A properly written, designed and printed brochure can be one of the most powerful promotional tools. I would like to bring to your attention some of the common mistakes in brochure design, writing and printing, with some tips on how to avoid them.
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One question to ask yourself is: What is the purpose of the finished product? There are only two functions for brochure printing and the design will depend upon which function you decide.
The first function of printing brochures is to attract attention. People need to want to know what else the brochure says based upon an attention getting headline. The brochure is intended to be exposed to as much of the target market as possible, and must play upon the emotions of the customer. It must contain short thoughts, plenty of blank areas and short paragraphs. It must also contain a call to action. This is something that requires the reader to do something. Make a call, clip a coupon, go to a place, buy something or make contact.
You want to get the reader's attention and get them to want more. Tickle their palate per say. Also, before you consider graphics for a brochure, always have your message written first. After all, you only have a certain amount of space to print the message. Another important question to ask is: What does the customer want to know from the brochure? Brevity is important when writing a printed brochure, but you need to express the wants of the customer. Try to paint a picture with the words that you use. After all, a picture is worth a thousand words. Think of the way stories are told and hold the readers attention. Also, include a customer benefit whenever possible.
In the body of the brochure, be sure to show that you understand the problem and are speaking directly to it. Don't speak about the product first, speak about the problem, then how your product solves that problem.
You may even want some of the brochure to be written by the customer or an employee. It's sometimes hard for a business owner to look at the product or the marketplace with a fresh pair of eyes. You may be surprised at what you get from an employee or from a customer.
Always assume that the customer will buy the item or take the action that you want. And never ask open ended questions. Whatever questions you pose, always provide the answer to those questions. Resist the need to list all of the important features of your product. There should no more than 9 or 10 lines per paragraph.
Do not have more than 3 sentences per paragraph and try not to indent paragraphs that have a space between them. Do not start sentences with numbers or use two spaces after periods. Page layout and word processing programs put the proper spacing after periods automatically. Do not use italics on your website after using italics in the sentence.
When choosing a printer for your brochure, be sure that the service provider understands what you want to say with the brochure. What are you trying to convey? If your message is about saving money, you may not want to use glossy/flashy paper stock or colors. Your printer will be able to make suggestions regarding color of paper as well as the feel of the different paper types. Don't forget to shop around for a commercial printer that will work within the budget requirements of your project. And don't be afraid to ask questions such as: Will the brochure be mailed out, hand distributed or be in a brochure rack. These may determine the paper that you choose. Also, will the brochure have a tear out and need to be perforated.
Does the printer offer discounts on large volume jobs? Is it better to use an online printer or a local copy shop? Online printers often will be the lower cost option, but it's often a good idea to request a printed sample, unless you have a track record of working with that particular provider. Do you want the brochure printed in black and white onto colored paper or color ink onto white paper. Gloss paper, standard bond paper or cover stock? Your printer will have many samples for you to see or the online printer may send samples to you. Nothing beats seeing and feeling the samples first hand.
You may decide that after taking everything into consideration, you want to employ a professional graphics and printing team to make these decisions for you
