Three Things You Should Know About Brochure Design

Have you ever thought that a booklet can be one of the most compelling of all your marketing materials?

It is a simple piece of paper but the first impact that your pamphlet makes is fundamental. If it’s shabby and off-putting your prospect is left with the same opinion. This will slow your business growth.

Having a leaflet professionally designed and printed is a key to success in a packed market. Taking the time to make sure that your pamphlet delivers all the key data in a way that is easily figured is something that only a professional can do.

If you are just starting out in business you may be tempted to do your leaflet yourself. When I first started in business I did everything myself – not a good choice. That is why it took me 12 years before I was even comparatively successful. Heed my warning – go professional from day one on your merchandising materials. They are an investment and not an expense. Professionally created materials will deliver you customers and the cash flow to follow – the reason why you are in business.

A booklet has to use eye-catching design. It has to be succinct in terms of the message and last but not the least, it must be successful in tempting people to make that call of action.

Here are three key design rules to follow when making a pamphlet. Use them and you will see your results flow.

1. The cover:

The cover is your salesperson. Pamphlets are quite inactive creatures and you are not often able to ‘walk’ individuals through your booklet. So you need to arouse people to read further. The cover is the starting point so must be tantalizing and sharing the KEY values of WHY someone should read further. It should answer the WIFM question – What’s in it for me.

A good design company will show you at least three to four cover designs for your booklet. Analyse these designs to examine which stimulates you the most. Ask your friends their impression. Does the cover answer the question WIFM? If it doesn’t arouse and answer the WIFM question, then skip to another design that works or get it redesigned. Taking the time here to get it right will pay premiums later.

2. The Content:

Once they are past the front then the message has to become the sales rep. So once again, the pressure is on to be great. Do not opt for cheap incompetent content writers or ask the designer to write the content or worst still do it yourself. Instead make sure that a professional copywriter is doing the work. If your design company does not have a copywriter then engage one yourself.

Check Out that all the fundamental questions that a future client will have about your merchandise are answered in a way that gets them to call you for more information. Do not go into ‘overkill mode’ and inundate them with too much information at this point in time. Remember the brochure’s job is to excite and get people to call you.

3. The call for action:

If your likely customer has read the booklet then you have done a great job. All you need to do now is give them a compelling reason to contact you NOW.

Having things like a free call 0800 or’00 number distinctly presented (in big letters) can make a big difference. Having an email address is a clear bonus. Make sure these two are clearly placed in large clear type.

Even give your clients a special voucher on the leaflet or reference code can help. But above all, make sure that you add a clear call to action. One way to do this is to readdress the KEY value of your service to your prospect in a way that will get them to take action. Remember value is everything. Individuals only purchase something that is of value to THEM.

4. The bit that got forgotten:

I did this on purpose and only said there were 3 points. Well the last point is the one that can get overlooked. It is the ‘dummy’ one. Have you checked that you have these on your pamphlet:

Phone number | Fax number | Email address | Web address | Country of operation | City / area of operation | Company name | And have you proof read for typo and grammar errors?

Discover how creative Brochure designs can accelerate your business growth using qualified Graphic Design professionals. Don’t reprint this exact article. Instead, reprint a free unique content version of this same article.

categories: brochure,graphic design,graphics,brochure design,marketing materials,business,advertising