The Elements of Effective Brochure Design
It's possible to think that an actual brochure isn't necessary anymore in this digital era, but guess again. An expertly designed and printed brochure can be quite a vital lead-nurturing tool. When you meet someone face-to-face for the first time, whether it be with an event, trade exhibition or an initial sales meeting, you take the time to discover each other's businesses. But what happens when you leave? A well-executed capabilities brochure reminds your prospect of the services you are offering and, most significantly, what sets you aside from the competition.
In a initial contact, a capability statment design may be more effective than every other marketing asset since it is immediate. Your prospect won't necessarily take time to visit your website after an initial meeting. Considering that the brochure is appropriate in front of them, it will often intrigue these phones learn more about your firm and then visit your website.
An expertly designed print brochure is especially important for small businesses. It builds credibility by conveying important messages concerning the value of your products or services. It helps to create your brand, and positions you like a legitimate business inside the minds of prospects and customers.
For connecting with readers, every brochure needs three essential elements of design:
Attention-grabbing cover. Chances are your prospects have very short attention spans. In case your brochure cover doesn't immediately catch their eye and pique their interest, they will not open and study the rest of the brochure. To obtain the attention of one's target audience, combine a visually appealing design with an attention-grabbing headline that addresses a powerful benefit for your customers.
Compelling content. You care a little more about your business than your prospects do; they are not interested in reveal history of your company. Instead, they want to know how your merchandise can help them saving time, lower costs, get more sales, or run their business more effectively. Focus your articles on the problems and challenges your visitors face and how you solve them a lot better than your competitors. Use graphs, charts or images to assist support your content, and convey your message faster.
Powerful proactive approach. The primary purpose of a brochure is always to move visitors to the next phase with the sales cycle. Would you like them to go to your web site? Get the phone and demand a free estimate? Contact you via email to receive a downloadable white paper? A good call to action tells your readers exactly what you want them to do. Additionally, it stands out from the rest of the copy so that readers can't miss it.
From a visual standpoint, a brochure needs to appeal to your specific audience. For example, if you serve an even more conservative market, edgy or trendy design elements might look clever to you, but they don't reflect the mindset of one's readers.
At the same time, consider the image you would like to project as a business. Most B2B firms make use of a matte finish on the brochures because it looks more distinguished and professional. Retail companies tend to use glossy finishes, as they make product pictures and images stand out more.
Your layout and design of inside pages should work well with the content. Use benefit-driven headers and sub-headers to trap the reader's eye. Include a lot of white space to help make the brochure readable.
Make sure the brochure's visual elements - color, imagery, font, logo, etc. - align with and support your brand. Consistency of name image is really a key ingredient in earning your prospect's trust.