The company brochure is a mainstay of many a business. It sits in reception, on coffee tables, is given out at conferences and so on, all in the assumption that it will be giving the right information and impression about your company, products, services and brand.
Or is it?
Before you plunge in and commit a hefty slice of your promotional budget, think for a moment about how to create a company brochure that has impact. What is it that you need to know?
This is a common thread through many articles and so on that talk about promotion. To create a truly effective promotional campaign, using the right tools, you need to know who your customer is.
Why do they want your product? Why will they buy from you? By asking yourself simple, but effective questions like these, your promotional tools should yield better results.
Some businesses realise the potential of having professional design and copywriting service but, the problem with this is that it costs money. Thus, you may decide to save some cash and do it yourself. With care and attention to detail, you can create a decent enough brochure.
When looking how to create a company brochure that works, consider:
First impressions are important but, for some reason that remains unknown, many businesses put a picture of their headquarters on the cover of their brochure. Whether this is to show the state of the art HQ or to boast about how big their office complex is, there is a better choice of graphic that this.
The cover is the first opportunity you have to grasp attention, give some detail, create a desire and instigate action.
On one hand, if you are using your company brochure as a means of giving information then you may think that this step does not apply to you. But, read on as you may see the mileage in having a sales type ambience to your brochure.
Your brochure needs to focus on how your business/products/service will benefit them. It really is that simple. If you have a product that will save the planet, great! But does it save the customer money? Will their energy bills be less?
Of all the lovely, crafted words you have, the main areas of focus that stand out and grab attention (or alienate people) are your headline, sub headings and graphics.
The photo needs to support the text and your headings need to be attention grabbing. “Matching Teams and Strategy” is somewhat dry but “Training your team to deliver sales every day” may be slightly more enticing, especially if that is what a business is looking for.
This is such an important point, we feel the need to make it twice.
Your business brochure needs to be tightly focused on what benefits people will derive from your product and service. This needs to be seen in everything from the graphics you use, to the headlines, the sub-heading, call to action and more.
Don’t let large swatches of text take over a page. How you convey your message is important too, so break up text with bullet points as a minimum. Make sure you have plenty of ‘jump to’ headings, as well as conveying some of the information by using graphics.
Call to actions are important. More often than not, people couch a call to action in polite language. Anything from ‘why not call to find out more about this amazing offer?’ comes across as a little lame and doesn’t imply any urgency.
How about ‘call today for the latest deals’? Or, ‘make an appointment today’. Of course, this is easier if you give people a reason to act now. Time bound offers are a clear winner when it comes to a sense of urgency.
Booklets should also contain all the different ways people can contact you, engage with you and access the information they need. From your G+ page, to your Facebook, from your Twitter handle to your LinkedIn account, there are all kinds of ways that people can choose to contact you or to follow what it is you are doing.
To find out more about how to create a company brochure that delivers, contact our design team.
James Birch is the sales and marketing manager at Colour Graphics. He is an expert in quality printed marketing materials
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