Tips for writing an effective brochure.

The internet is quite rightly regarded as the supreme means of communication and most companies would agree that it represents probably the best way of getting your message known. However, there are still many potential customers out there who would still like to receive offers in a printed form. Of these, brochures are by far the most popular: they may be underrated, but there’s no doubting their effectiveness.

Creating a good brochure needn’t be difficult or particularly time-consuming. All that’s required is careful planning and a little forethought and you’ll soon be on your way to an creating eye-catching, professional and memorable brochure that will effectively communicate and promote your company to its best advantage.

What’s the brochure for:

Ask yourself what you want to achieve. Do you want to identify a new product, or raise the profile of your company? Maybe you simply want to increase the level of your sales. If you can clearly identify your purpose, then it’s much easier to set the tone and the content of the brochure appropriately.

List all the information you wish to include:

Make a list of all the information you want to include in the brochure and try to prioritise it: view it as a kind of information hierarchy.  Make sure that the most important information is placed at the top, so that the layout can be set accordingly.

Only use high quality images:

Any images you use should reflect the values and professionalism of your company. You want to create the best possible impression with your customers; therefore it makes sense for you to use the best possible imagery. Rather than skimping on costs, use professional images: in the longer term these upfront costs will pay dividends.

The words you use are as important as the images:

The written content of your brochure is just as important as the imagery. The words chosen need to accurately reflect the personality of your company and need to appeal to your target audience.

Fonts:

Simply because particular fonts may be in fashion doesn’t mean they’ll work well in your brochure. Fonts need to be appropriate and also need to be able to stand the test of time. Above all else, they need to look good and reflect the general feel of the message you’re trying to get across.

Always proofread:

It goes without saying really, but always check and double-check before sending your brochure for printing. Mistakes are avoidable and costly. It’s best to get it right the first time.

Paper Quality:

Always try to use the best quality paper you can afford, within your chosen budget of course. The choice of paper should reflect your message. Normal paper weights for brochures are generally in the range 80gsm to 350gsm.

Finishing your brochure:

There are an infinite variety of finishes you can use – gloss varnishing, embossing, foiling, laminating etc: the choices can be mindboggling and confusing. Make sure that whatever finish you decide upon looks good and re-enforces your company or product message.

Personalise your brochure:

If possible always try to use the personal touch wherever you can. Using personal URLs has been shown to work and produce greater response rates: people generally like to see their name in print. Modern tracking systems also mean that you can capture any returned data and use this in any future personal and targeted campaign.

Remember the brochure isn’t an end in itself:

No matter how good a brochure may look, always remember that it is there primarily to stimulate interest. It won’t guarantee increased sales. Follow up the brochure and any leads that are generated by capitalising on this interest. All success is built on long-term marketing: follow up with emails and sales calls that continue to deliver your relevant message.