How to Create a Powerful Corporate Brochure
Like a business card, but with so many more advantages, your corporate brochure is the marketing literature that will keep your clients or connections thinking about your products or services, or your company brand. It is essential that your brochure is well thought out and concise. It should not contain even one piece of useless information that will waste your connection’s time.
A few guidelines will help you stay on track when creating your brochure:
– The front panel is the make-it-or-break-it moment when the eye is caught by the photo, image, logo, or message printed on it. A brochure is picked up because something on the front has grabbed the attention and causes a reflex to pick it up and learn more. You have one chance to convince your audience they will find something of value if they make the effort to reach over and pick it up.
– Your brochure ironically, is not about your company, it is about the consumer. If you’re fortunate enough to have gotten them as far as picking up the brochure and agreeing to become engaged, the very next step is convincing the reader there is something for them in further engagement. The second headline is what will tell them how or why they will benefit by opening up the brochure. It should be brief and to the point. If you need to say more than one sentence or phrase, break up text by adding images, photos, or other infographics.
– The inside of the brochure should be instructional and informative, without being over-wordy. It’s tricky to manage this, and it takes thought and time. Large blocks of text will not be read unless or until you can really make a connection. Blocks of text , if necessary, should be reserved for the back of the brochure. The body should tell the reader what they must do to engage with the company.
Readers will usually not respond to a long list of information with a phone number to call if they are interested. That’s old school advertising, and it just isn’t effective. A call to action is what is needed in a brochure. Instead of printing your website address and letting the reader decide what to do with it, tell them. Lead them gently, but firmly. Use phrases such as ‘visit our website www.____.com and take advantage of our trial offer’, or ‘call our toll-free number 800-xxx-xxxx and talk to one of our professionals today’. In this way, you can lead the reader by instruction when otherwise they may just think about doing something. It’s soft-selling, and it works.
It’s a delicate balance to refrain from talking too much about the company, focusing instead on the consumer, and giving enough information about your business so that it is easy to connect with you. Aside from showing what service or product you offer, the only other pieces of self-information in the brochure should be about contacting the company. Use a logo or branding on the cover, a contact name if applicable, your website address, email contact, phone, fax, physical address and a map on the back if you want them to visit your business. Don’t let them guess even for an instant how they are going to make a connection.
Finally, integrate photos and colors that will attract the eye to the brochure. By using all of these steps you simply can’t fail in putting together a brochure that will draw business in to your company. Start finding a suitable brochure printing service in Singapore today!