DEC
2012
In the bastion of digital media, a BROCHURE is probably the most reverberating marketing communication tool that is tangible something which can be touched and held. Brochures are an important component in the overall marketing strategy which includes print, television and online advertisement, websites, emails, newsletters, social media etc.
A Brochure usually carries a “Key Message” apart from general information about the company, contact details and a specific “Call to Action” which can be a free consultation, coupon to try the product, free demo etc. The Call to Action should be something worthwhile for the prospect or customer. The challenge is to convey the message in least number of words. A Brochure creates awareness and helps drive traffic to the company website where much more detailed information in interactive form can be provided. For example: a brochure stating the launch of a new gadget can discuss about its benefits for the customer and then direct the reader to visit the website for demo videos and details about features to seal the deal.
Convenience and readability are important concerns addressed by Brochures. It can be read while on the move at anytime of the day or night without the need of any device like a computer, smartphone or tablet. It can also be retained for future reference or sharing with others in case the brochure provides really good value.
Brochures can be used for disseminating information and convincing the reader (prospect/ customer) into buying if designed appropriately for the occasion or event.
A Brochure that fits the PURPOSE:
- General Information (usually kept in strategic locations like malls, stores, doctor’s clinic, reception lounge, airports, railway stations, post offices depending on the type of product/ service or company)
- Specific for Trade Fairs, Seminars
- New Product/ Service Launch
- Recruitment Fairs (Brochure giving information about the company and (or) job profiles)
- Product/ Service Enhancement Information (Commonly seen with pharmaceutical products or electronic gadgets)
- Press Conference
- Instructional Material (For example: How to use a hair gel? ~ By a Hair Designer, How to write a will? ~ By a Lawyer, How to take care of indoor green plants? ~ By a Landscape Architect)
- Supporting a Cause (Example: Consumer electronics’ company supporting green planet initiatives, drug company supporting a particular disease support group, law firm supporting NGOs fighting international child trafficking)
Why PURPOSE is vital?
The purpose of a Brochure defines the Target Audience – the person(s) who will be reading it. It can be customers, prospects, community, stakeholders, press etc.
Brochures are written FOR THE READER. Target Audience determines the MESSAGE. The message empowers, persuades and compels the reader to ACT.
The combination of audience and message aids in ascertaining the physical aspects of the Brochure.
Making of a Brochure
The look and feel of a brochure is as significant as the message. A sloppy design and layout will easily washout a strong motivating message.
Few fundamental physical aspects of a Brochure include:
- The SHAPE of the brochure – bi-fold, tri-fold or any imaginative shape. This determines how many panels will be available for the contents and how the content will flow for ease of navigation and reading.
- Quality of paper used to make the Brochure also makes a lot of difference. It not only impacts the feel but also the cost of each brochure.
- Color, font, use of images, graphics are of equal significance. If the font is too small and too much text is crammed in, it becomes a huge turn off!
- Content is primary. People usually cast a cursory glance at brochures. Only if it attracts attention and interest do they proceed to read. Hence, the content should be about what the reader would be interested in reading rather than what the company/ professional is interested in telling. People want to read about benefits of a product or service not the gamut of features which often make no value sense. Mobile phones often talk about features but rarely about how a feature might benefit the user.
Bottomline – the educative message has to be conveyed with very few simple words and images in the most effective manner that calls for meaningful action!
- Mode of dissemination. How will the brochure be circulated amongst readers? Will it be handed over physically or left in a stand for pickup? Will it be inserted in reports?
Working diligently on the above concerns will help you design and develop a Brochure that really Delivers! The sole question is how you go about creating a Brochure that stands out and helps increase sales. Should you do it in-house or outsource it to the professionals?
Do-It-Yourself or Professional Brochure Copywriters
A Brochure gets a very short window in the attention span of a person to make an impact. There is a small gap between a person reading through it or ignoring it without even a cursory glance. There are multiple factors to be worked on simultaneously.
“Doing it yourself” can be a viable option for larger companies who might be having their in-house team to manage the project. However, for professionals and small and medium enterprises, it can be immensely time consuming and logistically challenging to accomplish the task notwithstanding the demand on resources. Creativity and originality of thought and concepts are altogether different worries.
Thus, it makes great sense to leave the task of the Brochure to professionals who can provide customized end-to-end solutions while you are productively involved in your business or profession. A small cost benefit analysis can give clear solution on how to develop an effective Brochure.
Get Professionally done Brochures that are EDUCATIVE and INNOVATIVE, Brochures that people would RETAIN and get MOTIVATED to ACT UPON driving COMPANY SALES HIGHER.
