What to include in your brochure
August 29, 2013 by John
Brochures get the unique position among other printed marketing materials; literally, they can stand on end. Often, a brochure is the introduction to a business or event, so there are a number of things you need to consider before you put together the content. Identify what it is you want to share in order to engage with your potential customers. Consider the most appealing aspects of what you have to offer. When planning the brochures, it’s vital to keep your audience in mind.
Conveying the company mission and purpose
A clear purpose with your brand is the first thing to include. Who are you and what are you offering? What do you need? Don’t just include the company name. Think of what makes your services stand out. Keep it short; this is for the front, preferably with some art or graphics. You need to have your brand on clear display, so find an artist among friends or hire a professional graphic designer. You want continuity, both throughout the brochure and among all of your marketing. The signage outside of your storefront, your website, your posters, your brochures, letterheads – they need their common theme. You ultimately seek instant recognition.
An attention grabbing design is a must
Grab the reader’s attention and hold onto it. Your cover drew them in, so within the first two sentences you need your mission statement – that unique aspect to your business that shows your creed. Expand upon this with each section head, make them congruent because a common thread needs to tie them together. The reader should feel each section flow, and not feel lost if they opened to something other than introductory information. You can’t expect the holder of your brochure to read everything. Include subheads, and bold or spaced text that highlights important aspects or features of your services. Readers will scan before they settle in for text.
When it comes to text, grammar is key. Communicate what you and your customer will need – no more, no less. Be efficient by cutting words and eliminate phrases. Quotes will attract the eye, so if their usage suits your business, give them a shot. As far as styling is considered, choose a recognizable font face, either a simple one or your brand’s chosen one. Keep it the same throughout all of your printed materials. Font size needs to be readable.
Ensure every image adds something to the text or section/subheads. Blank space is wasted space, but dull images are worse. That same artist or graphic designer should be of assistance in this regard. Encourage the reader to contact your business with some form of incentive; mention or bring in the brochure for a discount, or get a free quote today. This eliminates any mystery an interested party could have about the next step. Include all of your contact information, and your brand needs to be represented as prominently on the back as it is on the cover.