Brochure Basics

Seems like no matter what other marketing a business employs, almost everyone has a brochure.  And with good reason - they're a great tool.  Even today, a solid brochure (whether you print it or e-mail the PDF) is still one of the staples of most companies' marketing efforts.

But, they aren't cheap by the time you pay for design, photographs, illustrations, printing, etc.  To make sure you get the most bang for your buck, here are some practical tips for your next brochure.

Keep the cover simple. Don't try to do too much here.  One strong graphic has a lot more impact than a montage of photographs on the cover.

Use genuine language, not hype. Avoid cliches like "committed to customer service" or "you're our first priority" in your copy.  Sincerity doesn't sound like spin.

Deal in spreads, not individual pages. You can run your graphics across two pages and make use of the sweeping scale a brochure spread provides.  Use the whole canvas.

Use subheads. They break up copy and are a Reader's Digest condensed version of your key points.

Use graphic elements/shapes for added impact.  Put Q&A's or testimonials in a shaded box to create emphasis.  And you don't have to stick with boxes or straight lines either.  Innovate.

Tell them what to do.   Give them a call to action.  And make it easy. 

A brochure is an excellent place to let your brand shine.  If it looks like everyone else's, it suggests that your business is like everyone else's too.

Comments

[Mark True]

And of course, make it look like YOU. Take a visual cue from your other materials to ensure the same colors are used, and the language is the same and the photos are in the same style.

Like everything else, let the brochure demonstrate your brand, not just tell about your brand.

It's a subtle, but important, difference.

-Mark

[Drew McLellan]

Mark,

Excellent addition -- thank you. It's the difference between talking your brand and living it.

It feels very different, both from the inside and from the outside perspective. And of course, in a brochure it's much more than just a visual tie in. The tone and style of the language, as you suggest, is equally critical and often overlooked.

In this post, I was focusing on the nitty gritty of execution. But to your point...having the brand in proper place would actually be the very first (and most important) point.

Drew

[Becci Hall]

I have a brochure that I'm proud of and it reflects these basic...I can't imagine going on a business call without a brouchure. I often wonder if they are ever read, though. Sometimes I think they are more of a security blanket ... sort of like teachers and visual aids ... gotta have 'em.

And, what do you think about using multiple brochures for different audiences (i.e. individuals vs. business)?

[Drew McLellan]

Becci,

Yes, sometimes you're right. A brochure can be a bit of a security blanket. I think if they are engaging...and talk to the consumer, rather than about the seller -- yes, they get read.

I'd be careful about having multiple brochures. Why not have brochure that is broad in scope and drive the different sub audiences to different areas on your website?

Drew