When you have info that you need to get out to your customers and prospects, a brochure can be the best way to do that. Brochure printing is a painless process that can get you outstanding results.
Brochures are versatile, which makes them a handy and cost effective marketing tool. You can use brochures to give out more info after a sales meeting, to use as a handout at trade shows or to mail to get sales leads. Brochures are more likely to be kept than postcards or flyers. Here are the basic steps to take to create eye-catching brochures that will win customers.
1. Choose your paper and size.
Your paper is the first consideration in brochure printing. You need to decide on the color of the paper (light and whimsical or dark and serious?) and the size. The size is generally a standard sheet of paper 8.5” x 11” folded into thirds or halves. Your brochure can be almost any size you would like and in any shape you would like.
To print brochures in different shapes, like a birthday cake for a cake shop, you will spend more money at the printer, but the effect will be well worth it.
Brochure paper comes in different thicknesses and glosses so you need to choose which thicknesses and coatings give off the feel of your brand. Too thin and you will seem cheap; too thick and your brochure might not fold easily and no one wants to deal with a persnickety brochure! A persnickety brochure equals a persnickety business.
2. Choose your design.
You have got bi-fold, tri-folds and Z-folds. You have got logos and photos to account for. You need some white space (blank space) to give customers’ eyes and brains a break from reading your enrapturing copy. You also need to make sure you have three key elements somewhere on your brochure: your company’s name, your tagline and your logo. These elements should not be on your front cover. Your front cover is reserved for a jaw-dropping photo or a headline that draws people into your brochure. You can get more detailed info on brochure design by Googling “good brochure design.”
3. Write the brochure copy.
Your brochure copy will depend upon your focus for the brochure. If it is introducing a new product to a new market, you will need to include some background on your company and your product line. If you are trying to get sales leads, you will need to boast about your benefits and how you have benefited people just like the ones you are trying to reach. Use short sentences that are easy to read – do not use any industry jargon here. Make sure your brochure copy follows a logical thought process for the reader. First introduce your product, then give some benefits, then some testimonials then answer some questions that might arise, then more benefits, then features, then ordering info. Whew. Are we done yet?
4. Send that puppy to the printer!
Four-color brochures look much better than black-and-whites. But hey, if all you can afford right now are black-and-white brochures, print ’em. Make sure your photo files are in the correct file format (your printer can give you guidelines) and that you have proofread everything. Then email or mail your brochure file and bask in the glory of your successful brochure printing mission! Don’t get too comfy though, because those brochures will not walk themselves to mailboxes.
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Thanks to Janice Jenkins for contributing this article to our brochures blog: