Brochure, Literature and Flyer Design
Related Terms
These terms are usually related to Brochure, Literature and Flyer Design:
» I Need Marketing Assistance» Do-It-Yourself» SamplesWHEN TO HIRE A PRO?
- When you are reaching out beyond your existing customers not familiar with your reputation or product line.
- When you do not have the resources internally for copywriting or graphic design.
- If you need professional assistance, please complete the Marketing Xperience Request for Marketing Information.
Do-It-Yourself Brochure Tips
Do you feel you need a brochure or pamphlet which can be sent out as a follow-up to a sales call or as a direct mail piece?
You can produce one reasonably. Use "The Formula" below for a tri-fold 8.5" x 11" brochure or a four-fold 8.5" x 14" brochure as a template:
- Grab attention in the headline and include a graphic or photo on the cover.
- Write introductory copy that describes your service or product in 1-2 paragraphs.
- List your benefits in terms that answer the customer needs. Benefits immediately answer "What does this product or service do for ME as a customer?"
- Support benefits with examples and testimonials.
- Use words familiar to the customer. Use industry jargon or abbreviations only if they are used regularly.
- Add graphics that complete the benefit story to support your benefits.
- The same formula can be applied to a flyer.
Brochure Design
Brochure writing is best accomplished with few, well chosen words to reach the greatest impact on your reader. Save the detailed information for another piece of literature such as a catalog sheet, flyer, formal presentation or web page. When space limits the amount of text you can use, you are appropriately challenged to make your main benefits stand out. Limit your content to three powerful benefits described in your brochure to gain client meetings or to sell your product. Save additional benefits as discussion points with the potential new customer. Attach your business card to personalize the brochure.
Headline
Write your headline to attract attention. Make a claim that stresses your strongest benefit. "Accounting As Easy as 1-2-3!" or "Marketing Ideas that Make Money". Be certain that the headline creates the theme for the brochure and matches your other marketing messages such as your trade show display, corporate communications, and website design. The headline should coincide directly with the text and graphics. The accountant headline could be emphasized with large and small numbers subtly in the background. Marketing brochures that generate sales could be demonstrated with stock photos of high energy business meetings with upward sales graphs highlighted.
Introductory Panel
This is placed on the far left inside panel of the brochure. Go beyond just listing your products or business services in a design and consider describing your benefits in an open letter signed by you. Tell your reader what has been important to you in building the business and what that means to them. Set the tone that suits your business. A paint manufacturer would use more colorful and emphatic language than a public warehouse. Remember, you will be using few words so select them carefully.
Benefits
It should come as no surprise to any business owner that the benefit to your client must be clear in your brochure. However, in the majority of the brochures we revise, we find that too much space is devoted to features of the product or service. The feature tells what it is, the benefit what it does for your customer. For example, a printer should go beyond stating the equipment used and discuss the benefits of cost savings, quick delivery, and quality. The reader of your brochure has only one question in mind, "What’s in it for me?"
Testimonials
We each have clients willing to write a short testimonial about our business. A useful technique is to pre-write the testimonial, then ask for approval to use it in your marketing materials. Write the series of testimonials to cover every facet of your business-customer service, reliability of delivery, competitive pricing, quick turn-around, impact on the bottom line, or any benefit that sets your business apart from your competitors.
Industry Jargon in Your Pamphlet
Many brochures and pamphlets are written in technical terms in an attempt to present a professional image. The problem, however, is that the reader may not clearly understand the importance of each benefit. Find common terms to explain your product or service, and if an acronym is required add a description in parentheses. EDI (Electronic Data Interchange) and POP (Point of Purchase) are terms used by manufacturers that are best expressed in complete words.
Flyer Graphics and Design
There is no shortage of acceptable stock photo sites for use in your brochure, pamphlet or flyer. Search for "royalty free" images on the major search engines. Use graphics to reinforce the text. Print a sample business brochure then test your choice of images with several business associates. If the image is unclear, change to another royalty free image. Cartoon images are generally considered risky, so be very cautious in placing those images in your brochure.
Brochures can be an integral part of your marketing material. Simply follow "The Formula" above, print, distribute your brochure, and reap the rewards.
Full Service Brochure Design & Printing
Marketing Xperience will handle all aspects of copywriting, designing, and printing your brochure. We begin by studying current brochures, catalogs, flyers, website, or any other literature. We quickly formulate a draft for your review in PowerPoint. Once you have approved this draft we engage one of our graphic designer best suited to your industry
With over 15 years of experience, you will find that we are prompt, cost-effective and produce a brochure that is designed to close the sale! Contact Us today.
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