What You Should Include In A Business Brochure

Print media is popular with readers. Print a business brochure if you want to introduce your firm or organisation to potential consumers because recent research has shown that people recall what they read in print better. Most of us have visited an exhibition or trade show where we may have learned about new businesses. In order to gauge the "character" of the company, we seek out methods to identify with the brand, observe what they do and how they do it, and find ways to relate to it. First impressions are crucial, just like before entering the Magic Kingdom.

An event that your business is planning can be highlighted in a brochure, which can also help your business or institution draw in new patrons or students. Only the information in your brochure will make it effective. If you don't give people a reason to work with your business, attend your institution, or find you, they won't feel driven to do so. Despite your best efforts, you can only be in one location at a time. To impact both current and new clients, however, your business brochure can be distributed widely. What a firm is about and what it offers are succinctly and clearly explained in an excellent brochure. A poorly written brochure only serves to perplex, irritate, and drive potential clients into the friendly arms of the opposition.

The Purpose and A Good Headline

A brochure shouldn't leave the reader in the dark. They should be able to immediately determine both its purpose and the purpose of your business or institution. Prior to beginning the brochure's design, decide what you want from it. For instance, are you announcing an upcoming event or are you urging individuals to switch schools and enrol at your institution instead? Outline the unique qualities that set your company or institution apart from the competition.

Always incorporate the interests and perceived issues of your target audience in the headline of your brochure, followed by the answers you can offer. Many business entrepreneurs make the mistake of starting with the fundamentals of their organisation. However, it's crucial to grab your audience's interest and encourage them to read the rest of the brochure. If your audience merely reads the front of your brochure and then throws it away, why bother spending the time to make a terrific one?

A Matching Image

Although it seems straightforward, it is crucial that the same visual theme permeates all of your marketing messages. Not only is this your company's logo and colour scheme, but it also represents your guiding ideas and personal taste. Technology behemoth Apple sells stylish goods; its svelte, minimalist product designs evoke quality and a high-end lifestyle on par with those of premium vehicle makers. Evidently, their website and print advertising do the same.

In recent years, high street banks have worked to soften their image in order to come across as friendlier and less stern, and this strategy is reflected in the printed booklets and sales materials they use. To give the banks a more friendly appearance, they are less formal and corporate. An image is frequently the key to drawing readers' attention to your brochure. A person can best understand what your company, institution, clinic, or centre is giving by looking at the images you choose. Decide on a clear, high-quality photograph or image.

With its connection to your brand, colour plays a significant role. Color plays on our subconscious mind with preconceived assumptions of what our brain assumes should be true, even if the assumption that pink is for girls and blue is for boys is a contested matter. An eco-friendly product company would use earthy hues rather than bright red, just as a power tool company like Screw-Fix would never select pastel colours as these are not in keeping with the functional and masculine products.

Observe The Basic

When making a brochure, don't forget the fundamentals; it needs to have the firm name, at least two contact methods, a logo, and a slogan, among other standard information. A title, two or three succinct items explaining the advantages your firm may offer, and other information should be included on the front. To ensure reader comprehension, all material should be organised into condensed, simple-to-read units. For an attention-grabbing touch, include graphic pictures and photos of your goods, services, and/or important employees.

Put Your ‘USP’ In

It is crucial to understand what your "unique selling proposition" is, even if you are just starting a new business. Your ability to stand out from the crowd will depend on it. Why should I buy from you instead of them? is a common question that needs to be addressed in your brochure. It may be a unique service you offer, a distinct product you sell, or a unique approach to delivery, but it's crucial to emphasise this in your brochure without criticising your rivals' shortcomings—unless you're a political party, of course.

Don't Mislead The Reader

Providing information about the company is the main goal of a brochure. The introduction of new goods or services can divert people's attention, despite the fact that this may seem obvious. If you want to re-introduce your company to clients, potential new clients, or existing clients, or if you want to enter a new market, then your message might revolve on a change in the services or products that the company offers, but make it the focus. Choose one focus and stick with it, no matter the purpose of the brochure.

Defy the urge to include too much content in your brochure. Your audience will become confused and your essential ideas will become less clear if you send them too many messages. Your target audience will gain a clear idea of what you can provide them and how you'll achieve it if you concentrate on what interests them in an engaging approach. It's acceptable to be proud of your company, but not at the risk of overloading your brochure with pointless details.

Using obscure terms that will make the reader look up the definitions in a dictionary is not the best way to impress your target audience. The reader should be informed about your organisation, therefore using triple-word-score Scrabble words and long acronyms is probably not the ideal approach. The best strategy is to use plain language.

Don't Forget Your Story

Don't go overboard with the history lesson; a little background about your company can go a long way towards fostering trust. With all of the difficulties you have encountered or achievements you have made, it is simple to become overly optimistic. Keep your tone positive; you want people to understand that you have a wealth of experience and will be around for a very long time to offer after-sales support. The reader can relate to it in a way that will make them warm to you as a possible customer, and this does assist to humanise your business.

Indicate The Next Action

You ought to be familiar with the phrase "call to action," and including one in your company brochure is no exception. It's possible that you aren't here marketing any specific services or goods, but rather you are promoting your brand or company as a whole. Don't rely on the fact that your audience will be persuaded to get in touch with you or buy your goods or services after reading your carefully prepared brochure. A call to action, such as a promotion for a free product sample, free estimate, or gift, should be present in an effective brochure. This will captivate readers and provide them with motivation to take action. People occasionally want a little extra encouragement to reach out to you.

Your contact information should be included in the brochure towards the end so that the reader knows what to do next in order to begin that relationship with a new customer. Depending on your sector, your call to action (CTA) can be "Get in contact for a bespoke quote now" or "Call to discuss the right goods for you." While a call to action (CTA) truly advises your clients on what to do next, such advice seems quite clear; if they are interested, won't they contact you? No, not always. Being screamed at is the worst thing you can experience, without attempting to be overly demanding.

So, what goes into a great business brochure? Well, it depends on your industry and the products or services you offer. But there are some basics that all businesses can include. At Jennings Print, we’ve been helping businesses create effective marketing materials for over 45 years. We have some knowledge of what works and what doesn't. If you’re looking to print a business brochure, be sure to keep these things in mind: include a strong headline that speaks to your target audience, make your brand immediately recognizable, use images and graphics to support your text, include clear calls to action, keep it brief and easy to read print on high quality paper stock  

Do you have any other tips for creating an effective business brochure? Share them with us in the comments!