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Top 5 things you should include in your brochure

By Yogesh Gaur on September 24, 2018

A brochure is a great marketing tool that provides potential as well as existing customers with something tangible. Printed with beautiful photos and persuasive writing, it can be the perfect thing to make your products sell like hot cakes. It can do multiple things— introduce your business to your prospects, offer a sampling of products, or explain products in more detail to attract customers. In short, it’s the most cost-effective way to boost sales and engage audience.

A well-designed brochure clearly and concisely summarizes what a company is all about and what does it offer. However, a poorly-designed brochure may leave customers frustrated, confused and may even throw them in our competitors’ arms! That’s something nobody of us would ever like to see, isn’t it?

So to help you execute your brochure design ideas, we’ve rounded off a few tips. These tips explain adding five things in your brochure to outline your offers represent your mission and engage your target audience.

1. Include a purpose

A brochure shouldn’t be mysterious. The customers should be able to understand what its purpose is, and what your company’s intention is, right away. Decide what you want from this marketing tool before you start with the designing part. For example, do you want your audience know about an upcoming event? Or are you trying to persuade people to choose a particular product? Clarify the purpose so that it could hit the right target at the right moment.

2. Include relevant image(s)

Never underestimate the power of an image in your brochure. Even the old saying, “a picture is worth a thousand words” explains conveying a complex idea with a single image than describing it!  With this term, Frederick R. Barnard discussed the importance of graphics in advertising in 1921. This philosophy still works where the power of an image cannot be ruled out.

The image included in your brochure grabs your prospects’ attention. Therefore, choose relevant images that would give the people a clear idea of what you’re offering. Always pick a good quality picture.

3. Include your USP (Unique Selling Proposition)

Before we dig deep into this idea, let’s understand USP first. A USP (Unique Selling Proposition) is one of the building blocks of any marketing campaign. In simple words, it’s an outline of what makes your brand unique and valuable to your target audience. It clarifies how your products or services benefit your customers better than anyone else in the same niche.

In simple words, a USP can give a clear overview of your business model, the things your company does and why. It can describe your company and its goals in just a few pointers. Even marketers can incorporate successful USP across all their marketing activities.

From your potential customers’ perspective, what’s the personal need or challenge they witness that your brand can solve for them? List out 3 to 5 biggest benefits your prospects will get from choosing your products or services that they could not get from your competitors. Again, think from a customer’s point of view. These benefits should also explain what why your product or services are beneficial for them and why they should choose you over others. Even if your company is new, you should tell your customers about your unique selling point.

Include your USP in the form of pointers or one-liners in your brochure to do the trick.

4. Include your contact information

Do not overlook basics when leafing through different brochure design ideas and picking a desired one. A brochure should always have the standard information like contact details. List your business’ email address, street address, and phone number. Do not forget to include social media information. Make it as easy as possible for your prospects to reach out to you.

5. Call-to-Action

Even if your brochure is well-designed and it includes all the required contact information, your audience won’t contact you until and unless you tell them to do so. Adding a call to action, hence, is an essential element of a good brochure design. It can influence the success of your brochure— because it is meant to persuade your prospects to do something.

call to action

Examples of a call to action are— “call us today”, “contact us for a free consultation” or “visit us today to claim your gift” etc. Make it clear and convey to your prospects what will happen if they take action. A CTA acts just like a book cover design that entices customers and compels them to get the book.

Also, don’t forget to include your logo in your brochure. You can take help from platforms like Designhill for freelance logo creation. A logo represents the face of your business. In fact, it communicates with your audience on your behalf. Keep it simple and elegant with all the above pointers to pitch your sales strategy.

Regardless of your budget, business size or design resources, the above tips will help you create an effective brochure.

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