Creative brochures that work
Communication is a key to business success. Creative brochures allow business leaders to maintain contact with valued customers and prospective partners. Brochures are effective because they are quick to read, they summarize the services you provide, and they leave detailed contact information with customers and partners. In a virtual world the lifespan of a brochure might be indefinite, which creates extended costs savings.
Instructions
1. Write down the message you want to convey in your brochure. Summarize and print this message across your brochure's front flap. The average reader will put a brochure down within a matter of seconds if your message is not clear and convincing. For this reason, understanding the point you want customers to walk away with after they read your brochure is crucial. For instance, you may want to focus on your firm's history and one new product. On the other hand you may want to introduce educational or employment opportunities available at your firm. Take an hour to brainstorm on the message. To help you do this, create an outline and include:
• Overall purpose
• Key highlights (i.e. introduce business leaders, services offered, annual results)
• Company history
• Detailed contact information (mailing address, Website URL, telephone number, e-mail address)
• Theme (use the same theme noted on your Website to build familiarity)
2. Choose a brochure style that captures the essence of your business and that clearly conveys the key message to customers. Additionally, make sure that the style strengthens your firm's overall brand. Decide on a font (size, style and color) for your brochure that is easy to read and not too small or too large. Keep in mind that some customers who read your brochure might have poor eyesight.
Next, decide on a fold. You could use a tri-fold, a double fold, no fold or get truly creative and fold your brochure into a diamond or other unique shape. Whichever fold you use, make sure that it builds on your brand and helps to convey the message you want customers to get from the entire brochure (words and style). Stay within your budget when deciding upon the fold and font colors, especially if you are using the services of a professional printer. For examples of brochure folds, refer to:
• www.48hourprint.com/brochure-folding-guide.html
• www.ncsu.edu/viste/dtp/index.html#trifold
• www.designspice.com/main/tutorials/articles/art_folds.php
3. Study the psychology of color to help pick the right colors for your brochure. Besides your brochure's overall message, the colors you use will have the most profound influence on customers. If you're not sure of the impact mixed colors will have on customers, consult a marketing expert or a seasoned printer.
Sir Isaac Newton has been credited with discovering facts about light and color. Today psychologists continue to study the impact of color on the human psyche. Briefly, red is an intense color. Red encourages action. Blue and green are calming. White allows for a pause; some see it as a color that represents new beginnings.
Color is a key element in marketing. For more information on the psychological impact of color, see:
• www.precisionintermedia.com/color.html
• www.viewzone.com/luscher.html
• www.axlife.com
• www.sensationalcolor.com/messages-meanings/color-meaning-symbolism-and-psychology
4. Spice up your brochure with photos and graphics. Images add contrast and break up the rhythm of reading which can grow monotonous after awhile, even for avid readers. Images also help to peak customer interest. Pictures and graphics speak volumes. Some studies suggest that people remember more of what they see than what they read. However, Dr. Will Thalmeimer and others have found that learning depends on each particular person's learning style. That said, in order to gain the most value out of your brochure, design for a broad audience. A combination of images and words will help you to do this.
5. Determine whether you are going to design your creative brochure in-house, especially if you have a dependable color printer and are an experienced graphic designer, or whether you are going to work with a professional printer to design your brochure. If you build your brochure in-house, educate yourself on the software. Remember, your brochure represents your firm. Make it look professional. Software packages that specialize in the creation of brochures include:
• Smart Draw -- www.smartdraw.com
• Desktop Author -- www.desktopauthor.com
• Adobe InDesign -- www.adobe.com/products/indesign
• PsPrint -- www.psprint.com (provides templates for download)
If you decide to go with a professional printer, shop around. Get testimonials from the printers' current customers. Compare prices, guarantees and turnaround time to complete the brochure. Most importantly, keep in touch with the printer, and again, stay within your budget. Professional brochure printers include:
• Alter Cube -- www.altercube.com
• Vista Print -- www.vistaprint.com
• Print Industry -- www.printindustry.com (directory of printers you can choose from)
6. Be clear throughout your brochure. This short, brief document speaks volumes about your firm. Send the right message, then ask for action. Below your request for action, print the name of your firm as well as your firm's mailing address, telephone number, fax, Website URL and e-mail address. The more choices you provide customers to reach you, the greater you increase your chances of being contacted.
7. Carry a stack of brochures with you inside your briefcase or purse. Leave them at locations where your target audience frequents. Pass copies of your brochure out at vending events, conferences, seminars and other speaking engagements. Post your brochure at your Website. Include your brochure with business mailings and when paying invoices.
