Five Questions to Ask yourself Before Brochure Printing

Lynne Saarte asked:

Brochures are great marketing tools because they have a variety of uses. But, if you do not know the fundamentals of brochure printing, you could end up spending more money than needed, or you could produce poor quality brochures. Here are five questions to ask yourself before each brochure printing:

1. Who is your audience?

Knowing your audience is super-important when designing and writing your brochure. By knowing the preferences of your audience, you will know what kind of images to use, what kind of information they would be most interested in, and you will know what motivates them to take action.

2. Will your brochure complement other marketing materials or will you mail it or hand it out by itself?

Brochures are marketing powerhouses because they work well alone or with other materials. If you are planning on sending out your brochure by itself through the mail, then you will need a more detailed brochure that gives lots of info about your product or service. If you are going to hand it out at a trade show with other marketing materials, then your brochure should only highlight the top benefits of your product. Brochures best tell photo stories when paired with other printed material like letters or flyers that provide specs because of their colorful and slick nature.

3. Which function do you want this particular brochure to serve?

Let me say it again: brochures have a variety of uses. Just wanted to make sure you got that point! Because brochures can be used for different functions, it is best to pick one function to focus on per brochure:

More Info brochure: This type of brochure is very detailed and is generally mailed out after a customer requests more information.

Point-of-Sale brochure: This type is what you see next to cash registers in stores or up by the bank teller window.

Direct Mail brochure: This type of brochure is mailed to potential customers to entice them to call you or to introduce your company and product line to them.

Sales Support brochure: This type is created especially to aid sales people when they are making a sales pitch.

4. Is your message clear and concise?

Before you start writing, you should outline what exactly you want to say and where you want to say it. The best way to ensure your message is clear and concise is to pick an overarching message that everything in your brochure alludes to. So, if the focus of your brochure is about how your product saves customers money, everything in your brochure should show or tell how your product will do just that. Everything should focus on how you save customers money. Images, charts, photos, text – everything should go back to saving money.

5. Is your brochure organized in a logical fashion?

If your brochure jumps from one topic to another without any logic, readers are going to get confused and just throw the brochure away. Make sure your design is not cluttered (remember: less is more), and that you make a logical progression of facts through the brochure. Start with an introduction or overview of the product or service, and then go into benefits, then frequently asked questions, then in-depth product info, then whatever you think comes next. Think of yourself as the reader and answer whatever questions you come up with in a logical order in your brochure.

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