Custom brochures are an effective way for small businesses to illustrate the benefits of their products or services. Brochures are perfect for leaving behind after a meeting or distributing at an event in your commercial space or via direct mail. Printing custom brochures can be a challenge, especially if you've never designed one before and don't have a template or any legacy content to work with. Leading print vendors will have some customizable brochure templates available for you to work with.
Here are some tips, suitable for graphic designers and small businesses alike, looking to create better brochures: 1. Answer "What's in it for me?" Businesses can talk endlessly about product specifications or how many awards or honors they've won, but ultimately, customers don't care. If you are distributing a brochure, then it's likely that you are near the beginning of the sales cycle. Potential customers want to know how your product or service will benefit them, answer their needs or help them overcome a problem. If you can address the customer's needs in the brochure copy, then you are one step closer to making the sale. 2. Make it scannable Brochure images and headlines are just as important as the copy, because potential customers do not want to read a wall of text. Every once in a blue moon, you'll find the perfect stock photo, but it's best to use real photographs of your products, staff helping clients or anything relevant that ties into the sales pitch and provides more product detail. Be sure to include captions under each image that highlight a selling point or benefit to the customer. Break up text with headlines that summarize the main points of the brochure, so that if someone was to only read the headlines, they would get the gist. 3. Spur readers to take action Get brochure readers to take action and let you know if they're interested in working with you or making a purchase. Whether it's a toll-free number to call for more information, an e-mail address, a website with a registration form or a perforated, mail-in postcard, calls to action should be highlighted throughout the brochure to funnel interested readers into your sales cycle.*brochure image via www.allgraphicdesign.com