How can you make your sales brochures more effective? How do you write copy that gets your business brochures, pamphlets and marketing flyers read and gets customers to respond? Use these 14 copywriting and brochure design tips to create and improve the sales literature you provide customers.
After all, creating and mailing sales brochures represents a significant marketing expense. Every piece of literature you send out or hand out leaves an impression on your prospects. Leave the wrong impression, and you run the risk of losing sales and alienating customers. So, what can you do to make your next sales brochure or marketing flyer a winner? Here are 14 important copy and design tips for successful sales brochures.
Before you spend any time planning or writing brochures, make sure you understand your customer. Why would they want to buy your product? What is the most important problem your product or service can solve for them? Talk to your salespeople. Talk to customers. Check out this post for more on how to choose the right paper stock for your project.
Great copy is often the most undervalued element in brochure design. A lot of people don't understand that copy needs to be considered as part of the overall design concept.
At the early stage of any brochure design project, experiment with the copy to see if it needs reworking. Headlines aren't something to just drop in later. When thinking of how to design a brochure, keep the end purpose in mind. Is this a brochure that's going to be posted out in response to requests made on a website? Is it a giveaway at an exhibition, or a leave-behind brochure? When someone opens it, what will it say to them?
Design for that person, not for yourself. You want to know how to make a brochure that stands out, right? It's imperative, however, to capture your audience's attention and prompt them to read the rest of the brochure. Why bother taking the time to create a great brochure if your audience only reads the front and then discards it? Remember the basics.
Don't ignore the basics when creating a brochure; it should include standard information, such as company name, at least two types of contact information, a logo and tagline. It should also include a headline on the front and two or three brief items outlining benefits your organization can provide.
All text should be in brief, easy-to-read blocks to provide clarity for the reader. Don't confuse the reader. Avoid the temptation to list too much information on your brochure.
Too many messages will confuse your audience and dilute your main points. Focus on what interests your target audience in a succinct manner, and they'll come away with an accurate understanding of what you can offer them and how you'll do it. It's OK to be proud of your business, but not at the expense of cluttering your brochure with irrelevant information.
Avoid big words. There's no need to impress your target audience by using hard-to-understand words that will send the reader scrambling for a dictionary. Your goal is to provide the reader with information regarding your organization, and triple-word-score Scrabble words and lengthy acronyms are hardly the best way to accomplish this.
Make note of where your target audience is in the buying cycle. Don't waste space going on about the history of your organization if your readers have done business with you before. Also consider the level of understanding your prospects already have about the topic. Are they experts, novices or somewhere in between? Keeping this in mind will help you avoid alienating readers by talking down to them or confusing them.
Your headline will determine whether a prospect picks up and reads your brochure or tosses it aside. Avoid using headlines that don't tell the reader anything about the contents of the brochure — for example, "Make a Good Impression.
And for what purpose? You can provoke a reader's curiosity without being vague. These example headlines spark interest while also telling readers exactly what they'll get from reading the brochure:. Don't be afraid to use "power" words like free, quick, easy, results, exclusive, proven, etc.
What they lack in originality, they make up for ineffectiveness. Your brochure should focus on one product or service. A trifold brochure only has space for about words, so keep words, sentences and paragraphs short. Edit ruthlessly and include only the most relevant information, leaving room for white space and images. Big walls of unbroken text look intimidating to readers, so use subheads liberally.
Try not to put more than a couple of paragraphs in a row without introducing something else to break up the monotony, such as a subhead, bullet-point list or image. With the help of Lucidpress's online drag-and-drop editor, you can quickly design a professional-looking brochure with elements like callouts, pull quotes and tables.
The typefaces you choose should be easy to read and consistent with your branding. Often, if the subhead copy is in a serif face, the body copy will use a sans-serif face, and vice versa. There are some great free tools available to help you select a complementary font pairing.
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