Brochures are an effective marketing tool for promoting your business products, announcing
new services, and attracting customer attention. While the internet is seemingly taking the place
of printed media, there is still space for brochures in advertising your business. To achieve your
marketing goals, you must create well-designed brochures that leave a good impression about
your business to potential customers.
So how do you ensure that your brochures are a success? Here are some specific steps you
should take to ensure that your brochures are effective in capturing customers’ attention.
Understand Your Customers
Like any other marketing activities you do, you need to understand your target audience. What
is the purpose of your brochures? How do they address the specific needs of your targeted
customers? By understanding your target audience, you will know what they want and address
their needs more effectively.
What do you want to achieve using the brochures? Do you want more sales for your range of
new products? Are you inviting customers to a business event? A clear understanding of what
you want and your customers' needs will help you reflect the right message in your brochures.
Make a First Impression
The way you present your business to customers determines how they will perceive you. You
need to design your brochures with simplicity in mind. Customers are looking for something
impressive to the eye—but still easy to understand. The design should be in-tune with the
nature of your business and reflect your marketing goals to ensure that your brochures will get
the required attention.
Simple and Clear Message
Your message or statement should be clear and straightforward. Despite how extravagant your
brochures looks, innovative designs that incorporate simple statements to explain your products
or services to customers easily stand out. Focus on conveying your message without delving
into complex designs and imagery that take away a customer's attention. Customers will
appreciate when you convey your business message effortlessly.
Attention-Interest- Desire-Action
When creating a brochure, you have to make sure that your design process incorporates four
crucial aspects: Attention-Interest- Desire-Action. An effective brochure should get the attention
you want from your target audience, capture their interest and awaken their desire to know more
about your products and services. Your main goal is to encourage them to take action like
buying your products, paying for your services, or making an appointment.
Create Exciting Headlines and Interactive Graphics
The average reader takes around 5 seconds to glance at a brochure or cover and decide
whether or not to read it. To get their full attention, it's important that you create exciting and
catchy headlines and highly interactive graphics that relate to your customers' needs.
Use headlines to grab the reader's attention and guide them easily through your brochure. What
you want to avoid is something that is too fancy. Present your headlines and graphics in an
attractive and simple way.
Use Bullet Points
Just like any other content, readers will love brochures that present your business message in
clear points. People rarely read through entire paragraphs, so keep your brochure content short
and to the point and include bullet points.
List the most important features of your product or service in a way that will keep the reader
focused on your message. Now, you will grab their attention and get the desired actions from
them.
Add Images
Readers are largely responsive to visual cues like pictures. Including stock images in your
brochures goes a long way in conveying your message and gives additional depth to your
content. If you can use images in a way that speaks what you need, then use them. The right
images will help you gain customer attention.
Give Customers a Reason to Act Now
After you have gained their attention and built an interest in your products and services, what's
next? Add incentives like special discounts, giveaways, and free coupons along with your
brochures. Offering incentives is always a great way to attract attention and boost sales for your
business.
Tell Your Customers What to Do
Never assume that customers understand what you want them to do to get your products or
services. Include a clear call-to- action that summarizes the key goal for creating your brochures.
Without a proper motivating call, your efforts will be wasted.
Make it easy for customers to respond to your business message by proving your business
name, phone number, physical address, website URL, and social media accounts. Once they’ve
established contact with you through one of these channels—even if they haven’t bought
anything—you have a way to access them, keep them informed, and encourage them to buy.
Quality Printing
To ensure your brochures look professional and attractive to customers, you need quality
printing. If you're doing in-house printing, you should invest in professional printing products,
such as ink cartridges. You can find quality discount ink cartridges in a wide range of colors for
brochure printing online—no matter what type of printer you’re using.
Bringing it All Together
Using just one, or some, of these elements in your brochure isn’t enough. Use all of these tips
and more to engage potential customers in your business. Create your next brochure with these
ideas in mind and watch as the impact of your company grows.
If you’re interested in learning more about how to entice your customers with compelling
marketing material, check out our guide to making an eye-catching poster here!
Author Bio
Amy Trotter is an established freelance tech writer and graphic designer from Los Angeles,
California. With 10 years of experience in B2B and B2C marketing, she has helped many
businesses launch ad campaigns that are focused on attracting the right audiences. She has a
great interest in learning new marketing and design techniques.
