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.