Small Business Brochure Design For Big Results by Dan Marx
Small Business Brochure Design For Big Results
How would you approach a prospect? Would you barge into his home or office and read off a bullet-list of features and prices of your business? You wouldn't expect any results that way, or shouldn't. Your small business brochure design should reflect what you would do in a normal conversation, even if you were trying to close a deal. Naturally, you'd introduce yourself and your company. You'd ask questions to dig up the client's needs and then proceed to educate your client on how your company, service or product will meet those needs or goals. Small businesses can't afford to produce ineffective marketing materials--who can? Let's look at small business brochure design that's effective and makes a good first impression.
Make use of your headline and captions. This is where most of your audience is looking, so don't expect them to read the content so much as peruse the main points. Your headlines need to highlight your customers' benefits if they choose you.
Spell out what you want your reader to do. Be brief and to the point, don't be coy. Call now for your free estimate. Email us to get a free e-book. Call and order now! These are clear directives and good use of space.
A brochure is not a salesman. It isn't going to replace your sales team or close a deal. The best you can expect is to somehow get people to contact you for more information. Use the brochure to position yourself to sell them, to make contact with you.
Make sure to get a mock-up, and that the mock-up will be printed on the same stock and using the same colors and effects as the finished product. If you are mailing the brochure, then be sure to see it in it's envelope. Would you open it? Are the folds obscuring a key headline or creasing away a benefit? Will the final product fit in their pocket if it's design to do so? Get a live example. How does it feel in your hand? Do you think the texture compliments your message?
Think of your brochure as an ingredient in an overall marketing campaign. Does the brochure fit with the rest of the theme? Does it build upon other media, such as your email marketing campaign? Will the reader learn more about your business with the brochure? Remember that it is a brochure, it can't do everything for you. Use it properly and it will bring you rewards.
Consider offset printing, which can only be done on an old-fashioned offset printer. These machines cost millions of dollars and give a real sense of richness and texture that can't be reproduced in the digital world. The added cost may be worth it, considering your budget and industry. If you do go digital, make sure that the imagesetter is at least 1200 dpi. This will ensure that your efforts look polished and not amateur.
How would you approach a prospect? Would you barge into his home or office and read off a bullet-list of features and prices of your business? You wouldn't expect any results that way, or shouldn't. Your small business brochure design should reflect what you would do in a normal conversation, even if you were trying to close a deal. Naturally, you'd introduce yourself and your company. You'd ask questions to dig up the client's needs and then proceed to educate your client on how your company, service or product will meet those needs or goals. Small businesses can't afford to produce ineffective marketing materials--who can? Let's look at small business brochure design that's effective and makes a good first impression.
Make use of your headline and captions. This is where most of your audience is looking, so don't expect them to read the content so much as peruse the main points. Your headlines need to highlight your customers' benefits if they choose you.
Spell out what you want your reader to do. Be brief and to the point, don't be coy. Call now for your free estimate. Email us to get a free e-book. Call and order now! These are clear directives and good use of space.
A brochure is not a salesman. It isn't going to replace your sales team or close a deal. The best you can expect is to somehow get people to contact you for more information. Use the brochure to position yourself to sell them, to make contact with you.
Make sure to get a mock-up, and that the mock-up will be printed on the same stock and using the same colors and effects as the finished product. If you are mailing the brochure, then be sure to see it in it's envelope. Would you open it? Are the folds obscuring a key headline or creasing away a benefit? Will the final product fit in their pocket if it's design to do so? Get a live example. How does it feel in your hand? Do you think the texture compliments your message?
Think of your brochure as an ingredient in an overall marketing campaign. Does the brochure fit with the rest of the theme? Does it build upon other media, such as your email marketing campaign? Will the reader learn more about your business with the brochure? Remember that it is a brochure, it can't do everything for you. Use it properly and it will bring you rewards.
Consider offset printing, which can only be done on an old-fashioned offset printer. These machines cost millions of dollars and give a real sense of richness and texture that can't be reproduced in the digital world. The added cost may be worth it, considering your budget and industry. If you do go digital, make sure that the imagesetter is at least 1200 dpi. This will ensure that your efforts look polished and not amateur.
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