Brochures are a marketing tool that allows potential customers to have something tangible in the digital era like now. Brochures with beautiful designs, colors, and photos can help your product or service sell well in the market. Brochures can do several things: show a potential prospect to a company, explain a product in more detail or offer a sample of some products to attract customers. By creating concise and attractive brochures, you can increase your sales and attract more customers.
Step
Part 1 of 3: Narrowing the Topic
Step 1. Be specific
Brochures are a valuable physical marketing tool and are used to increase sales. Unlike websites, brochures only provide limited space to include information. When writing a brochure, be specific about the product or service being sold.
- Don't try to cram too many topics into one brochure. While brochures can be used to provide all of your offer information, it is often better to create several brochures. You can create a brochure for each product or service.
- For example, if the company provides room renovation services at home, such as the kitchen, bathroom, or living room, it would be more effective to create one type of brochure for one room.
- Instead of filling the brochure with extensive information, it's best to focus on just one topic. Perhaps, one brochure only discusses kitchen renovations. Include specific information about that one room so you can explain every detail, from the types of tiles available to the color choices of cabinet handles.
Step 2. Position yourself as a brochure reader
Assume you got this brochure by accident. When you see it, ask yourself what kind of information you want immediately to get from the brochure. Write down this question and answer it. You can use these answers as a guide for making brochures.
- Identify your target audience. Think about where people will get this flyer. Who are they? Are you writing brochures to customers looking for a product or service? Did you make this brochure for the team of investors or board members?
- The voice, tone, and information in the brochure will differ depending on who will be reading your brochure.
- If you want to include information about ways to renovate a kitchen so that it suits the tastes of potential customers, use light-toned sentences and include lifestyle information. Include info on options for materials and the various models you provide. Focus on how potential customers will feel when they see your offer. We recommend that you create content according to the benefits you can provide.
- If the brochure is aimed more at corporate people, or in a B2B (business to business) background, it's a good idea to include more facts and figures. Focus on information that shows how your product has a positive financial impact on investors or other businesses.
Step 3. Emphasize the benefits of the product
Instead of just providing an overview of the basic features, it's best to focus on specific topics that allow you to explain them in detail. Features describe the product or service; The benefit describes how the feature will help the reader.
- Consider including an FAQ section (frequently asked questions) that will answer the most frequently asked questions.
- Brochures are products that people will carry with them. Thus, you need to provide sufficient relevant information quickly and effectively. The brochure will act as a substitute for your marketing staff.
Step 4. Discard all irrelevant information
You won't be able to include everything you want to convey in one brochure. Because space is limited, it is important to realize that not all information is relevant. Discard all information that does not directly impact the main product or service.
- Discarding information does not mean abandoning the core of marketing material. You should still include the company logo or image, a description of the company, and a section where readers can find more information and who to contact.
- For example, if you're writing a brochure about kitchen renovations, you don't need to include information about other rooms. You simply list any other rooms that you can also work on. Don't waste space in the brochure by discussing other rooms in detail.
Part 2 of 3: Setting the Layout
Step 1. Choose a layout
The most widely used type of brochure is the tri-fold model. However, you are free to choose the layout of the brochure depending on the information you want to provide.
- Now that the topic has been narrowed down, you can start writing flyer copies. Pay attention to the number of segments needed. Create a summary to help determine how much space in the brochure is needed.
- In a standard trifold brochure, one horizontal sheet of paper is divided into 6 segments. Segments 2, 3, and 4 are the inner segments, and usually contain the most important information. Segment 2 is within the fold and usually contains extensive information with questions and answers. This information encourages readers to believe that the product will be the answer to all the problems readers have. Segments 3, and 4 usually expand and discuss more deeply. This segment provides information, and convinces the reader that the solution to the problem is in your brochure.
- Segment 1 is the front cover. This area entices the reader to pick up the brochure. Usually this is done using images that radiate positive feelings. The purpose of this segment design is to get the reader to open the brochure. Include 1-2 lines of sentences that promise benefits to the reader.
- Segment 5 is the back fold and usually contains testimonials and coupons.
- Segment 6 usually contains contact information such as phone numbers, websites, and maps.
- There are many types of folds and layouts that can be applied to brochures. Some brochures look like books or pamphlets, while others include inserts or cutouts. Don't feel like you have to use the regular tri-fold model. The arrangement of information is basically the same for all layout models. The front is used to show the results that can be obtained after using the product or service in the brochure. The next page contains answers and offers. Then, the last section provides incentives to come forward and contact information.
Step 2. Take advantage of the free space in the brochure
Whatever style or layout you choose, you need to make the most of the available space. That is, find a balance between images and writing.
- While brochures provide valuable information to readers, it's best not to fill entire pages or segments with blocks of text. No one will read your brochure if it is stuffed with too much writing. This is where images and graphics will help you.
- Do not reduce the text size so that you can include more words. If the words you want to include don't fit on the brochure sheet, it means that your brochure is too "fussy".
- Images and graphics will really help you provide important information visually. You can also include a small description of the text describing the related photo or image.
Step 3. Use a cover or front panel to grab the reader's interest
The front cover is the part that gets people to pick up and read your flyer. An eye-catching photo or graphic is much more effective than text.
- Use photos that show the product or service being offered.
- Show people are enjoying your product or service. Along with great photos, be sure to include text that “speaks directly” to the reader. Ask a question or mention the benefits that your brochure readers want.
- A slogan and 1-2 lines of text on the cover will give the reader enough information to pick up your brochure. This slogan also builds enough mystery to hold the reader's interest and make him read further to the next page or section.
Step 4. Break the information into parts
In the inner pane, use headings to divide long paragraphs of text. Space in a brochure is quite limited and don't use it all for long lines of text.
- Too much writing will make people lazy to read your brochure. Instead of long paragraphs or sections, it's best to use short sections and sentences.
- A dotted or numbered list will further separate the text, making it easier to read. This technique will also draw people's eyes to the brochure.
- Use bold headings to separate segments and divide your brochure. Provide different types of content and information for different segments. If you're discussing kitchen equipment in one section of your kitchen remodeling services brochure, use another panel or segment to highlight other aspects of your offering, such as lighting and cabinetry. Dividing the brochure into segments allows the reader to stay interested and not overwhelmed by reading it.
Part 3 of 3: Creating Content
Step 1. Speak directly to the reader
Address the reader as “you” to build a relationship with them. Personalizing your brochure will create a connection between you and your prospect.
- Talking to your readers intelligently will keep potential customers interested.
- The brochure should start and end with the customer. Before you get into the subject of a brochure that explains all the great things you have to offer, entice customers by answering questions and countering any objections.
- Focus content on providing information that sells your features through benefits. Bring up real-world examples or case studies.
- Try to answer questions about how the product or service benefits potential customers.
Step 2. Keep the brochure content focused
Your goal is to keep the reader's interest and focus. Present content according to the type of reader you want to attract with this brochure.
- If you're writing a brochure to provide guidance, include information about the company that readers don't already know. Provide a brief description of the history of the company and its differences and advantages over other similar companies.
- However, if the brochure is a sales pitch, the customer already knows your company history. Do not make them bored and reluctant to continue to the next segment by providing boring information.
- Keep the content of the brochure relevant to its purpose. However, make sure the brochure is concise enough so that it doesn't lose the reader's interest.
- Your content should highlight the benefits it provides, and not just the features. Instead of simply providing content that showcases your product, include a lifestyle atmosphere. Show how your product or service will improve a customer's life. You can do this by displaying images that show happy people using your product. Explain why current customers are satisfied.
- Get rid of boring details. Readers don't need to know every little detail about how you renovate your kitchen. Readers will benefit more from the way you put skill and competent design to produce high quality products in the right atmosphere.
Step 3. Use testimonials
Get quotes from satisfied customers to include in brochures. Be sure to include the customer's full name as well as any relevant information that helps the testimonial appear legit.
Testimonials are a great way to give potential customers further reasons to keep reading. The testimonials also support the lifestyle and solutions promised in the brochure
Step 4. End the brochure with a call to action
Direct the reader to the next step.
- This can be done by encouraging readers to visit your showroom or call the contact number and make an appointment.
- Try making an inner call to action. Again, try to use words and pictures that evoke emotion. People are more likely to act if you can create empathy. If the brochure offers kitchen remodeling services, include a picture showing a happy family eating a delicious meal in a beautiful kitchen. Then, the inner calling sentence in the brochure will try to invite readers to contact you in order to get a kitchen as beautiful as the one in the photo.
Tips
- Avoid industry-specific jargon or terms. This phrase will “understate” the authenticity of your brochure.
- Talk to potential customers directly. Try to create a personal experience.
- Make brochures short and concise.
- Use images that radiate positive feelings to the reader.
- Keep your voice and tone consistent and speak to the reader intelligently. However, the writing should also not be too dry or factual/stiff. Think of brochures as a means of telling stories
- Always use persuasive language when writing brochures so it doesn't look boring.
