Your Brochure Must Grab Atten­tion Immediately

The pur­pose of your brochure may vary from busi­ness to busi­ness. Some are designed to dis­play ser­vices or prod­ucts, whereas oth­ers are focused on sell­ing an idea. No mat­ter what the focus of the brochure is, it needs to be read­able, intrigu­ing, and func­tional. The brochure must grab a viewer’s atten­tion and hold it long enough to deliver the per­ti­nent information.

How do you grab your cus­tomers’ atten­tion with just a piece of paper?

Here are some tips to keep in mind when you hire a design stu­dio to cre­ate your brochure:

Copy or Text is the key. Any­one can write copy, but only a skilled copy­writer can write easy-to-read, strong sen­tence struc­tures that artic­u­late your company’s mes­sage. Always lead with the read­ers’ inter­ests: their per­ceived problem(s), fol­lowed by your solu­tion. You must cap­ture their atten­tion imme­di­ately. Focus your brochure to your tar­get audience.

Ques­tion Every­thing. No mat­ter who is writ­ing your copy, make sure the head­line on the front of the brochure is in the form of a ques­tion. This ques­tion should make the viewer want to open the brochure to learn more. Try to focus on a prob­lem that is most com­mon in your tar­get indus­try then tie it directly to a solu­tion you pro­vide your clients. Don’t attempt to impress read­ers with big words. Use com­mon, easy-to-understand words that won’t cause con­fu­sion. Too much text and peo­ple won’t read it: boil it down to suc­cinct points. Com­mu­ni­cate with images and trans­form text into bul­lets where possible.

Color Mat­ters. Stay in tune with your cor­po­rate col­ors. This will help keep an over­all brand image in tact as well as strengthen the brand.

Type Issues. Typog­ra­phy should be rel­e­vant and thought out. Type is so strong that it can make or break a brochure. Stay away from typ­i­cal fonts and try to stand out from other brochures in your field.

Pic­ture This. If you do not need pic­tures to artic­u­late a mes­sage, then do not use them. Most of the time peo­ple are prone to use so many pic­tures in a brochure, they don’t real­ize they are cloud­ing their mes­sage and mak­ing their brochure inef­fec­tive. Pic­tures are great, espe­cially when rel­e­vant, but they draw reader’s eyes away from the copy which you have spent so much time per­fect­ing. So, use pic­tures with taste and if at all pos­si­ble, don’t use them at all.

Don’t assume they’ll act. Tell read­ers exactly what you want them to do and entice them to do it. For exam­ple, do say: “Call today for a FREE trial/estimate/gift.”

Brochures, just like all of your mar­ket­ing efforts, are very impor­tant and should not be taken lightly. 90% of the time you get what you pay for when it comes to design and print­ing. If you try to cut cor­ners on your brochure you will end up spend­ing more money down the road when you have to get it redesigned. Make sure you do it right the first time, and you will have a brochure that helps you make the biggest return on the investment.

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