5 Elements of a Winning Marketing Brochure

In the digital age we live in today, print is a unique way to capture your audience’s attention. People don’t even have to take out their physical credit cards anymore — it’s all on their digital wallet. So, imagine how impressed your customers will be if they receive a print piece from you instead of a downloadable brochure. You’ll stand out. Remember, your marketing brochure may be the first contact you have with a customer, so it must make a favorable impression. First impressions are everything, right?

Get ready to reevaluate your marketing brochure with a more objective eye and see what changes you need to make. Here are five important elements that every good marketing brochure should have, why they’re important, and why it’s worth the extra effort to make a great first impression. Most importantly, it could lead to greater sales and profits.

1. An Arresting Title or Headline

Who wants to read a boring title or headline? The title is everything when it comes to grabbing attention and getting customers to take a closer look at your brochure. If the title flops, you lost the customer’s attention. The headline needs to be concise, descriptive and interesting.

One way to engage your customer with the title is to keep your title long enough to convey your marketing message but short enough to pack a punch. Also, the title must elicit emotions. The first word should be an action word and the title should be short and concise. When people read the title, they should know what the brochure is about and how it relates to them. Titles that are funny or witty but aren’t relevant to what you offer won’t earn you points.  

One trick for garnering attention with the title is to ask a question. Creating a question forces your viewer to answer the question in their own mind and think about the topic your brochure covers. That’s the first step toward further exploration and action.

2. A Reason to Hold on to Your Brochure

If you want viewers to use your services or buy your products, give them a reason to hang on to your brochure. Include specific tips or information they can use, so they’ll save it or, even better, post it on the refrigerator. Give them useful tips they’ll want to refer to again and again.

For example, if you’re selling gardening supplies, include a month-by-month list of what to plant when. Maybe make the texture of the brochure paper memorable and beautiful. You can use paper that looks like imprinted wood or has seeds embedded that your customers can plant and grow your flower. A creative agency could help with ideas here. People like to buy from companies that teach them or make their life easier. Be one of those companies!

3. Emphasize Benefits Rather Than Features

One of the most important aspects of marketing is presenting your product or service in a way that highlights the benefits of what you offer rather than the features. Many marketing materials spend too much time talking about their company and the specifics of their products and too little time on the benefits.

Customers want to know what’s in it for them and how your product or service will make their life easier or better. They’re not interested in product features at first, only how those features will help them. One of the biggest mistake’s marketers make is making their brochure too company-focused rather than customer-focused. How can you change this? When you’re designing your marketing materials, write down each feature and then why someone would want that feature. Then, emphasize the latter.

Even when you mention benefits, keep the information concise and easy to digest. No one wants to read long paragraphs. Condense as much information as possible into bullet points that are skimmable. Bullet points are easy on the eyes and get the point across fast.

4. Images That Have Meaning to the Customer

Of course, your marketing brochure needs one or more images to draw attention, but make sure the photos, illustrations or infographics you include are relevant to your viewers. They don’t want to see a photo of you or your business but pictures that create a feeling or arouse emotions. If you sell baby products, a photo of parents looking lovingly at their new baby will elicit more of a response than an image of your store.

When you choose brochure images, think about the emotions that the picture triggers and don’t overdo it. One or two carefully chosen images that speak to your customers’ emotions is better than five or ten. Less is often more when it comes to brochure design so make sure to avoid clutter.

5. A Call to Action

You can have the most educational and well-designed brochure, but if viewers don’t know what to do after they read it, they’ll do nothing. A call-to-action is a statement that encourages customers to take a specific action, such as contacting you or visiting your store. And always include contact information, preferably in several forms — website address, phone number and email address. Give your viewers every chance to get in touch with you. If they don’t, your brochure is not doing its job.

The Bottom Line

Hopefully, your marketing brochure will bring you many sales and boost your profits too. But if it’s not giving you the returns you expected, make sure you’re not overlooking one of these five elements of an effective marketing brochure.

Not only is print advertising cost effective, but it also leads to high engagement and leaves a lasting effect on customers. If you’re looking to make a great first impression on new customers, brochure marketing is for you and we’re here to help! Appleton is an award-winning, full-service Orlando marketing company that specializes in traditional advertising. Appleton works with local, national and international clients to deliver captivating and high-quality brochures, direct mail pieces, publications, annual reports, posters and trade show displays that reinforce your company’s brand messaging. Your traditional advertising goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com.

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