Even in today’s wired world, a print brochure can be a vital lead-nurturing tool. A well-executed capabilities brochure will remind your prospect of the services you offer and, most importantly, what sets you apart from the competition.
San Diego, CA (PRWEB) March 10, 2013
They say that we live in a digitally connected world. Now there’s proof. According to a recent study by eMarketer, a digital marketing research firm, U.S. adults spend an average of 11 hours a day connected to the Internet, online video, social networking, and other digital technologies. One may think that a physical brochure isn’t necessary anymore in this digital era. In reality, a professionally designed print brochure can actually help you stand out from the crowd.
“Even in today’s wired world, a print brochure can be a vital lead-nurturing tool,” says Jeremy Durant, Business Principal at Bop Design, a San Diego design agency. “When you meet someone face-to-face for the first time, whether it be at an event, tradeshow or an initial sales meeting, you take the time to learn about each other’s businesses. But what happens after you leave? A well-executed capabilities brochure will remind your prospect of the services you offer and, most importantly, what sets you apart from the competition."
“In an initial contact, a brochure can be more effective than any other marketing asset because it’s immediate. Your prospect won’t necessarily take the time to visit your website after an initial meeting. Since the brochure is right in front of them, it will often intrigue them to learn more about your firm and then visit your website.”
Designing an Effective Print Brochure
A professionally designed brochure is especially important for small businesses. It builds credibility by conveying important messages about the value of your product or service. It helps to build your brand, and positions you as a legitimate business in the minds of prospects and customers.
When creating a print brochure, Bop Design recommends three essential design elements:
1. Attention-grabbing cover. Chances are your prospects have very short attention spans. If your brochure cover doesn’t immediately catch their eye and pique their interest, they won’t open and read the rest of the brochure. To get the attention of your target audience, combine a visually appealing design with an attention-grabbing headline that addresses a powerful benefit for your customers.
2. Compelling content. You care more about your business than your prospects do; they aren’t interested in a detailed history of your business. Instead, they want to know how your product or service can help them save time, lower costs, get more sales, or run their business more effectively. Focus your content on the problems and challenges your customers face and how you solve them better than your competitors. Use graphs, charts or images to help support your content, and convey your message more quickly.
3. Powerful call to action. The primary purpose of a 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 brochure needs to appeal to your specific audience. For example, if you serve a more conservative market, edgy or trendy design elements might look clever 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 distinguished and 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 headers 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 brand. Consistency of brand image is a key ingredient in earning your prospect’s trust.
“Don’t shy away from brochure design services because of cost,” says Durant. “When done well, the return you receive will far outweigh the money you invest in growing your business.”
About Bop Design
Bop Design is a boutique marketing communications firm headquartered in San Diego with offices also in the New York metro area. We express a business values through branding, advertising, design and web design. We also help attract a firm's ideal customer through search engine optimization and search engine marketing. The marketing firm's focus is on small businesses that want an external team of marketing specialists to help give their brand an edge in the marketplace.