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Here are the important things to include in a business brochure and tips on how to write and design it to ensure you convert potential customers into sales.
Great brochures are like superstar salespeople: they speak to your potential customers in relatable language, they show the most appealing benefits of your product or service to generate interest, they answer a few key questions – and then convert that interest into a sale with a simple call to action. Yes, digital marketing can do those things too, though printed brochures still have a lot of cut-through. After all, if someone has bothered to pick up a brochure, they're already interested in what you're offering. Here are some important things to include in a business brochure and tips on how to write and design a great brochure to maximise your marketing budget and convert potential customers to sales.
Printed business brochures are an investment but when well executed your message is – literally – put straight into the hands of potential customers. Graphic Designer for the Officeworks Design Services Department Kirsty Mooy says you can’t ignore the power of physical connection with customers combined with targeted messaging. “Printed brochures are a personal touch that deliver the messaging you want into customers’ hands,” Mooy says. “Customers can take brochures home, read them, absorb them and connect.”
What’s more, Mooy adds, printed marketing brochures feel more trusted and high quality than digital messaging, which can be very general, and, often, websites are so vast it’s hard to find the information you are after.
Science agrees about the power of print connection.This eye-opening study used brain imaging and eye tracking on hundreds of test subjects. They were presented with digital and print brochures to measure three important thinking processes that can lead to a sale:
Before you get into your brochure design, try to think like a customer instead of a business owner.
You can get some great ideas by talking with existing customers. Ask questions such as:
Draft short, clear answers to those common questions you've had from existing customers first.
If you're 'selling' something, focus on the benefits for the customer. It's more important you explain what's in it for them, than try to highlight all the different features or options available.
Think, too, about what could motivate a sale. If you're presenting an offer, consider whether it's more or less beneficial – and convenient – for the customer to participate than if they just bought from you without the incentive.You might want data and contact details from a customer in exchange for a discount, but they might not want to share so much information with you.
Mooy says eye catching and smart headlines are also paramount, as is ensuring there are no spelling or grammar mistakes. “A printed brochure is like meeting someone new,” says Mooy. “First impressions count and you need to make your brochure desirable.” And the CTA is a must: “Do you want them to call you, visit your website, go in-store?”
As the saying goes: a picture is worth a thousand words. But an image that’s too generic won’t do the job. “Images play a vital role in a brochure,” says Mooy. The right set of images will break up text and create much needed white space so your design is not too cluttered. “You need to use standout pics, ensure they are good quality resolution and that they will connect with the customer.”
Use imaging software such as Adobe Photoshop Elements or Corel PaintShop Pro to modify each image so it tells a better story by cropping it, zooming in on a detail or adjusting the colours to suit your brand.
Hot Tip: Note, you need to own the rights to use a picture before you can include it. PrintShop Professional includes more than 260,000 clip art images and photos that are available for use in marketing material.
Mooy says there are key elements to a business brochure — she sums it up: “Have a target audience [in mind]; keep the layout clean, fresh and simple; avoid too many fonts – two or three maximum; use great images to break up text and don’t forget that CTA.”
Use this handy guide, or download our PDF checklist (below) covering best-practice guidelines to create your next marketing brochure: