Ok – so you’re looking at having a new printed brochure designed. That’s the easy bit; find a designer, give them the brief, work on the copy, work with the designer, sign it off, get it printed and there you are…..new brochure.
However, if you and your five competitors are all doing the same how are you going to stand out a little or even a lot? How are you going to ensure that your printed product gets the attention you need it to? For example, will it be read and will it matter to your prospect in helping them to select your business as its new supplier?
These top 5 tips will help to answer those questions.
What’s the purpose?
When considering having a new brochure designed and printed ask yourself what objectives you have in mind. Is it to replace a tired old ineffective brochure? Are you launching new products or
Having clear objectives will help to deliver return on your investment.
Quality imagery – preferably bespoke.
No one likes a brochure that’s littered with stock imagery. It’s impersonal and if you want to use photography of people in your marketing then use pictures of your own staff. It’ll bring your brand to life.
People buy from people and stock imagery these days is a turn off. Of course, where budget is a consideration and you can’t stretch to a photographer then use a quality image library and choose wisely.
Get your copy spot on.
So often overlooked but always so important.
Although every word may not be read, if your copy is engaging, fun where appropriate and suitable for the reader then this will only compliment the visual design and the intended objectives and outcomes.
Ask the audience
When undertaking a fresh marketing initiative such as designing and printing a new brochure how about setting aside the time to have a chat or two with some of your most trusted customers and partners.
Ask them what they look for when reviewing a brochure; what works for them and what doesn’t. What wins their attention and what fails.
Using customer feedback can help you deliver the content your marketplace is looking for.
Don’t be afraid to be different
Put yourself in the position of one of your customers and prospects. How many pieces of marketing material do they receive each week and month? How many brochures have they got on file for you and your competitor’s product range?
When considering a new brochure, think to yourself ‘how can we make an impact, how can we get noticed’? Work with your designer to try and come up with a creative brochure design that will capture the attention of your target audience.