When was the last time you stopped and read a brochure, any brochure, from beginning to end? Maybe you do this all the time, but if you’re like most people, you may not even remember the last time you did, if ever. So, who reads brochures? Even though a majority of them seem to never get read, we still find it necessary to have them. Why? The fact is, if you are a legitimate business, you are expected to have some kind of printed material for information for your customers or to reach potential new customers.
The good news is that, with a well-designed brochure, you can greatly increase the probability that people will read it and possibly choose your business over a competitor, provided it is done in the right way. There are certain characteristics that attention-getting brochures have in common that cause people to want to open them up and find out more:
Target the Reader
It’s great to have cool images and fancy headlines on the cover of your brochure, but if it doesn’t speak to the reader, they won’t want to look any further. It’s important to figure out who your target audience is and speak directly to them. Don’t worry about trying to reach the whole world; the whole world isn’t going to want or use your product or service. Find out who will most likely want what you have to offer and target your brochure to them. Use an image they will respond to and make a statement or ask a question that is relevant to their needs. If you’re too vague or try to be too inclusive, you’ll miss out on everyone.
Talk About the Reader’s Needs
Most likely, your reader will not care about the history of your company, how big or unique your building is or your vision for the future. They want to know how your product or service can help them. That needs to be the focus of your brochure. Present problems that they may have and then solve them. If a reader feels like you understand their situation and are there to help them, they will be much more inclined to keep reading. Make it friendly and personable, but confident that you have the answer they need.
Call to Action
This may seem basic, but many brochures lack a specific call to action. Tell the reader what they can do right now to solve their problem. Give them all the information they need in a clear format, so there will be no question of how to contact you. Depending on your business, this can include your physical address, phone number, email or website. Don’t be afraid to ask for their business; that’s the whole point of the brochure, isn’t it?
With a little thought and creativity, you can put together an outstanding brochure that not only looks great, but will help attract new customers and promote your business in its best light. When you’re ready to get started, contact Creative Art and we can help you create your best brochure and get your business out there to all your potential new customers!