How to Create Effective Brochures

Business owners everywhere struggle with creating a memorable impression of their companies in the minds of customers and prospects. Effective company branding might be accomplished with a professionally designed logo and business card, but that’s just the beginning. Well-crafted brochures and other forms of printed sales literature help owners to expand their reach, build credibility, and support other advertising efforts.

Brochures serve a variety of functions as part of a larger marketing strategy. They are designed to give potential customers a favorable first impression of the company. Effective brochures capture the attention of the target audience and invite its readers to learn more about the business or other relevant topics. They also increase company awareness and visibility.

In order to achieve these purposes, it’s important for business owners to invest in professionally designed and well-written brochures. It is not uncommon for owners to hire graphic designers to create their brochures. A good graphic designer will make sure that the brochure’s colors, text, and images communicate a positive message, encourage trust, and develop a sense of authority.

An equally important piece of the puzzle is the brochure’s content. When deciding what material to include, businesses owners need to understand where the readers are coming from and write the brochure from their point of view. What is it that the reader wants to know? How do the company’s products or services relate to that?

In addition, an effective brochure highlights the key features of the products or services and convinces the reader to take some sort of action. The information in a brochure needs to unfold logically and address any questions the reader might have. The cover of the brochure needs to capture attention quickly to avoid ending up in the trash. The content also needs to be aesthetically pleasing with plenty of eye-catching headlines, bullet points, and white space.

Business owners might have difficulty deciding what content to include in their brochures. Most companies choose to explain more about their business, write more in-depth regarding a relevant subject they are knowledgeable about, or both. A personal trainer, for example, might create a brochure about nutrition then describe his or her diet coaching services before asking the reader to call to set up an appointment.

There are many different formats of brochures depending on the business owner’s needs. These include pamphlets, mass mailed brochures, and response brochures. Pamphlets are pocket-sized brochures or tracts that are extremely portable. Mass mailed brochures are enhanced for delivery through the mail, and response brochures address questions of those already interested in the company’s products and services.

It is critical for a brochure to invite the reader to take some sort of action in response to reading the material. That call to action might be visiting the company’s website, calling the business for more information, filling out and returning a response card, or attending an event. Whatever the call to action is, the intent needs to be clear and straightforward.

Overall, effective brochures sell. They describe what the company’s products and services do for prospects and why prospects should buy them. Contact Infinity Signs for professional brochures that get the job done.

Types of Signage for Business Owners

Business owners have many different options when it comes to the types of signs used to promote their companies. What type of signage they choose might depend on the type of the business itself. A restaurant owner, for example, will most likely choose different types of signage than the owner of a cleaning service.

With all the options available, it can quickly get confusing. Here are some of the more common types of signage that business owners should consider:

  • Digital or Electronic SignsElectronic signs are becoming more and more popular as ways to advertise. Since they can be run from computers or other devices, business owners are able to easily change the content displayed on a regular basis. Digital signs are also becoming more interactive, allowing customers to learn more about relevant topics, sign up for newsletters, and connect to the business via social media. Electronic signs are ideal for businesses that need to make quick, frequent changes to signage.
  • Channel Letters – Commonly used on the outside of buildings, channel letters are custom plastic or metal letters. Channel letters add a nice three-dimensional aspect to signage, and they come in a wide variety of styles, types, colors, and fonts. Moreover, channel letters can be enhanced with LED or neon illumination to make a sign pop even more. For those on a limited budget, they are one of the most cost effective ways of drawing attention to the business.
  • Monument Signs – Monument signs are free-standing signs that either sit directly on the ground or are mounted on a base. They are often only about as tall as a person and can be made out of aluminum, sign foam, or brick. The installation of a monument sign on a lawn or median usually involves landscaping as well as masonry. One advantage of using monument signs is they give a business a look of sophistication and add to its overall attractiveness. Many business owners also choose to add lightboxes to monument signs for illumination. Others might decide to enhance their monument signs with message boards and changeable letters.
  • Message Boards – Even though message board signs come in a variety of styles, they usually involve letters that can be rearranged to convey different messages. Message boards also include digital or electronic signs that display different graphics. Message boards are extremely versatile and offer a wide array of options for the business owner looking to promote his or her company.
  • A-frame Signs – A popular option for small business owners, a-frame signs are typically set up on sidewalks to announce special offers or to direct passersby. A-frame signs are portable and able to be used for many different purposes.
  • Vehicle Wraps and GraphicsVehicle wraps and graphics are applied directly to a car, truck, van bus or even boats for mobile advertising. Vehicle wraps are excellent choices for business owners because of the exposure the company receives from them. Thousands of people around town are bound to notice a well-designed, professional vehicle wrap or graphic.

When it comes to signage options, business owners have an abundance of choices. Contact the experts at Infinity Signs for help in choosing the best type of sign for getting your business noticed.

Business Card Best Practices

Think about how proud a business owner must feel when handing out their first official business card to a potential customer. Business cards signify that the company is legitimate, and they have enormous potential to increase sales and referrals.

That’s why most entrepreneurs choose business cards as the first means of marketing their company. Business cards put a face to the business, make a favorable first impression, and save time when giving out contact information. Consider what happens when the owner doesn’t have a business card to hand out. He or she is left trying to scribble down important phone numbers and email addresses on random pieces of paper that are easily lost.

Even though business cards tend to stick around longer and are always accessible, they are increasingly competing with digital methods of information exchange. In order to stick out from the crowd, it’s important to follow some best practices for business card design and etiquette. Incorporating these suggestions will help to ensure that the cards will not immediately end up in the trash.

When it comes to design, less is usually more. Stick to the most important pieces of information like name, job title, company name, work phone number and email, and the physical location of the business if warranted. Make sure that this information is legible using fonts that are large enough. Avoid cluttering the card with too much information by leaving plenty of white space. Some elements, like QR codes, take up a lot of room.

A professionally designed company logo is a must for every business card. The design of the card should harness the power of color, too. Prospects will hold onto a color card 10 times longer on average than a standard black and white card. It is standard practice to leave the back of a business card blank or use it for non-essential information like the company tagline.

Some thought should be put into what material the card will be printed on. Most business cards are made out of cardstock. Cardstock is heavier and more durable than regular paper and gives business cards a quality feel. However, to make business cards stand out even more, consider crafting them out of an unconventional material like plastic, wood, vinyl, or metal.

Proper business card etiquette is also important to follow. Since business cards are small and portable, they fit neatly into wallets, purses, and briefcases. In order to keep them looking their best, consider a business card holder to protect them from wear and tear. Always be prepared to hand out business cards when the opportunity comes.

On the other hand, there is something to be said about being selective. Handing out a card to just anyone passing by is often a wasted investment. Wait until a connection is made and the other person appears to be genuinely interested. Some countries have different expectations when it comes to business card etiquette so it’s important to know what those are.

The experts at Infinity Signs want business owners to be successful. We offer professional business card design and printing services so that owners make a favorable, lasting impression every time they hand out their card.