don’t have to exaggerate each benefit just to convince readers to buy your product, as a brief yet solid statement that explains these benefits will be enough to influence one’s buying decision. Keep it personal. While anyone can make use of your brochure, targeting a specific audience will be a smarter approach to employ. It’s best to write your brochure with an imaginary person in mind. By speaking directly to this prospect, you can establish a personal connection and increase your chances of generating a response. Get straight to the point. Cut to the chase. Not everyone needs to know about every single aspect of your product or service, especially if it doesn’t concern them. You need to maximize the space you’re left with by delivering points that matter to your audience. The specs, availability, and price list of your products should be made clear for readers to find. Address the needs of consumers. As much as you want to sell yourself to customers, try not to get carried away with your own interests. Focus on what readers are looking for in your brochure and supply them with the right information. You can even put readers in a situation where they might find themselves yearning for your product. That way, they can visualize what you are trying to convey and grasp the notion that they do, in fact, need your product. Prompt a response. There’s only one way to end a brochure, and that’s with you asking for action. This can come in a calling card, a website, or even a freebie as a form of response mechanism. Customers should know how to react after they find what they need in your brochure. It’s not enough to simply talk about your offer, what it does, and how it can benefit those who use it, as readers should be informed how they can inquire or get their hands on the item once they have finished reading the brochure.

FAQs about Brochures

Here are some commonly asked questions about brochures.

What is the standard size of a brochure?

Brochures come in various sizes. The size that you pick for your brochure usually depends on the purpose and length of your content. The most popular brochure size is the 8.5” × 11”, letter size, as it offers enough room for both visual design and detailed text. This brochure may be folded into different panels to divide your content into multiple sections. Product and service information may be enclosed in a half-fold, trifold, Z-fold, gatefold, or French fold, depending on the amount of space needed to lay out its content. Be sure to have a plan and a goal in place prior to finalizing your brochure size to ensure that it’s enough to get your message across.

What kind of paper is used for brochures?

There are two main types of paper weight to choose from: paper stock and card stock.

Brochures that are carried around and handed out personally are usually made from paper stock. It’s a lightweight material that’s inexpensive to produce in large volumes. It’s also easier to fold and mail to your prospects and customers whenever you have a new product to launch and want the public to know about it. Card stock, on the other hand, is thicker than the average writing paper. This makes it more durable than the previous type for a long-lasting function. And because they have higher quality, you can send these brochures to people from your mailing list without an envelope. You don’t even have to worry about unwanted folds and crease lines from damaging the final product of your brochure.

Brochures are an integral part of a company’s multi channel marketing efforts. In spite of the rising popularity of various online marketing initiatives, a well-designed brochure continues to be one of the most effective printed marketing tools to ever exist alongside other traditional mediums. Not only does it tell consumers about your brand, but it also helps sell and upsell your product offers to the public.