Brochure Design

A great Brochure can do wonders for your organization

Brochures are so versatile, it’s no surprise so many of our customers find them an essential part of their marketing. Whether they’re being popped through letter boxes, inserted into newspapers, posted out or propped up on the counter – they look great in glorious full colour and are incredibly low cost.

Many things will affect the response you’ll get from your brochure campaign. Answer these questions and make your brochures work harder for you:

Before you start, think about the answers to these questions and it won’t be long before your competitors are sobbing into their tissues.

What’s the brochure’s purpose?

Will you be mailing the brochure by itself or as part of a bigger pack? Is it for an exhibition?  How will you distribute it?

Who’s your audience?

Existing or prospective customers? All of them, or just a section? Who will be reading it – executives, creatives, techies, kids?

Who’s Your Target Market?

Who are you trying to reach? Are you selling to consumers or businesses? Where do they live? What industry are they in? What age group? If you can’t answer these questions, you’ll find it a bit trickier to find the right way of targeting your market.

What’s Your Point, Caller?

Presumably you’re investing in marketing to win more business. We do it all the time, so there’s no need to be shy. Think about what makes you different or special. What problem can you solve? What need can you satisfy? What’s your Unique Selling Point – your USP? Why should they buy from you?

Who should be involved?

It’s best to get decision makers involved at the early stages. Have a brainstorming session to thrash out your ideas.

How much can you spend?

It’s best to know your budget from the outset. That way, we can find the best solution without breaking the bank.

Who’s going to write it?

You got good English grades and want to write the copy yourself? Many people do. Pick up a book on copy-writing and get some tips. But edit yourself aggressively. If you can use half the words, do. We can help with a bit of polish if you want us to.

Who’s going to design it?

You may cook a garlic bread, but could you cater for five hundred? If you’ve tinkered with a design package, you may consider designing your brochure yourself. Do so at your peril. You may end up with a lame brochure that does more harm than you think. Leave it to the pros. We’d love to help – get us involved early in the project.

What photography will you use?

Photos sorted already, or will you need some taking? Or will low-cost stock photos do the job? How many will you need?

How much detail do you need?

It’s tempting to include every little nugget of information. Great brochures are often uncluttered, with lots of white space. Keep it clean and relevant to your audience.

What’s In It For Me?

We’ve seen brochures which are no more than business cards – a name, a number and maybe a list of stuff they do. When you get a brochure like that, what do you do? Save it or bin it? The most effective brochures use time-bound offers. Maybe “half price this month”, “free teddy with every quote” or “free consultation during November.” Think really hard about offering an incentive – and the level of it. “5% off” may be enough to get some interest… but what would “25% off” do to the response?

What Do You Want Me To Do?

What’s the next step? You don’t need to close the deal there and then (although, if you can, do it!) Tell them what you want them to do next. “Call now for a free sample”, “Bring this brochure to…” or “Email us for a quotation.” Spell it out. Make it easy for them to buy from you.

How Will You Reach Me?

There are many ways to get your message out. Try inserts in a local free newspaper, or pay some local person to do a door to door drop. For a more targeted approach try an insert in a newspaper / magazine read by your target market.

What are your competitors doing?

Gather together competitors’ brochures. This will help you decide what to cover. You need to look at least as good, if not better.

Who’s going to proof it?

Not anyone who’s been involved! People tend to read what they think they’ve written. Use a fresh pair of eyes and meticulously check every detail. It’s worth the effort.

What Will It Look Like?

We’d recommend that you spend at least 30% of your budget on design. Design can mean the difference between success and failure. A badly designed brochure may do more damage than you think. There’s no such thing as a second impression, so get it right first time. We can help. Design is our business, after all. Talk to us.

Anything Else?

Leaflets are a wonderfully effective marketing tool… when they’re used correctly. We want you to be successful for selfish reasons – you’ll invest more with us if you are. Let us help you succeed – get us involved from the start. And, good luck!