As my chosen title suggests, this is an article intended to give marketing amateurs a simplified step-by-step process on how to come up with a brochure that might not be the most spectacular marketing piece anyone’s ever come up with, but one that’s effective enough to drive the point.
Brochures are commonly known as those folded pieces of paper stacked together on the front desk, in the lobby of a restaurant or hotel, or handed out during trade shows and storefronts. Simply put, brochures are very accessible to the public. The challenge, and also the goal we’re going for, is how do you make a brochure effective enough so that it won’t end up in the trash?
Let’s break it down to small parts.
First off, what is the nature of your business and who is your target market?
With the awareness of who your target readers are, the next step would be to think of the possible questions your readers might have. Some examples would be: what services do they provide, how much is it, do they have a website, can I buy online, is it a walk-in type of store and so on. It is also best to arrange the answers in the same sequence your reader might be asking those questions.
Knowing who your target audience is will help you narrow down possible designs you could use for your brochure. For instance, if your target market is young people, you might want to do a bit of research on the latest design trends or concepts out there. As an example, I’ve noticed a lot of vector art designs lately (just think iPod). It is always good to incorporate a concept or identity onto your design that would set you apart from the rest. What about trying a different shape for a change? A different folding style perhaps? Use your creativity and imagination. A different paper stock? Most brochure printing companies have various brochure stocks and other brochure options available now. The possibilities are endless!
Secondly, how do you entice the reader to turn the page and keep reading?
Don’t put all your eggs in one basket—in this case, one page. Try not to stuff everything on the front page. Play around with tactical methods on how to spread out information on each page to get your readers hooked long enough to look at all faces of your brochure.
Keep your statements brief yet concise. Organize your words and lines such that they impart your ideas within as much as a 2-second glance. Use your business’ selling points as headlines. This will encourage your reader to want to know more and read the supporting details you have provided.
Lastly, how do you make your reader pocket your brochure?
Based on the nature of your business, you can provide helpful tips or information that people can use as reference even if they don’t purchase your product or service. For instance, if you’re making a brochure for a hair salon, you could probably provide a chart of hairstyles that go with different face shapes.
As an overall finish for your brochure, make sure whatever text or design or tag line you think about printing there, leaves your reader confident about your business.