Potential clients are constantly judging your print brochures. And why shouldn’t they? Brochures are a reflection of your business. In a matter of seconds, based on your design, content and images they will decide whether they like you or not.
Clients look at brochures as a preview of what they can expect from your business. It is up to you as a business owner/service to strategically reveal just enough information for potential customers to seek you out further. You have the power to control what headlines, graphics, language and tone they will see. Here’s how to make these fundamental features stand out!
- Don’t try to appeal to everyone
Business leaders make the mistake of trying to target a broad, undefined audience. This business practice will get you nowhere. Instead, focus on building a profile of your target audience and really getting inside their head. What is this target’s motivation? What is the problem they’re looking to solve and what solutions will you offer? Fundamentally, how can you as a business help them achieve their goals and objectives?
- Begin a relationship
Potential customers want to get to know you before making an informed buying decision. Help them speed this process by providing case studies and testimonials based on previous client’s experiences. Find a spot on your trifold business brochure to highlight positive relationships that previous clients have had. This will surely jump start the relationship-building process!
- Use high quality images. They make a difference
Your brochure’s images have to speak to your target audience in a way your content cannot. High quality images bring your products and services to life as though they are right in front of you. By choosing high resolution, (300 dpi or more) professional images will look flawless within your layout design. Most importantly, they will showcase your business’s credibility, professionalism and trustworthiness. Based on your images, your clients will get a sense of how you operate.
- Make sure your brochure matches your brand
A print brochure’s design can help express your brand’s identity: your values and ideas that people associate with your business. This is a representation of who you are and what you’re offering. When designing your brochure, make sure the text, images and colors make sense for your brand.
- Write clear and compelling content
Using simple, persuasive language write about what your business/product. You should always write in the active voice and use strong action verbs to get your point across. By implementing this style of writing, you’re able to write shorter and more compelling sentences. When it comes to writing content think about it as an elevator pitch. If you had 30 seconds to explain your business to potential customers, what would you say? Is there a unique story behind your business? People tend to gravitate to stories so don’t be afraid to use storytelling to sell your brand image.