The key to writing a successful marketing brochure is to make the reader want to read it. If no one opens the brochure and reads it, the marketing message will never reach the audience for which it is intended.
Why Should They Read Your Brochure?
The cover is the key to getting someone to read a brochure. And the headline on the cover is the key to enticing the reader to open the brochure and read it. The headline must be compelling and grab the reader’s attention.
Find a Need
A compelling headline awakens the reader to the fact that they have a need. For example, the reader may want to save money on their heating or electricity bill. Such a reader will be interested in reading about products that use less energy or make their current system more efficient. A compelling headline for this situation would be, „Save Money on Home Heating Costs with . . .“ filling in the blank with products the brochure is promoting. The design of the cover should show the headline in large, readable type and be in keeping with the image of the company it is promoting.
Fill the Need
The purpose of the brochure’s cover is to entice the reader to open the brochure and read it. The text inside should clearly tell the reader how the products or services of the company can fill the need he has just been made aware that he has. It should be written with short paragraphs and plenty of subheads, lists and charts to make the point obvious. For example, how the product saves energy costs should be explained in clear language. Technical terms such as the R-value of insulation or the percentage of savings that can be expected should be included to support the claims being made.
Call to Action
The last step is sometimes ignored, but it shouldn’t be. It may seem obvious: the desired effect is that the reader buy the product, or call a salesperson, or take some kind of action. The action the reader should take should be stated clearly, with helpful information such as a location where the product can be purchased or the phone number to call to make an appointment for a salesperson to call. Failing to include this step can leave the reader confused as to how to proceed.
Designing the Brochure
The most important thing is to make the brochure legible. If colors are used, they should help things stand out, such as the headline and the company phone number. Brochures are generally folded; a paper can be folded in half or in thirds. Each panel should be treated as a separate page with its own margins. The text should start on the inside and continue to the back if necessary. The back panel can be reserved for a company return address, especially if it will be mailed.
Complete the Brochure
An effective marketing brochure can be printed in-house with a color printer, or can be uploaded to a printer’s website to be printed professionally. If the in-house method is chosen, special paper designed to be used for brochures can be purchased a paper supply stores and office supply outlets. Once the brochure is printed, it can be mailed or handed out to customers as it was designed to do.