Guidelines for Writing a Business Brochure
Whether you want your brochures to inspire readers to buy a product or contact you for more information, your content should be relevant and targeted. Adapt your tone to the audience you are trying to reach, and use attention-grabbing headers with short descriptions to capture their interest. Our brains are designed to pay more attention to pictures, so we use high-resolution photos and original illustrations to attract people.
Printing
A brochure is one of your most versatile marketing tools. Whether you use it to drive people into your store or website, it can help you achieve many business goals. But to get the most out of your brochures, you must know your audience. Ensuring that the design, message and content will appeal to and resonate with your audience is crucial. Once you clearly understand your audience, it is easier to determine the type of information that will be included in the brochure. The brochure should also show your brand personality consistent with your company identification. For example, if your company is known for its creativity, it’s a good idea to incorporate some of this into the design.
Lastly, including all relevant information about your products and services is important. It consists of a list of services, a description of each service, images, contact information and a call to action. You should also limit your font choices and use highlighting techniques such as bold, italic and larger text size to emphasize key information. Finally, it would help if you decided how and where you will distribute your brochures. It will affect the size, paper quality and printing technique you choose. Consult with brochure printing services to ensure the brochures turn out as you imagined.
Design
The design of your brochure should start with a clear and compelling message that entices readers to open it. The first page should display your company’s logo and headline and briefly describe your products or services. The next few pages should explain your offerings in detail, supported by a mix of text and graphics. Be sure to include a call to action on the last page, whether to visit your store or website, contact you for more information or buy now.
Brochures vary in length and content, but all follow a similar structure: the outer panels showcase your company logo and headline. In contrast, the inner panels make the case for your product or service using facts, statistics and details. You can add a table of contents to help your reader navigate the brochure.
Remember that your audience’s demands and goals will influence your brochure’s tone, language and content. For example, if you’re targeting executives, you may want to use more formal language in your brochure than you would for college students. Also, if your audience is concerned about the environment, you might include a social media call-to-action on your flyer. It would help if you also had a firm grasp on your metrics to measure your brochure’s effectiveness. For example, if your goal is to drive people into your retail location, you can include a coupon or voucher and track how many customers redeem it.
Content
The most important thing to remember when writing a brochure is that it should have a clear call to action. It could be something as simple as a phone number to contact your business or a link to visit your website. Whatever it is, it should be prominently displayed so the reader can act quickly. Choosing the right content is also important. Knowing your audience and using that information to determine the brochure’s tone, language, and graphics is a good idea. For instance, if Gen Z is your target market, a more relaxed look and vibrant colours would be ideal. However, targeting senior-level executives might be better with a more formal tone and sleek design.
Another thing to consider is how much text will go into your brochure. Too much text can be confusing and may cause readers to skip your brochure. To avoid this, break up the text with headlines and subheaders and use bullet points or numbered lists to highlight key information. Try including a table property or chart to save space for more detailed information. Finally, be sure to proofread your brochure before it goes to print. A few mistakes can make a big difference in how your company is perceived, so it’s best to do a second pass with a fresh set of eyes before sending it out for printing.
Layout
The layout of a brochure depends on the purpose of the business and the target audience. For example, a corporate client might prefer more white space and images, whereas an adventure travel company may want to include more text. The first page should grab readers’ attention and compel them to flip through. It should contain the main message and a short description of each product or service. Understanding your customers is important, so design with them in mind. Use user personas to help you define their needs and wants.
There’s nothing more off-putting than a wall of text, so be sure to use visuals in your brochure. Similarly, add call-out boxes in the headers to highlight key information or special deals. You can also incorporate numbered lists and bullet points to make the brochure more readable for hurried skimmers. Finally, use a professional diagramming tool to create the layout of your brochure. It is easy to use and allows you to create diagrams with just one click. It also has many templates you can customize according to your business’s requirements.
