Believe it or not, printed brochures are still effective tools to introduce your business or cause to the world. Despite the advent of the internet, printed marketing still translates to sales and plenty of engagement, and for good reason. Nothing beats the intimate and real-time engagement prospects feel while flipping through the glossy and colourful pages of your brochure.
When you receive a brochure, you instantly know that it has valuable pieces of information squeezed in those pages. Leave the template and graphics to a commercial printing company and focus your efforts on creating compelling content.
Know Your Reader
Whatever the purpose, be it to introduce your business, present a new product or service or invite people to an event, you should always tailor the content according to your target audience. And that takes knowing who your target reader is.
Study the market well, create detailed personas and make use of demographic information so you can get in the shoes of the people you mean to reach out to. If you know your reader well, the writing process will be much easier and the content more effective. This might take a lot of time and effort, but it will be worth it in the long run. The paper has become a luxury nowadays, so use it wisely.
Sell Benefits, Not Features
Just like in the internet, readers are put off by ads. Before you rush into the call to the action, engage your reader and provide relevant information about your products and services. Enchant readers with interesting ideas, give solutions to a common problem or convince them of how your products and services can make their lives better.
Likewise, don’t burden your readers with too much information. Only keep the most relevant details about your business and highlight your key selling points. For your story to be compelling, it must appeal to your reader’s interest or emotions, otherwise, they will instantly think that this is just another advertising ploy.
Keep It Brief and Organised
Now that you’ve attracted your readers with your cover page, get them to reading every single spread. Keep it brief, straightforward and casual. Use bullet points for technical details, or better yet, present technical information using infographics. Keep it simple but credible.
Brochures are a powerful sales tool, but the power lies in the content. The bigger challenge when using this tool is how you will present information about your business or cause effectively. The goal is to make your readers read and hopefully remember what’s inside your brochure.