How to create strong brochure – Tips for content and concept
Despite websites, newsletters, etc., brochures still have a firm place among marketing instruments. And rightly so. Because unlike the volatile online media, brochures with a well thought-out concept and informative content have a lasting value. They give weight to a company’s statements and describe the offer in condensed form. They also give a company a visual dimension: a well-designed brochure conveys a well-managed organisation.
And: In contrast to advertising letters or advertisements, a potential customer takes the brochure into his or her hands for a certain reason. Either because he ordered it or because it was presented to him at the exhibition stand. Thus he is basically ready to deal with the brochure – a circumstance which you should absolutely use through an appealing design.
The following tips will help you create a strong brochure design:
- Put the most important sales argument at the beginning of the brochure – preferably right on the cover. Because: The readers are in a hurry. They decide on the basis of the title whether they continue reading or not.
- Emphasize the advantages of your product, not its properties. The latter merely describe how a product works and what it looks like. What counts for the customer, however, is the benefit. So make it clear to the reader what your product can do for him.
Just stick to the formula “FAB”: features, advantages, benefits.
- Airbags are present in almost every car (feature).
- They make driving safer (advantage).
- This in turn protects the occupants and can save lives (benefit).
If you really don’t know why people buy your product – just ask them. Either in informal discussions or by means of a questionnaire. You will find out the benefit promises that you should definitely emphasize in the brochure. Emphasize above all product advantages that distinguish you from other providers and make you unique in the eyes of your customers.
- Define your target group exactly, their worries and needs. Then show how you can satisfy these customer wishes. This makes content and concept interesting, the reader remains attentive and open.
If you are not sure what a brochure should contain: simply write down the typical customer enquiries. Answer them and you have a basis for the content design. If you wish, you can also structure the text as a sequence of questions and answers.
- Avoid the “we” form, always address the reader directly. Do not write: “Our product works fully automatically”, but “You save a lot of time when using our product”. Try to avoid the words “I” and “we” as much as possible.
- Imagine the typical representative of your target audience and write for them. This makes the style more personal and lively; you avoid dry technician language. Write simply and vividly, do not kill the reader with unimportant details. Divide the text into clear paragraphs and work with easily readable lists or info boxes.
- Formulate short headlines that get straight to the point and highlight customer benefits. This also presupposes that you know exactly the needs and problems of your customers.
- Use testimonials – they underline your credibility. When readers learn how you can make a customer more successful, they are more open to your sales messages. But only use real testimonials, forgeries are taboo.
- You should align your brochure concept with this guiding principle. That means: Don’t tell the reader what he has to think about your company – prove it to him. For example, through case studies. These illustrate how to solve customer’s problems. Show what lies behind your “outstanding service”, “effective solutions” or “professional competence”. Tell instructive stories and avoid boring words.
- Do not use short lived information, otherwise you will soon have to print another brochure. This applies to the names of contact persons, but also to pictures of employees.
- Make the content as informative as possible. Because the reader should continue to use them for future reference and not throw them right away. For example, you can quote current market studies, bring excerpts from specialist articles or give an outlook on the future development of your industry.
- Another important tip for the concept: A brochure must contain all the information that is crucial for sales – it should be a complete sales tool. Do not assume that you will be able to place missing content in a later sales meeting.
These recommendations show you how to create a successful brochure design and take advantage of its benefits. With a well thought-out concept and useful content, you can make your product or company brochure design a strong marketing tool. Show that you understand and solve your customer’s needs and problems. Because that is the best sales argument.