Is it time to make a brochure for your small business? Brochures are relatively inexpensive to have printed and can let customers know a lot about your business in a small package. Typically, they will cost you about a dollar a piece to make (or less if you buy them in bulk). Here are some basics to consider when coming up with a brochure for your company.
What Does It Do?
If you can identify the use of your brochure, you can add value to its purpose. If you own a restaurant, you could include your menu; a dance school might have important dates of competitions and concerts; while if you own a home repair business, you could have vital information how to contact you and a home maintenance schedule. The key is to give your brochure a utilitarian use. Of course, the most important information your brochure should have is letting customers know what products and services you offer.
Reeling Them In With The Cover
Your first impression is the most lasting, and the same holds true with your brochure. The brochure should have an intriguing photo, your logo and possibly a tag line. Or, conversely, you could ask a question that your customers want to have answered, such as: “How can I save hundreds of dollars on my heating bill this winter?” I have found that large, sweeping photos on the front page with little text are the most compelling and get your brochure picked up. The most important function of the brochure is to get it into the hands of the people who want you offerings and you want them to read it! ‘Wow’ the customer with your cover and you will find more success with your brochure.
Open Up The Inside
One of the biggest mistakes I see in brochures is vast amounts of small text on the inside. Keep your brochures clean and straight to the point! The purpose of the brochure is for the customer to know what you do and what you offer. It is not important to write a book compressed into three panels. Think short, in small paragraphs, and keep those limited. This is a good tip for almost any marketing piece. No one likes to read – especially if the text is too small. If you want to give the customer more information, direct them to your web site or your catalog – not a magnifying glass. Some good things to add are testimonials, commonly misunderstood thoughts about your business, or one line facts.
Special Add-Ons
Think outside the box and add things into your brochure that people might not expect. This could be a coupon, or a check list. You want the person to keep your brochure as long as they can without throwing it away. Why? Because this gives them an opportunity to seek you out and become a customer. One brochure I created had a prescription form inside for your doctor to fill out. The customer would keep the brochure and bring it to their doctor who had all the information he needed to make a sale for the company.
Things Not To Forget
Never print a brochure without having your web site address on it. This is a place where the customer can find out more about your company. This is where the details need to go, once again, not in your brochure. Also, don’t forget your phone number, address and email. Consider any way that a person can get a hold of you and you should have a great brochure.
One thing to remember about brochures is that they are temporary. Even if you have an extremely limited budget, your brochure isn’t supposed to be a permanent piece of literature. Experiment with your brochures. Print less of them while you are trying to see which works best. When you get the right formula, your customers will let you know!
If you have any other tips that have worked for you, feel free to leave us a comment for others to benefit from your experience.
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