How do you create a great brochure? Just follow these 4 steps
A brochure isn’t just a folded sheet of paper – it’s a powerful tool which, when done right, can greatly increase your brand awareness.
In a world where everything is online, you may be surprised to learn that consumers still appreciate physical brochures. Your company’s brochure acts as a showroom, so how can you make yours successful?
In this article we guide you through four points to creating a great brochure.
Get your copy right
While creating good copy for your brochure is crucial, it’s often the aspect that is most overlooked.
A great brochure doesn’t just consist of captivating images, fun colours, and fancy fonts – written content is much more important.
By spending all your time on perfecting the superficial elements of a brochure, your company’s message is left underdeveloped. After all, it’s what’s on the inside that counts.
Copy is written content that has been created for marketing purposes. Good copy can ultimately persuade the reader to carry out a certain action, such as signing up to a mailing list, contacting your company for further information, or even going on to make a sale.
The copy in your brochure should be persuasive, engaging, and in keeping with the style of your company. If your business has a professional or casual undertone you should be keen to display these characteristics.
Your written content should reflect your company. Likewise, if your company has a tongue and cheek attitude you should proudly display it in your writing.
Good copy isn’t “one size fits all”.
Understand your audience
Many people assume creating a brochure for the general population has a higher success rate than targeting a specific group – this isn’t necessarily true.
In fact, a brochure with no one in mind will fail to capture anyone’s attention.
Say you run a travel agency and want to create brochures for your different package holidays. Is it a family adventure holiday you’re advertising or a romantic getaway resort? The way you word your brochure will all depend on who you see reading it.
By doing your research into your readership you will gain a better understanding of your audience – and a better understanding of what makes them buy a product.
Keep it simple
The rule of simplicity applies to phrases, headlines and fonts.
You should use simple, short statements as headlines to catch the reader’s attention. A headline should engage an audience and give the reader insight of what your paragraphs contain.
If you use a headline that is ambiguous, features complex language, or is too long, you risk discouraging your audience from reading your brochure’s content for fear they won’t understand it. If your headline is poor, they will simply expect the rest of the brochure to follow in the same manner.
Similarly, don’t use obscure fonts. You should keep your typography elegant, simple, and easy to read. If a font is an inconvenience to read, your brochure will remain unread.
You should be cautious when using multiple fonts throughout your brochure. Limit your typography to 2 or 3 different font styles as a maximum. By doing, your brochure will feel like one consistent piece, rather than sections of text that has been copied and pasted in.
As stated previously, your brochure works as a showroom for your business. If your showroom is inconsistent it will appear unorganised. This can discourage customers from wanting to find out more.
Don’t forget your call to action
A call to action is a statement directing the reader to contact your company. It can be as simple as asking them to “call us today”.
Your brochure could be the most compelling piece of literature you’ve ever written, but if it lacks a clear call to action then don’t expect readers to contact you.
Your readers are busy and have a number of other priorities on their mind. If they have taken the time out of their schedule to read your article, they can be apprehensive to spend further time contacting you. Make it easy for them by including your phone number and email with a small nudge for them to get in touch.
Don’t leave it to chance – hire a professional copywriter
Not everyone knows how to write for their business and not everyone enjoys writing either. Luckily, you don’t have to spend hours thoroughly researching a subject – to then sacrifice further time to write a full brochure.
Thousands of businesses just like yours have already hired copywriters.
We capture the voice, tone and attitude of your company and incorporate it in our writing. In fact, we write as if we were a part of your company.
Does your company need blog posts, articles, brochures or any other written content? You can trust our team of professional writers to create all of these at the highest standard.