The decision on whether or not someone will read your brochure is usually decided in the first 5 seconds they look at it. What kind of message are you communicating in that five seconds? Will you make a favorable impression with your prospect? Will you move your prospect closer to the sale?
There are really only two key elements that will determine how well your brochure is received by prospects. These two elements will ultimately make the difference in your brochure being a tool that makes you money, or just something else that costs you money.
What are those two all-important elements: 1. the Image or look 2. the Message
Here are 5 things you should keep in mind when you are evaluating your layout and your printer.
1.Choose Offset Printing. Offset printing is a type of printing that causes the ink to become a part of the paper. Offset printing creates a rich, vibrant look that digital printing can’t touch. Offset printing isn’t all that common because good Offset printing presses cost in the millions of dollars.
2.Choose Thick Paper – preferably 100# Glossy. If your brochure is too thin or too light-weight it might appear cheap. You don’t want that impression to be transferred to your business. The most common paper weights are 70# and 80#. 100# is a little less common which makes it stick out. Plus, 100# feels heavy and high-quality. Glossy paper takes the look of quality up a notch.
3.Add Aqueous Coating. While this isn’t the industry standard, aqueous coating adds a layer of style to your brochure. Plus it causes the colors to “jump” off the page so to speak. It makes the whites appear whiter, and so on. Ask your printer if they offer aqueous coating. If it doesn’t cost very much to upgrade, it’s worth it. There are a few printers out there that offer aqueous coating FREE.
4.Use Full Bleed. Full Bleed is a print term that simply means the colors run to the edge of the page. Some printers charge extra for full bleed, some don’t. If your brochure is not full bleed it will leave a border of white around the edges that looks a little amateurish.
5.Ensure a Consistent Look. Your brochure should fit into a well designed marketing campaign. It should have a similar look and message as your postcards, flyers, reports, business cards, etc.
So we discussed the importance of the look or appearance of your brochure, but, the message on your brochure is just as important. Ultimately you need to say something of value in your brochure if you want it to move people closer to the sale. Here are a few tips to keep in mind to ensure that your brochure has the right message.
1.Speak in Terms of Your Prospects Interests. There’s an old saying that all people are tuned in to the same radio station – WIIFM, which means “What’s In It For Me?” That is the question that all people will be asking on a conscious or subconscious level as they read your brochure. Only talk in terms of your prospects wants and interests.
2.Focus on Benefits, not Just Features. Features are the technical aspects of your product – i.e. power sunroof. Benefits are the enjoyment or satisfaction your customer will get from that feature. Remember that people buy the benefit that your product will bring them not the features. For example people don’t want to buy a treadmill; they just want to loose weight and look great. They don’t want to buy a washing machine; they want clean clothes with no effort and so on. Don’t stop at features; make sure you mention all of the benefits that you offer.
3.Brand Your Logo and USP. This falls under image and message. Make sure you put your logo and your USP (Unique Selling Proposition) together. You want to reinforce the fact that your company is different and better than the competition.
4.Have Some Kind of Offer. To get the most out of your brochure have some kind of offer. Offer a discount, a free report, a sample, a free trial, or whatever makes sense for your business. Having some kind of offer will increase the chances that your brochure will generate sales.
Following these 4 tips will greatly increase the likelihood that your brochure will be noticed, and read, and, hopefully it will aid in making a sale. If you don’t follow these 4 tips, then you brochure is probably headed for the trash.