Among several marketing tools available to businesses, brochures are one of the most professional and effective options. Although many other advertising materials are also effective, brochures have a compelling impact on prospects for some reason.
If brochures are that effective in marketing, then you should leverage them to promote your organisation’s brand and products/services. However, understanding what it takes to create a compelling brochure is critical.
With world-class expertise in producing high-quality printed materials, HelloPrint offers exceptional guidance in creating compelling brochures.
What Makes an Excellent Brochure Structure?
Because of their book-like design, brochures seem to carry more value than flyers and posters. While throwing away a one-page flyer is easy, people often keep brochures because they look more valuable. However, here’s the big question: What makes an excellent brochure structure?
1. The front cover
The most prominent part of a brochure is the front cover page. The aim of the front cover page is to grab the attention of readers and trigger curiosity. This emotion drives readers to look into the brochure further. The front cover page is expected to have your organisation’s name, a striking headline, etc.
2. The inside flap
Directly behind the cover page is the inside flap of the brochure. You may want to call this the inside cover.
Basically, this part should contain brief information about how your organisation can help your potential customers. The inside flap aims to sustain readers’ attention and lead them to the brochure’s main content.
3. The main content
This is the main body of the brochure, where all vital information about your organisation and its operations is captured. This part should contain information about your brand’s message, products/services, as well as events.
Irrespective of the amount of information you intend to communicate in the main body of your brochure, ensure that it is concise. It’s advisable to use one-line statements to communicate each point, no matter how complex.
4. The outside flap
The outside flap is the inside part of the back cover. This part of the brochure usually conveys a special reward for readers. You may want to include a special discount offer to your potential customers, which automatically serves as a reward for going through the brochure.
Depending on your preference, you can attach a scan code that leads readers to access a special offer on the outside cover page or simply give them a discount coupon for their first purchase.
5. The back cover
Lastly, the back cover of a brochure is where you tie everything up. This is where you share your contact information so readers can reach you when necessary. It should also contain your organisation’s social media handles so potential customers can follow your brand’s page.
Effective Tips for Creating Compelling Brochures
A brochure is not a storybook; hence, it should have some power to compel readers to take action. However, some vital things must be incorporated in a brochure to achieve this result. The following are some effective tips for creating compelling brochures.
1. Design an attention grabbing cover
The front cover page of your organisation’s brochure is the most prominent part of the material. Therefore, you must make it look stunning with a striking caption. This will help to trigger curiosity in the readers’minds.
Depending on your target audience, ensure to use headlines or slogans that trigger emotion within the reader. By this, they’ll be compelled to read the content of your brochure. Of course, do not also forget to include your brand’s logo on the cover page.
2. Use compelling visuals
Visuals consist of HD images, graphical elements, colours, icons, etc. When crafting a compelling brochure, you must apply attention-grabbing visual elements. Ensure to use sharp colours that reinforce your brand’s message and trigger emotion.
Also, ensure to use images that easily communicate the intent of every section of the brochure. Generally, make sure that everything resonates with your target audience.
3. Use simple and concise typography
Inasmuch as you want to display a high level of creativity on your brochure, do not also forget the part of professionalism. Therefore, ensure to use fonts and texts that your readers can easily understand.
There’s no point in using grammar that may require a dictionary to understand their meaning. Keep it simple by all means. Also, ensure to use short descriptions that will not consume a lot of space on the brochure.
4. Attach a call to action
If your brochure includes an offer within the main content area, ensure to attach a call to action. Sometimes, people don’t want to buy; you simply make them buy through a strategic but subtle call to action. This is where your 24-hour bonus or discount coupon does its magic.
You can ask your readers to scan a code to place an order for the offer. You can ask them to fill out a signup form, depending on what you need them to do after going through the content of your brochure.
5. Ask readers to contact you
Lastly, beyond attaching your organisation’s contact information to the brochure, ask the readers to contact you. This sounds like another call to action that is different from the one that triggers the readers to make a buying decision.
The aim of this aspect is to get their email address or have them visit you in person at your office premises. So, you could use terms like “Call us NOW!” “Complete this form NOW!” etc. In other words, asking them to take the action now triggers speed because they may forget later.
Final Words
Creating a compelling brochure is more than designing something beautiful and attention-grabbing. While all of that is important, you must understand that you didn’t gain much if a prospect didn’t make a buying decision or at least fill out a form that enables you to follow up with them.
Therefore, be sure to pay attention to all the tips unveiled above and implement them strategically in the best possible way that aligns with your business and industry.
It doesn’t matter whether you’re already using flyers, posters, and banners for your marketing; a brochure can take it to a whole new level. So, ensure you leverage it.
Article Submitted By Community Writer
