The content and design of each brochure depends on the objectives that each one has previously proposed, but generally there are certain aspects to take into account when deciding what the brochure will be like. Essentially, it is about creating marketing materials that generate the maximum possible return on the investment made, and to achieve this you have to contact marketing and design professionals.
Here we will present some considerations before preparing a brochure:
1. Who is a brochure for? For the customer. What does a brochure do? Sell. Make sure the brochure is a seller. For this, it must be carefully written and designed by a professional. A brochure is not a decorative part of the business; It is a marketing investment that must generate business. The brochure must sell.
2. Approximately 80% of people do not open those brochures whose covers do not attract their attention with a specific benefit or reason. The design of the brochure cover is extremely important.
3. You need to know the needs and wants of the brochure's readers, and show that the company can meet them. Demonstrating the benefits, it is possible to trigger emotions, and emotions always win in the face of logical persuasion.
4. The key benefits should be highlighted in order to tempt readers to delve into the content of the brochure. You always have to motivate them to take action.
5. Features or benefits? For example, an application that saves a client one hour of work is a feature; That extra hour for the client to enjoy with their children is a benefit. A good way to find benefits is to make a list of all the characteristics of a product or service and ask yourself "what is the client getting thanks to these characteristics?".
6. The design of a business brochure must project a first-class image. Only a professional quality design will make the brochure, and the company, look professional in the eyes of the potential client.
7. Technical language is difficult to read, even for technicians. What is preferable: reading a technical document or a more "light" but understandable document?
8. Marketing materials must be interconnected: the brochure must offer information about the company newsletter or website, and vice versa. Reference should also be made to other published materials or any acknowledgments received.
9. The speech used in the brochure must always assume that the customer will buy the product or contract the service. Whenever possible, try to avoid the words "yes" or "maybe."
10. The reader cares about how the company giving you the brochure can improve your life; you are not interested in being told how good the company is.
11. We must not forget that it is the words that sell. The photos are great, but the words are what sell. As we said in point 1: a brochure is not a decorative part of the company. The careful design of direct marketing materials used by banks is a good example of how words (accompanied by images) work to sell products and services.
12. Readers know that brochures are promotional materials. If they decide to read them it is because they are aware that what they hope to find is sales information. So the speech used must be a seller.
13. Make no mistake: a brochure will probably not finish closing a sale, but will serve as a company presentation and pave the way for the sales team to finish the job. It is the seller who must close the sale. Ideally, no more than a week should pass after receipt of the brochure for the seller to contact the potential customer.
14. Professionally designed brochures can be the difference between a successful marketing action and a waste of money and energy.
