Though digital marketing is becoming highly popular and is preferred these days, print marketing still offers its own amazing benefits. Brochures are an amazing print collateral. It has a great impact on readers’ minds and builds up the reputation of the business.
In such a small space, compelling words are displayed that generate a huge number of leads. But the way of representing information on brochures matters a lot. Every word on the brochure counts and so do all the elements on the brochure.
If you want to create a stunning brochure, check out the steps to write a brochure for your business below-
1. Make an Outline
There are a variety of brochure types available but their standard format is similar everytime. The standard format that is followed in all brochures is-
- Company logo and headline is displayed in the front panel.
- The inner panel contains information regarding products and services using a variety of facts or details.
- The final panel consists of call-to-action and contact information.
Identify your target audience for your brochure. The qualities of the target audience like age, gender, location, income, interests, challenges, hobbies, etc. This helps in portraying needy elements on the brochure that will attract the target audience.
It clearly defines the tone, language and content to be displayed on the brochure. Also, the target audience helps in creating an effective call-to-action.
Furthermore, only add necessary content on the brochure. Too many elements and clutter on the page will poorly affect reading quality. Do not add information about your company, if readers are already familiar or have done business with you.
To add to this, readers must be easily able to read the content mentioned. Brochure makers need to keep in mind whether the people they are targeting are professionals or novices. Do not use complex language as it is difficult to understand and will alienate your readers.
2. Gather an Attractive Headline
After the appearance of your brochure, the headline is the next thing that gets noticed by readers. If it is a compelling one, there is a greater chance of the audience picking it up. But if the headline is boring and common there would be a higher possibility of people just tossing your brochure design aside. Check out Designhill to create compelling brochures in a few minutes.
The headline must clearly indicate or atleast give readers an idea about what will be talked about in the brochure. Heading should not be a phrase that has nothing to do with the content mentioned inside the brochure.
You do not need to use attractive yet vague phrases to complete readers to read ahead. Curiosity can be provoked in readers’ minds even by telling them exactly what is going on.
There are certain words that can have a greater impact on readers’ minds and compel them to have a look inside brochures. These words are free, quick, easy, results, exclusive, proven,etc.
3. Create Relevant Content
The content provided on brochures must be focussed. You can even directly engage with readers to produce ultimate content.
Keep creating such content that will keep your readers focussed and attentive. Do not deviate from the purpose of the brochure. But it must be brief so that readers do not lose interest and just give up reading. Next, the content must include benefits or offerings and not only qualities of products or services.
Testimonials can also be used in brochures to make the design even better. Add quotes from your satisfied customers. Add relevant information like the customer’s full name to make testimonials seem legit. Testimonials are a realistic approach and a great way to give one more reason to your potential customers to keep reading.
4. Use Simple Language and Be Concise
The brochure must talk about only one product or service. A trifold brochure usually has capacity for around 350-450 words. So, to fit all necessary details in brochure words, sentences and paragraphs should be short.
There must not be any clutter on the page. White space is a great way to let brochures breathe and make other information even more compelling and attractive. Remove any unnecessary information from the brochure so that there is enough negative space and place for images too.
No one is going to read each and every word written on a brochure. Avoid long paragraphs as they are very hard to read and a waste of time. Instead, opt for shorter paragraphs. Use subheading to give ideas about text mentioned in paras. To break monotony, make some bullet points or add images in between.
5. Do Not Use More Than 2-3 Fonts
Too many fonts will decrease reading quality. So, only 2-3 typefaces must be used while designing a brochure.
The font used should be easy to read and understand. Also, choose font that properly displays your brand identity and is consistent with branding.
If the subhead has serif font then body text usually has sans-serif fonts, vice versa.
Colour, size and spacing of font must increase readability. Fonts should not make it hard for readers to interpret information.
6. Keep It Engaging
Readers must have a reason for keeping reading the brochure. Make it engaging and a little fun.
First of all, information must be provided in an attractive way. You can even use a glossy paper for brochures to make it visually appealing. There are greater chances of people actually picking it up and having a look then.
There are a variety of interesting things that can be added to brochures like a cheat sheet, map of town with attractions, list of scholarships, etc.
7. Add Call to Action
Call to action is one of the most important elements of brochure. Without a call to action, a brochure is kind of useless.
Brochure’s purpose is to make readers familiar with particular information and then take specific action for it. Call to action is that specific action that must be taken by your potential customers.
It is usually mentioned on the last panel with contact information on it. To increase leads, you can add offers, incentives, promo codes,etc on the last panel.
For example, sign up to a newsletter, visit a website, call to book a plan, enter for a chance to win, etc are a few calls to actions. Brochures offer a variety of purposes and are quite effective in business.