The whole world and his (or her) dog is online these days, and that’s not always necessarily a bad thing. Sure, like most things, too much of anything can be a bad thing (There’s a lot of things in that sentence!). But generally the advancement of the world wide web has impacted the world in a positive way.
But what about our old offline behaviours? Isn’t it also true that with so much noise and commotion online, sometimes you can be better served to step away from the digital space and engage is something tangible again; something you can touch and feel? Step forward the humble brochure.
Even better, when you can take your customers from a well put together and engaging brochure back online to promote your brand and business, you’ve covered all the bases. A brochure can tell a story about your brand in a way that a landing page or a website just can’t quite do. We’ve all received a brochure from our favourite brand and been mesmerised by the imagery and colours, not to mention that smell! With the advances in technology in the past decade, you can ensure your brochure is as impactful and engaging as possible whilst capturing all important online data at the same time with a QR code, for example.
So what are some of the best tips for putting together an impactful and engaging brochure that will drive your customers online and most importantly, engage and resonate with your brand?
Make it easy on the eye
An obvious please to start maybe but it’s probably the most important aspect of a good brochure; make it visually appealing. The beauty of a brochure lies in it’s ability to serve you eye catching images and graphics that draw your eyes to the page. Certainly when it comes to text, less is more. Tie the imagery in with your brand and what you stand for with images and content that really pop from the page. And don’t neglect the font; is it too corporate? You may be a fan of Times New Roman but is that right for your brand? Take the time to consider the visuals to ensure you really enhance the experience for the recipient.
Get to the point
You want your recipient to pick up your brochure and instantly recognise what it is you do. Try not to confuse them about what your business does or the services/products that you offer. Concentration spans are diminishing and you don’t have long to pique interest, so it’s vitally important you give them a reason to keep reading.
Utilise customer testimonials
We’ve all trawled through hundreds of reviews before booking that much needed summer holiday haven’t we? Are the staff friendly? Is the food up to scratch? Are the facilities well maintained? Nothing advocates for a product or service quite like customers who have used them before and have glowing things to say about them. Positive feedback is a really powerful tool to give your target audience the confidence that you can do what it is you say you do. Authentic reviews and testimonials from your loyal customers help to create a positive first impression and lay the foundations for engaging with new customers.
Don’t forget your contacts and your socials
Be sure to highlight how people can find you on whatever platform they feel most comfortable using. Links to your socials should be prominent and easy to find within your brochure alongside contact email addresses and phone numbers. You want to make it as easy as possible for your target audience to engage with you; be that on Twitter, Instagram or the good old fashioned email.
In summary, a brochure is still a fantastic way to showcase your business. Whether they sit in a rack at the front of your stores, are handed out at industry events or simply mailed to a subscription list. Sometimes you just can’t beat the touch and feel of a good old fashioned brochure.
If you would like to talk to us about your own direct marketing campaigns, we’d love to help!
Thanks for taking the time to read this blog, happy marketing!