Brochures are still effective marketing tools in this day and age when consumers are going digital. Today, many businesses still turn to brochures to complement a business’ online marketing campaign. For many, brochures become one of several touch points that businesses will establish to connect with its clients. For this reason, it is relevant for brands to create effective brochures to achieve the desired conversion.
Think high-gloss condominium brochures for example. Premium stock paper occasionally accompanied with fancy die-cuts instantly evokes an air of exclusivity. This is exactly what developers want consumers to feel when browsing through the content of the brochure. However, this impression can be difficult to replicate online.
With the understanding that print brochures offer a human touch that online mediums are lacking, here are some tips to perfecting your next brochure for optimal effectiveness.
Understand your consumers
Who are your consumers? The first step to creating a brochure is identifying your target consumers. Everything about the brochure should then be written and designed to tailor to them.
Apart from featuring these products or services through persuasive copy, highlight how they can solve a problem or improve their quality of life. Essentially, your message needs to resonate with them. It should point out how the product or service would ultimately benefit them. Only then will your sales talk turn into actual sales.
Use engaging headlines and visuals
Your brochure needs to engage consumers within the first few seconds of them picking it up before it would be put away for good. As such, an attractive cover is a must. Your consumer should immediately know what you are pitching to them. To do so, provide headlines throughout that are simple to understand and to-the-point. Again, your headline should point towards benefits to grab consumers’ attention. It should motivate them to read further to find out more.
Use highlight boxes
Do you have special information that would interest consumers? Place them in highlight box to draw their attention to them. Often, a brochure appears cluttered not as a result of too much information. Instead, it could be due to poor placement of information and visuals. Breaking down chunks of information into bite-size messages work particularly well.
Provide a call to action
It is not enough to inform consumers of your business’ offerings. An effective brochure also has to tell consumers what to do next. Persuade them to make a trip to your showroom or visit your website. Ultimately, consumers need further direction from you.
Use compelling words
From a marketing viewpoint, you should also give consumers a reason to act.
For example, consumers like words such as “sale”, “offer”, “deal” and “promotion”. These words suggest the availability of value items.
Additionally, phrases such as “while stocks last”, “for a limited period only”, “only a limited amount available” and “today only” provide the impetus for consumers to act now as they suggest scarcity. And nobody wants to miss out on a good deal.
When it comes to new products or services, consumers can sometimes get sceptical. In this instance, the use of strategic words is important. Words or phrases like “certified”, “money back guarantee”, “no obligation”, “results guaranteed” and “scientifically-proven” provide some assurance. Oftentimes, a simple nudge is all that is needed.
Add contact details
Finally, include contact details so that consumers can be in touch should they have any questions. If your business is on social media, include URLs to the sites. Perhaps arrange for giveaways on your Facebook page or coupon codes for your social media followers. Give them a reason to visit your social media page since it takes more than just clicking on a social media icon to get them on your page. Or at least say “Follow us on Facebook”. That is a decent call to action. Better still, add a digital call to action in the form of a QR code for your promotions. This immediately bridges the gap between print and digital.
Does your business need a brochure? Consult now.
The Articulat editorial team