Hard as they might try, small business professionals can only be in one place at a time but company brochures can be many places at once to influence potential and existing customers. A brochure represents your organization when you can’t be there and can be crucial to the success of your company. An effective brochure clearly and succinctly outlines what a company is all about and what it has to offer.
There are however a few key elements that make a brochure effective:
- A Good Headline is Key – The headline on the front of your brochure should always list the interests and perceived problems of your targeted audience, and be followed by the solutions you can provide. Many small business professionals mistakenly lead with their company’s basic information but it’s imperative to capture your audience’s attention to ensure they will take the time to read the rest of the brochure. Why bother taking the time to create a great brochure if your audience only reads the front and then discards it?
- The Basics – Don’t ignore the basics when creating a brochure as it should include standard information such as company name, contact information (at least two forms), a logo and tagline. It should also include a headline on the front and two or three brief items outlining benefits your organization can provide. All text should be in brief, easy-to-read blocks to provide clarity for the reader. Add graphic images and photos of your product, services and/or key personnel to add an eye-catching touch to your brochure.
- A Powerful Logo – Never underestimate the importance of a strong logo for your company. Think of your logo as a signature for your business, so it needs to be effective across many different forms of media. Take the time to create one because a good logo can generate instant recognition for your company in the minds of consumers. Also, the logo doesn’t necessarily have to relate to your business; keeping it strong and simple is far more important. Once your logo has been established, use it on all of your marketing materials in order to send a consistent message to your consumers.
- Don’t Confuse the Reader – Avoid the temptation of listing too much information on your brochure. Too many messages will confuse your audience and dilute your core messages. Focus on what interests your target audience in a succinct manner and they will come away with an accurate reading of what you can offer them and how you will do it. It’s okay to be a proud of your small business but not at the expensive of cluttering your brochure with irrelevant information.
- A Call to Action – Don’t assume your audience will be moved to contact you or purchase your product or services after he or she reads your well-crafted brochure. An effective brochure should include a call to action such as an offer to call or email for a free product sample or a free estimate or gift. This will entice readers and offer an incentive to act. Sometimes people need that extra motivation to contact you.
Regardless of your business size or financial or design resources, the above tips will assist you in creating a brochure that will properly represent your organization, impress potential customers and entice them to buy your products and services.
