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Effective Design Elements for Your Company Brochure
We’re delighted to have another Guest Blog Post from of our good friends at BlueFlameDesign, courtesy of Matt Bennett.
Image: Brochure designs by BlueFlameDesign, produced and printed by Foundry Press.
You may be thinking that a physical company brochure isn’t necessary anymore in this digital era, but think again. A professionally designed and printed company brochure can be a vital lead-nurturing tool. When you meet someone for the first time at a sales meeting, trade show or other event, you take the time to learn about each others businesses. But what happens after you leave? A well-designed company brochure will remind your prospect of the services you offer and, most importantly, what sets you apart from the competition.
With initial contact, a company brochure can be more effective than any other marketing piece because it’s immediate. Your prospect may not take time to visit your website after an initial meeting, but they will review the company brochure you leave behind to determine if they want to know more about you and your company.
A professionally designed and printed company brochure is especially important for small businesses. It builds credibility by conveying important messages about the value of your company’s products or services. It helps build your brand, and positions you as an expert in your field in the minds of prospects and customers.
To connect with readers, every brochure needs three essential design elements:
You literally have a couple of seconds to make that first and lasting impression. If your company brochure cover doesn’t immediately catch the eye and pique the interest of the reader, they won’t open it. To get your target audience’s attention, combine a visually appealing design with an attention-grabbing headline that addresses a powerful benefit for your customers. At this point we would always recommend the assistance from a reputable design and marketing company for guidance ….. BlueFlameDesign automatically spring to mind!
I’m certain that you care more about your business than your prospects do, which means they aren’t interested in a lengthy, detailed history. Instead, they want to know how your products or services can help them save time, money get more sales, or run their business more effectively. Focus your content on the problems and challenges your customers may face and how you can solve them better than your competitors. Use graphs, charts or images to help support your content, and convey your message more efficiently. Remember that a picture paints a thousand words … and certainly looks more appealing than a page of text.
Powerful call to action
The primary purpose of a company brochure is to move people to the next phase of the sales cycle. Do you want them to visit your web site? Pick up the phone and call for a free estimate? Contact you via email to receive a downloadable white paper? A good call to action tells your readers exactly what you want them to do. It also stands out from the rest of the copy so that readers can’t miss it.
From a visual standpoint, a company brochure needs to appeal to your specific audience. For example, if you serve a more conservative market, edgy or trendy design elements might look great to you, but they don’t reflect the mindset of your readers.
At the same time, consider the image you want to project as a business. Most B2B firms use a matte finish on their brochures because it looks more professional. Retail companies tend to use glossy finishes, as they make product pictures and images stand out more.
Your design and layout of inside pages should work well with the content. Use benefit-driven headlines and sub-headers to catch the reader’s eye. Include plenty of white space to make the brochure easy to read.
Make sure the brochure’s visual elements – color, imagery, font, logo, etc. – align with and support your business brand. Consistency of brand image is a key ingredient in earning your prospect’s trust.
If you would like to discuss your print marketing requirements in more detail, or would like us to help you with the creation and production of your business marketing material, whether it be a company brochure, catalogue, magazine or direct mail campaign, simply send an email to us at firstname.lastname@example.org or call us today on 01403 216120 – Just ask for Bruce!