Guidelines On Making Effective Brochures

By Author: Brent Durell
Total Articles: 172
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You know that brochure mailing is good for your business. You have already made and sent out brochures in the past but after some time, statistics show that there is not really a significant increase in your sales during the time that you sent out your product brochures. So you wonder, what went wrong?

Look at the guidelines below and see where you can improve on your custom brochure printing.

1. Your cover should sell. Your cover should contain the greeting, the headline, the meat of your message, and your conclusion. That sounds a lot for the front cover and you are right. The challenge is to incorporate all these things in the design of your cover so that when people will look at it, they are already moved. That is because studies show that about 80% of people never make it past the front cover. So if you think that the content of the inside pages will sell your products, you are on the wrong track.

2. Simplify your cover. Instead of using a collage of many photos on the cover, concentrate on one image that will summarize your ...
... advertising message. Combine this with a powerful headline that will suggest a call to action in the mind of your readers.

3. Maintain familiarity all throughout. Your advertising message should be consistent all throughout your campaign. It should not only be contained in your brochures but also in all your other advertising venues. You need to think of a message that you want people to receive and use this in your mailer as well as your other ads. Your mailer as well should have a consistent look, flavor, and message. Do not confuse your readers.

4. Use more photos than text. People do not really have a lot of time to read so speak to them using photographs. Provide informative and convincing captions underneath. However, do not be afraid to set aside some space where you can explain the campaign and your products lengthily. You have a message and you want to inform people, so write down your message clearly. Just try to be as concise as possible. But if not, that is not a problem. People who are really interested will read further. This section is for them.

5. Highlight the important details. You may write a short article about your company and products. These will be written in the same font style and size. But if you want your readers to retain some information, you will have to highlight the details or fact. You can do this in the design, such as in putting them in text boxes or by highlighting words.

6. Communicate. The brochure is the nearest thing to sending out a salesperson to a customer, but is less annoying. You do not have to contend with a real person who can be pushy. The customer can read the material in the comfort of his own home and decide if he needs your products or not. He can just easily put down the pamphlet instead of driving away a salesman. So communicate your message much like somebody is talking to them.

Going to a commercial printing shop can do wonders for your brochures. But if you want to do it yourself, make sure to follow these principles in your next brochure printing and you will surely see your sales go up.