How to Create Business Brochures That Drive Sales
While online advertising has grown, physical business brochures have remained highly relevant and still drive sales.
Why Physical Brochures are Still Hyper-Relevant
Physically printed marketing products, such as business brochures and catalogues have held their own against digital media. Why? A brochure has more presence. You can hold it in your hands, rediscover it on your coffee table and browse at a leisurely pace.
There’s more room to go into depth about the value of your services in a brochure, and this leads to better qualified leads and sales. While online messages can be fleeting, brochures are more likely to be read and remembered especially in this post-COVID 19 period.
Still unconvinced? The data speaks for itself. Recent research shows that up to 79% of recipients either keep, pass on to a friend, or glance over the contents of a brochure, whereas 62% of people will mute or change channels on a TV advert.
Brochures in the Age of COVID
During the pandemic, more people embraced a digital lifestyle, but the lockdown period also made digital marketing more competitive. Meanwhile, brochures saw a great comeback.
Business brochures were an effective way to reach local communities in lockdown. Many small businesses used catalogues to serve local communities, especially those who aren’t as connected digitally.
And for people who are irritated with digital ads, an attractive, well-made physical brochure is an ideal way to stand out from the competition.
How To Design a Brochure that Drives Sales
Solve a problem: –Don’t just view a business catalogue as a way to jangle your wares in front of an unsuspecting audience. When people buy, it is about them not you. Address a problem they have and demonstrate how your business solves it for them.
Consider context: Where will your audience find the brochure? Will it be at a theme-relevant exhibition or posted through their letterbox? If you’re handing out wine brochures at a wine exhibition, you’ll need to aim it at a very different audience than if you’re intending to post it through an unsuspecting letterbox. Is the reader already familiar with your brand? Have they already expressed an interest in your service?
As lockdowns open-up across the world, this will be a golden opportunity to invest in brochures at newly opened restaurants, exhibitions, and other public venues.
Give them a reason to buy: It isn’t enough to have a great product. If a customer has no experience with you, they might require an extra nudge to start off that brand relationship positively. Include extra incentives like special deals. Ensure there is a clear call to action. Give the audience as many easy ways to buy as possible.
Aesthetics always matter: – Don’t stuff your business brochures in order to squeeze every item in as few pages as possible.
- Utilise space
- Don’t clutter
- Limit the use of clashing colours
- Don’t use too many fonts
- Invest in imagery
Have a clear goal: – What do you want to achieve from your business brochure? Get your message right before you design how your brochure will look.
For more great tips on making an effective business brochure and how to get your message right before your start, check out our 5 Top Tips for Creating the Perfect Business Brochure
Even with the best strategy in place, designing a brochure can be tricky. Knowing what you need and being able to bring it to life are entirely different matters. We offer a range of design and printing services for businesses and we’d love to help. Get in touch!