Brochure marketing involves a funnel process – you have to catch as many people as possible using the funnel’s wide opening before you strategically lead them to the narrow spout that impels them to take a particular action. Brochures have folds that readers have to navigate through in order to get to its marketing message and call to action.
The advantage of brochure marketing compared to others is how the information is presented. Unlike booklets or catalogs that divide its content into different pages, brochure lay out the details in a single page once opened in its entirety. You won’t have to flip through the pages to refer to previous content.
The folds allow you to practice your marketing skills in print. Each fold presents information intended to compel you to turn to the next fold until you’ve revealed the entire brochure. Therefore, it is important for each fold of your brochure to be strategically designed and written for the purpose of funneling your readers down to your call to action.
To maximize your brochure marketing campaigns for your business and increase your sales, below are advice you can follow.
Grab their attention with your brochure marketing
This all starts with your cover fold, or the face of the fold that people see first on your brochures. This serves as the wide opening of the funnel because the appealing design of your brochure cover should prompt people not necessarily within your target audience to take notice of your marketing tool.
To do this, your brochure must assume a marketing appeal appropriate for your business. Below are the different types.
- Humor - This appeal makes use of comedy to call people to the brochure.
- Emotional - One of the most popular appeals used on marketing tools, this tugs the heartstrings of people and makes them feel sympathy towards the subject displayed on the cover fold.
- Informative – Since you are encouraging people to purchase your product or service, this appeal type uses the front of the brochure to introduce what you are marketing to them.
- Straight sell - Cutting to the chase and going upfront with the value propositions of your product or service is what defines this appeal.
- Artistic – Unlike straight sell, the artistic approach is less upfront with its marketing but is just as riveting with how it creatively delivers its message to people.
Once you have a concept in mind, decide which elements you will include on your brochure. Normally, images, text, and colors are used to maximize the compelling aspect of your design. However, you need to understand how each element greatly effects the appearance of your brochures.
In our previous post entitled “Text and Image Design: Copywriting vs. Visualization,” we mentioned that an image design is used when you want to target a greater number of audience since they are much easier to understand as opposed to a text design. At the same time, if you are aiming for an image design, ensure that it expresses your marketing message clear enough so that people won’t get confused with what the images signify.
We also made mention of colors in our previous post “Understanding Color.” In a nutshell, each color has a corresponding complementary and analogous color in the wheel chart featured on the post. When designing your brochures, use complementary colors for your background and text for contrast and readability. Also, use analogous colors to define your text on your brochures according to level. Following these guidelines should make for a clean brochure design.
Lay out the information
Once your target audience is locked to your brochure upon opening the cover fold of your brochure to see its content, you need to be able to answer the following questions about your business:
- What is your business all about?
- What does your product or service do?
- What makes it different from the popular ones in the market?
- What will the customer get from this?
- What do you want to achieve with it?
- How much does it cost?
- Where and how can I buy it?
When composing the information on your brochure, it is most effective to write from the perspective of your prospective clients. You must be aware of their concerns and fears towards your business to write a copy on your brochure that speaks to them. Once all doubt has been erased, you will have a much clearer path to compelling them to your brochures’ call to action.
Take note that there is no blueprint in creating the best layout for the inside folds of your brochures. However, to give you a better idea as to what makes an attention-grabbing brochure, here is a design inspiration post featured on Graphic Design Junction entitled “20 Attention-Grabbing Brochure Designs for Successful Marketing Campaign.” Take note of the different ways that the brochure examples are unfolded to reveal the information inside, as well as the design of each.
Upon relaying information about your business, your brochures must ultimately get people to do something for your business. What you would normally want is for people to purchase your product or service to increase your profit, become a brand advocate who would influence other people to purchase from you, or find out more about your specific product or service. Depending on what you are marketing, there are multiple types of call to actions that you can include on your marketing tools. Here are a few examples:
- Phone number or e-mail address to call or send a message, respectively, to your customer support
- Physical address to visit your shop and make a counter transaction
- Website for more information about your business or to make a purchase from there
These calls to action must be displayed on the back or last fold of the brochure so that you will be able to further explain your business on the previous folds until your audience have become knowledgeable enough to make an educated purchase or form an opinion about your product or service.
For more information regarding this portion, read our post entitled “Improve Your Print Marketing Calls to Action.”
- Your cover fold must attract people to purchase or get a copy of your brochure from your stores and open the folds.
- Your inner folds should present your information in a comprehensible and attractive manner so people will clearly understand what your business is all about.
- The information must impel your target audience to perform a call to action and turn them into customers or brand advocates.