No one can deny the importance of digital marketing in today’s world. We see approximately 4,000 ads a day according to Biz Journals, and many times we don’t notice the subtle marketing techniques at play. Digital marketing is definitely leading the reins in a fierce marketplace competition, but print collateral, like brochures still have an important role to play in a balanced marketing strategy.
When considering the variety of print collateral available, developing a professionally produced brochure suggests a higher budget and an established reputation and brand. The tangible interaction a brochure creates has the power to develop a strong connection with clients and potential clients alike.
So, what makes a brochure worth looking at? How will your message fight through the sea of marketing we’re bombarded with every day? The following 5 Tips will help you create the perfect brochure to connect with and inspire your target audience.
Your “salesperson” should attract attention, generate excitement, and establish trust. It can make a great first impression and intrigue you to ask more questions, or maybe call to learn more about the products or services being offered.
When you organize your content in a way that increases visual flow and appeal, your important information is more likely to be read. A professional designer will make sure your brochure has a theme that highlights your message, while remaining consistent with your brand.
Choose photos or graphics that will complement your message and define the focus of the brochure. Either the images will engage the reader, or they won’t. The key is to guide your readers to the ever-important call to action that is the true gauge of your brochure’s effectiveness.
If you can, provide value by including a handy reference of some kind (e.g., a map of town attractions, a chart, or guide) in the brochure. This will help to dissuade readers from throwing it away.
What action do you want your reader to take? The call to action is usually found on the last panel of a brochure, along with contact information. This is where you can offer an incentive to get them to take the next step.
Calls to action can be:
As you can see, brochures can be a great way to solidify a relationship with your readers. Give them something memorable that they can touch and relate to. Maybe, if they’re like the rest of us, they get a little tired of all the ads flashing across their screens. So, isn’t it time to give them something different?
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