Making a sales brochure can be downright difficult because this represents an object that is speaking for you or your business. Let the brochure do all the talking and just kick back and look pretty.
- Professionalism is key
Imagine printing your brochure and handling it yourself. Now, imagine if it was done on software like Excel or Word, would you want that for someone to present on your behalf? Make sure you’re using the right software. Avoid using software like Excel, Photoshop, and Paint. Some of these are too basic and others like Photoshop are more for image editing and not design. Instead, opt for industry standards.
- Use the right folds
Your brochure folds should match the content and this means understanding how you want someone to look through the brochure. Do you want the brochure to open like a gate? Use a Gate Fold or Double Gate Fold. Determine how many sections you are going to need in order to help make this decision. If you have only a few sections, opt for a half-fold or tri-fold. If there is a lot of information or detail to present, look into a double-parallel fold.
- Front Cover
Your brochure should follow AIDA, an acronym that stands for Attention, Interest, Desire, Action. How to make an excellent brochure starts with grabbing the attention of that individual or group. A beautiful, informative marketing brochure will draw your customer’s attention. A picture can say a thousand words and the catchphrase attached can make it impossible to not pick up and take a peak.
- The Headings should catch your attention
A typical heading font size might be 16-point and the body may be 12-point. The headings shouldn’t be more than 7-10 words as a single line should deliver just enough information to pull the reader into that section. Giving an appropriate heading that is backed up with your features or relevant information will convince that person the next section is going to be as informative, if not more. The further they get into your marketing or sales brochure, the more attention you have received.
- Use Infographics that pull your reader into the bullets
Infographics are graphical representations of information, data, or knowledge intended to present information quickly and clearly. If something you are trying to sell can be very complicated at the core of how it works, an infographic is perfect to present a user’s evolution throughout their journey with you or show the entire process of how a feature works. You can really make them understand who your company is and what you stand for with a powerful infographic.
- Use High-Resolution Images
A high-resolution image will use, at a bare minimum, 72 pixels per inch (PPI). However, since this is a high quality printed marketing tool, it is best to ensure that all images are 300 PPI. Printed high resolution needs to be a bit crisper and anything below 300 PPI is probably not going to deliver you that next sale.
- Bulleted Key Features
Too much information can be overwhelming and remember this is a brochure. Focus on delivering pertinent information in a bulleted form that paints the big picture. A feature-rich bullet point list goes a long way in engaging readers and creating focus. This focus will help pull them further into your call-to-action.
- Focus on readability
In the same category as bulleted key features, keep your bodies/sections readable. Break up your content with visuals, use shorter sentences, and stay away from the “WALL OF TEXT.” Nobody picks up your brochure to read a book. They want to know who you are and what you can do for them.
- Make them buy-in
Understand your audience, more specifically, understand their communication style. The closer you can get to their level, the deeper there will be a mutual understanding of trust and respect. Understand the questions they are thinking about and answer them right then and there. Your sections should be selling products, solutions, or services that are understandable to the readers.
- Let them know how to find you
Following AIDA, you’ve grabbed their attention and interest. Now, your future client should have a desire to find you and learn more. Ensure that you place the contact information on the back of the brochure. This will include the company name, phone number, website, email address, and physical address. Including a small map in this section will help. The rest of the back of your marketing brochure should continue to sell the product or service.
- Present your call to action
No brochure is going to guarantee you a lead until we’ve completed AIDA. Your action should urge the reader to act now, not doing so would allow that customer to move directly onto the next point of interest. Include special discounts valid before a specific date, a free gift for purchases before a specific date, or give them a deal that’s just too good to miss.
- Review your copy
This is a great time to go through and make sure there is just the right amount of info and not too much. Read through it, how long does it take? Do you get distracted by something in particular?
- Paper Stock and Coating
The right paper stock and coating can really add to the sale. The choice here will affect the durability, protecting your brochure from smudging and abrasions. A good stock will also make your brochure vibrant and appealing.
- Take away any risk
Lastly, if you can, give the customer a money-back guarantee. A customer might get all the way through and want to make a purchase but fear the unknown. Quell this fear by acknowledging any possible doubt they have and deliver your beautifully crafted and informative brochure to your next client.