A Short Guide for Brochure Printing

Marketing materials are expected to deliver high return on investment and one of the most common marketing materials that businesses rely on to bring desirable results is the brochure. However, not all brochures can deliver the expected results. There are varying reasons for this, ranging from poor copy to sloppy design. To help you avoid such mistakes, here’s a short guide you must keep in mind when you print 

1. Determine your brochure’s mission. What does a brochure do? It sells your product or services, of course. So ensure your brochure is able to do this. The copy should be written professionally to encourage sales. Remember, a brochure is a marketing asset, it must bring you business.

2. Does the cover get the readers attention? From the cover alone, a good brochure carries an emotional appeal, asks a stimulating question, and offers a benefit. Give your readers a compelling reason to pick up your brochure.

3. Write for your customers. This means that your copy should convey your concern about their certain needs and that you are offering them a solution. Details such as company history, mission statement, and the like should take a backseat. Benefits are more reliable to win over people. Feature important benefits in the headline and subheads. Attract the reader to get them to open and read your brochure. Another thing: avoid technical writing style. It is dull and boring. Write as though you are talking to a friend.

4. Be direct. Don’t make your reader guess. Tell them exactly what you expect them to do. Add a sense of urgency, compelling them to take immediate action. Not that you are being too aggressive. You just don’t want them to forget about your message. If they don’t act right away, there’s a chance they might forget about you.

5. Don’t hold back on your sales copy. Avoid using fancy words just cover the fact that you are selling something. There’s no need to be embarrassed about it. People pick up brochures with the knowledge that they are being sold something. So give it your best and write the best sales copy you could come up with.

6. Include compelling graphics. Attractive and good quality images are okay. Clip arts and photos downloaded from the Internet, not so good. They will lend an amateurish feel to your brochure. At the end of the day, though it’s still your words that do the selling. Pictures are great only as attention-grabber, so make the most of it.

 can greatly benefit any business. Do it right and you are sure to see significant boost in your sales. However, you need to be realistic. We said at the beginning that your brochure’s purpose is to sell. That is true. But be reasonable that no matter how well-written or beautifully-designed your brochure is, it can’t close the deal for you. You and your people still need to do the legwork. The brochure just prepares the way for your salespeople. So always remember to include contact details in all your brochures.