Brochures: How They Work and How to Produce an Effective One
A brochure is a valuable tool in building your business. Like a business card, but with far more information, it's something your prospect can hold in their hand, examine and consider. Like a business card it contains your contact information, with the addition of images and colors that help to convey your brand or the spirit of what you do. Read here to learn more about how brochures work for you, and what makes an effective one:
How brochures work for you:
These simple, paneled folders can alight any number of places and help to spread the word about your services and products.
* In a direct mail envelope, along with a letter, a brochure tells your story simply and underlines, usually with photos, your cause or your product.
* In a simple plastic holder on a check-in counter at the doctor's office, or lawyer's, the brochure is available for those waiting for an appointment, and looking for something to read.
* On your desk, or on a client visit, a few brochures help you to tell your story.
* Pinned to a community bulletin board, a well-designed brochure catches the reader's eye and invites learning about your product or service.
* Brochures are easily passed from hand to hand. Picked up in one office, they may be deposited in another. For example, when someone leaves a doctor's office and heads over to the beauty salon, they may carry your brochure with them and deposit it with the fashion magazines. Now you have a whole new audience!
* Some times brochures get carried around in pockets or bags. "Wait, I've got their brochure right here!" is something one friend may say to another over drinks.
How to make your brochure effective
Here are some rules of thumb for brochures that work:
* Always include contact information (phone number, email address, web address, and postal address).
* As with all marketing copy, allow plenty of white space around your copy.
* Keep your copy short: use bullets, headings, and short paragraphs, for ease of reading.
* Your front page or panel is what captures your reader's attention, so think of a way to engage and invite them in.
* If you are producing a 6-panel brochure, pay special attention to the first panel your reader sees when they open it up. Give them, in a few words, the essence of who you are and what you do.
* Use photographs that tell your story well. No pictures of people's backs! And include photos of people in action with each other, or using your product.
* Use your brochure to answer your reader's questions. Take some time to think about what your reader will want to know, and then provide that information.
* Address your reader directly, e.g. "Here is what we can do for you." Don't just list your strengths-describe how your reader will benefit from them.
If you've done your work right, people will be curious, will want to look into your brochure. Like a butterfly, your brochure's flight isn't predictable, but it will definitely catch people's attention, ensuring connection with you and your services.
Copyright (c) 2010 Jane Sherwin. You may reprint this entire article and you must include the copyright info and the following statement: "Jane Sherwin is a writer who helps hospitals and other healthcare facilities communicate their strengths and connect with their readers."
"Brochures: How They Work and How to Produce an Effective One", was submitted 02/11/2012 under category Writing.
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