Business Brochures

Creating a good brochure design doesn’t have to be a mysterious undertaking only obtainable by the god’s of design. The truth of the matter is, if you abide by a few basic fundamental rules, anyone can create a good custom brochure design suitable for printing. The key is to pre-plan your objective, prepare your content, and produce an appealing design. Following these basic rules will increase sales and visibility in the public eye.

Pre-planning your objective involves determining the intentions for your brochures, understanding your target market, and clarifying your expectations. What do you intend your potential clients to receive from your brochure and how will you get them to do it?

One of the best ways to conceptualize any successful marketing endeavor is to mentally remove yourself from the business owner position and to sit down and actually think like a client. Understanding your markets needs and desires is essential. If you were one of the recipients of your brochure, what would you want to see? What would you want to read? What could your business possibly present in a custom brochure to make someone say “WOW! This is great! I absolutely MUST call this company?”

When you take the time to do this, it becomes clear that it’s not as much of a mystery as one might think. Let’s consider a hypothetical brochure developed by a Pizzaria. The target audience could be just about anyone, which is great. But there’s a lot of competition in the industry. What’s going to make one shop stand out from the other? Well, first of all, not everyone is producing custom brochures presenting current sales. So, that’s one area that they would benefit. Secondly, maybe one is using 1 or 2 color brochure printing or limiting themselves to presenting sales with digital marketing as a cheaper alternative. This may work for some business models, but not others. Printing a full color brochure with a picture of a hot pizza is sure to take pole postition over it’s lesser competitors.

But what about content? What do people want from a pizzeria? Besides a delicious pizza, they want a deal. Sales are the number one reason recipients will hold on to your brochure or catalog. They want a price that’s less than the normal price. In fact, price in itself can be very strategic. A brochure boasting sales on a large, 1-topping pizza for $9.99 will typically do better than an ad for a large, 3-topping pizza for $10. The recipients aren’t thinking so much about the value of the additional toppings, as they are the fact that they’re paying less than $10 for a large pizza, even though it’s only 1 cent!

So now that you have their attention with the $9.99 pizza, what’s your objective? You want them to call and order a pizza. But, when do you want them to do it? That’s another aspect of your marketing. Catalog a timeline. In order to accurately assess the success of your brochure, you might put an expiration date on your offer. This way, there is urgency involved that will prompt the recipient to act sooner and you can track the success of your marketing within a given amount of time. The same principle is important to follow with digital sales, such as email or web promotions. Keeping a catalog of all on going promos helps determine the successful promos from the failing ones.

The design and structure of your brochure can determine the success or failure of it’s potential marketing ability. A good Brochure Design is a brochure that’s well rounded. It’s a good design, accompanied by good information that’s relevant to the target audience. Keep these things in check and you should enjoy good success from your efforts.