What an Effective Brochure Should Have

Lynne Saarte asked:

An online marketing campaign is a great way to promote your business to a wider range of prospective clients. However, having an online store is not enough to help you succeed in your niche. Your online store needs a printed marketing material to complement it. That’s why you need a brochure printing project to balance and supplement what you have in your website.

To support your online store, your brochures should have the following ingredients to make them fully effective:

Your brochure should have what your target readers want. Unlike your business cards, your brochure printing content is all about your target clients. It’s not about how good you are or what products you have to offer; rather, your brochures should have information about what your target readers would want to read. What do they need? What are their problems that your business can solve? What do they need to know before they buy your product? When you can answer your target clients’ questions, then you’re on your way to having a very effective brochure printing project indeed.

Your brochure should have what it takes to motivate your target readers to look inside. Your front cover will be the first thing that your target readers will see. Get them hooked with a well designed front cover that they’ll decide to read more. Use catchy headlines or make an issue of how your target readers may benefit from your products and services. This will definitely help in making your target readers feel motivated to pick up your brochure printing item and open it to read some more. Use motivations like a free report, an exclusive discount, a free gift, an invitation to a special sale. Give them what they want and they’ll give you what you ask of them.

Your brochure should have a visible list of your contents. Let your target readers decide on what they would read or how they would want to go through your brochure printing material. They can easily go to the product they need to see if you have clearly provided a table of contents in your brochure.

Your brochure should have the benefits. Always remember that your target clients care more about the benefits they can get, rather than the features of your products. The benefits are what sell your products and services. Not the features. To make your brochure printing copy more effective, you can combine your product’s features with that of the benefits. For example, when you’re selling a personal computer, you can include the specifications of the unit and then include how the bigger the memory can make your computer run faster hence, the faster it is to create documents. Or if your car has a 300hp engine, this means that you can go faster than that of the regular engine.

Your brochure should have what it takes to be a keeper. Information that will encourage your target readers to keep your brochure printing material is always the most effective one to develop. Keep it, refer to it at a later time, and pass it on to another – these are goals you should aim for when you start to develop your brochure printing project. You can provide how-to articles and features so that your print brochure can have something of value that they can use as reference in the future. This would also help them refresh their memories and make your business more memorable.

It is not enough to create a brochure printing project to help you market your business. Rather, it is important that your brochure printing project gets you the attention you desire and at the same time provide your target readers reasons for them to read more and buy your products. Now that’s a very effective brochure printing project indeed.

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