Print marketing remains a very effective way to get the word out about your business, service and/or product. There are many elements to print marketing, and it is up to you to select the tool that is going to help you reach your audience in the most effective and beneficial way. For many businesses, brochures are that tool.
With the right layout, design and verbiage, a brochure can really take your business to the next level. Therefore, it is important to take your time in designing your brochure to ensure that it serves its purpose as an effective marketing tool. You want your brochure to inform, impress, and move the reader to action. With that being said, there are some dos and don’ts to consider as you are creating your brochure.
1. Don’t Use Too Many Fonts
As you are designing your brochure, you may think it would look great if you use numerous font styles, or you may be having difficulty deciding on just a couple. However, it is imperative that you narrow it down to just two or three.
When you have too many different fonts on your brochure, it can take away from the actual information that you are trying to convey to your readers. Instead of trying to make the brochure look good with different fonts or to emphasize something important, simply use different font sizes, bolds and italics. This will help maintain a more professional tone and appearance throughout the brochure. A good rule of thumb is to use the same fonts used on your website. This consistency builds your brand awareness.
2. Do Minimize the Clutter
Brochures aren’t extremely large in size, and you often have a lot of information that you want to convey. As a result, you try to cram all of that information into the small space that you have. This results in a cluttered brochure that is not appealing. Liken it to packing for an overseas trip: Put everything you want to pack out on the floor, put 1/2 back, then 1/2 again. That which is left goes in the suitcase and often you will find you have even more room to spare – the same goes for creating your brochure.
Keep in mind that the purpose of a brochure is not to share everything there is to know about your business. Instead, it is to market your business or a particular service/product. Therefore, it needs to only consist of the key information that you need or want to convey.
If you allow a cluttered brochure to be sent out, people aren’t going to be interested in contacting you. So, make sure that you emphasize the best parts of your business: the benefits of your product/service, how you can improve their lives, etc. Any other information, such as company history, can be found on your website (and this should be provided on the brochure along with the rest of your contact information).
Your brochure needs to consist of basic, yet important, details. How do you know if you have done it correctly? Well, the best way to tell is by looking to see if you have any white space left on the brochure. If you don’t, then you know you have a problem.
3. Don’t Forget to Proofread
As with any marketing material, it is vital that you take the time to proofread. You need to also have someone else proofread your work. The last thing that you want to do is release your brochure into the world and find out that you had spelling and grammar errors on it. These types of errors will distract potential customers and reduce your credibility.
4. Do Add a Call to Action – Must Do!
It isn’t uncommon for people to think that a brochure doesn’t require a call to action (CTA). However, it is still a marketing tool, which means it needs to inspire action, like seeking more information. There are many ways in which you can add a CTA.
The key thing here is that you want to make sure that the readers know what to do once they have finishing reading your brochure. Should they visit you online? Should they call you? Should they purchase your product?
If you want them to call or you want a response of some kind, make sure there is a reason for them to reach out in your call to action. For example, a good call to action may be “Order your fitness watch by calling…” or “Get your 20% off coupon by visiting http://www.ourwebsite.com”.
If you need assistance in designing and/or printing your company’s brochures, contact the Flottman Company for more information and a quote. Our team at FUSIONWRX can help you develop a brochure that has a strategic purpose designed to represent you and get RESULTS!