Continuing this series of helpful blogs, we tell you the secrets of successful brochures.
Top tips for successful brochures
- Stand out for the right reasons
Have your brochure professionally printed. Of course we’re going to say that, you might say, but think about it. You want your brochure to tell people about your business or service. What qualities do you want people to think of when they think of your business – professional, hard-working, competent, expert, quality, accurate, good value for money? Or flimsy, sloppy, cost-cutting and corner-cutting, done on the cheap? A professionally printed brochure doesn’t need to be expensive, but it will make you look professional – with accurate colours, bright inks, high-quality paper and a professional finish.
- Think about your audience
Don’t think about what you want to tell people, think about what they need to know. People won’t be interested in your company’s background or what your offices look like. They need to know what your company can do for them and what benefits they can get if they choose you (for example, quality, expertise, professionalism, customer service). So use your brochure to create desire – to tell people about your products and services, what you can do for them and why they should choose you.
- Think about your content
People are busy, so make your brochure easy for people to find the information they need. Don’t be tempted to cram as much information, images and graphics as you can onto each page. You may end up with a brochure that could win a design award (which is fine if your business is about winning design awards), but if people can’t easily find the information they need on the page, they will give up.
- Don’t stand out for the wrong reasons
Mistakes can make you look incompetent and sloppy and reflect badly on your business. Proofread your content carefully – not just for typos, but to check that the wording makes sense, is easy to read, and is accurate. Check names, address details, phone numbers and page numbers. Check that the wording makes sense and is easy to understand. Check your spelling and grammar, and don’t rely on your computer’s spell check function. It’s a really good idea to get someone outside your business to read it through to check that it’s clear, easy to read and free from mistakes – before you get it printed.
- Think about circulation
Your brochures need to work for you, and they can’t do this if they’re in a box on your desk, so circulate your brochures as widely as you can. Give them to existing customers, send them out with letters and quotations, use them to publicise a special offer, give them to people visiting your business, run a direct mail campaign, leave them where potential customers can pick them up, take them to exhibitions, get them put into seminar packs, use them at networking meetings and talk with your local Chamber of Commerce.
Think about your existing customers and, perhaps more importantly, potential customers. Think about where they are likely to see and use your brochure. Use your brochures to remind existing customers about your business, and to drive potential customers to your business.
Make your brochures work for you!