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Create a Brochure That Converts
Despite brochures being seen as old school in this digital age, they can actually be a key selling tool used in conjunction with your website to convert customers.
Not only does a brochure set out clearly for your potential customers what you offer, it can also give you credibility, start a conversation in a face-to-face meeting and work as a follow-up sales tool. But how do you create a professional brochure that works tirelessly to send you prospects rather than harming your marketing efforts?
You shouldn’t just use any old document that you’ve printed in-house and call it a brochure. Then again, spending a lot of money on a slick, glossy brochure is no guarantee that it will do the job it’s meant to.
For a brochure to be effective, it needs to layout your value in a clear and concise way so people can see at a glance what you’re offering. It also needs to be visually appealing and written by a marketing copywriter who understands how to convey the vital information about your company to potential customers.
Here are 3 key tips on how to make your brochure work for you:
1. Provide the information your customers need.
Don’t make your brochure a glossy, fluff piece about how wonderful your business is. Your customers want to know what you offer, but they also want to know if you can solve their problems. Your brochure needs to be designed around explaining your expertise from your customers’ perspective. It needs to be about them and provide the information they need to make an informed decision.
2. Make it scannable.
If your brochure is text heavy and isn’t visually appealing, then people will probably decide that it will take too much effort to digest and not read it. There is so much information that we can all read each day that most of us have become adept at scanning the headlines first before deciding whether to read something in full. They will apply the same logic to your brochure. Make your brochure scannable and visually appealing, and you increase the chances that it will be read.
3. Know its purpose.
Do you know what you want your brochure to accomplish? Not having a clear purpose or end goal usually means it won’t produce an end result. Do you want people to call or buy something after reading it? Do you want it to educate people on a certain product you’re selling? Will it be used during a face-to-face discussion with a prospect or will it only be something that you pull out when you’ve finished the meeting so that you have something to leave them with? If it is something that you will go through with a potential customer, then the brochure needs to be structured in the same way that a conversation would typically flow.
Do you have a brochure already? The ultimate test is how well it helps you to convert a prospect into a customer. If it’s not doing this, then you may need to review how you can improve it.
If you’re working with a marketing team to design your brochure, then keep these three tips in mind when in the design stage and reviewing the draft. It’s better to get it right the first time, rather than pay to correct mistakes and waste time and money.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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