Why does your company need a brochure?

In promoting your product or brand, a brochure is a great way to reach potential customers. The format allows you to exercise a great deal of creative control over the design and copy, so that you can present your company in the most attractive, intriguing, and persuasive way. Even in an online world, a well-designed brochure is an essential and highly effective part of your marketing/sales kit.

Five steps to making a brochure.

1. Prepare basic information with your marketing department. Define who your target audience is and explain how your product or service meets their needs.

2. Determine the tone (humorous, helpful, etc.) and the key message.

3. Write the copy (text) yourself or, if no one in your company is an experienced writer, hire a professional to write and/or edit and proofread your text.

4. Hire a graphic designer to create a piece that’s appealing and eye-catching.

5. Have the brochure printed (or, for electronic delivery, create a PDF).


Copy requirements:

Headline with focus on the customer. Tell your customers what your product/service can do for them.

Main message. Begin with the customer, not the product.

Identify yourself. Tell the customer who you are and what you offer.

Explain why you’re better than the competition (but don’t overdo it). If you’ve been in business for a long time or your product/service has won awards, make sure they know about it.

Tell your reader how can you can benefit them. Focus on benefits, not features. Explain how your customer can increase their productivity/sales or improve their life by using your product/service.

Always provide proof, if possible. Use clients’ testimonials to establish credibility. Back up your statements with specific facts and figures.

Services/products. List your products and services and guarantee them.

Contact information. List your address, phone/fax number, email and website.

Tone, style and structure.  Speak  to your customers with a friendly, consistent voice. Be brief, clear and direct, and avoid industry jargon. Organize your content with short headlines and subheads. Put your key messages in the  headlines and the subheads to help readers skim information.

Don’t date the brochure.


Design requirements:

Eye-catching image. Grab your customers’ attention with a striking image or graphic.

Keep it simple. Use one image for one idea.

Be consistent. Your brochure should have consistent look, feel and design.