Preparing An Effective Business Brochure

By Author: Robert Wiley
Total Articles: 4762
Comment this article

Your business brochure is an important marketing tool that says a lot about your business, your products, your services and your company's communication skills. A well designed, well articulated brochure keeps your business in front of the consumer by making a positive statement about the value of your services.

Your brochure is important. You want it read and you want it to last. While designers spend huge blocks of time mapping out the brochure, they sometimes forget that the most important element of a successful brochure is to define your message and stay on track. Every component of the brochure's design must be on line with the company message. Brochures that try to be all encompassing or that attempt to oversell will be cast aside with surprising haste.

Experienced brochure developers understand that the successful brochure is read or scanned by the consumer and then retained for future use. While brochures rarely sell products, they do open the doors and contact lines for your business. The brochure should be pointed at establishing those connection links between the consumer and your business.

Good ...
... brochures make the consumer want to contact your company and they explain just how simple that can be. The primary goal of each brochure must be to serve as a link between the consumer and your business.

To visualize how the typical tri-fold brochure will appear, take a typical 81/2" x 11" piece of paper and fold it into 3 panels. Each panel must contain specific information that links the consumer to your business. Remember, you only have one chance to make a first impression, so do not waste the consumer's time.

The cover should be so visually appealing that one must turn the page. Now, imagine what the consumer will see when they do open the brochure. Get their attention and hold it! Use headings and sub headings that grab the reader's attention while making it easy to scan for appealing topics.

Once the reader is aboard, speak directly to the consumer. Use an active voice to engage and put energy in your text. Be concise. Get to the point in as few words as possible. Again, the message must fit the page and each page of your brochure is a separate chapter in your company story.

Inside the front cover is the most important panel. This is where your business states its value. Use this panel to pointedly inform the consumer why retaining your services is to their advantage. Do not mix any other content with this message. At some point, deliver your company message in no more than two short sentences.

One panel should be dedicated to listing all company products and services. Do not sell but do assert information. Descriptions of products and services should be brief and in everyday language. Avoid industry phrases.

The back page of the brochure should only contain contact information. Identify mailing addresses, web sites addresses, e-mail contact information as well as all pertinent telephone information. Many businesses also list operating hours. This may also be a good place to confirm credit card acceptance policies.

The well-designed brochure will give your business broad credibility and will increase the probability of customer retention. Never forget that this marketing tool is for the end user.

No brochure can detail all your company's attributes. Make it clear that is not your message. This brochure is a summary of your services and an overview of the wonder that awaits the savvy consumer. Your successful brochure can yield big dividends for a long time to come. Spend the time and embrace this marketing weapon.
About Author:
Go Green! At ThinkWithInk.com we help the environment by offering options for green printing. For all your brochure printing needs, visit online for more information.