Making and handing sales brochures is one way to let people know about your business.
Despite the shift to digital marketing, print marketing like a charm. However, for them to do so, they need to have effective designs and proper wording.
Creating a brochure isn’t rocket science, but it’s also not as easy as you’d think. It may take you quite a while to create brochures that will bring business to your company. You’ll take even longer if you’re creating brochures for a B2B company.
Despite being a tad challenging, creating a sales brochure is nothing anyone with basic computer skills can’t handle. However, a well-crafted brochure is also well-thought-out and is spot-on on the message-delivery. The right brochure could take your business to the next level because it helps you clamp down on your specific target audience.
In this post, we’ll be expounding on how to create the right B2B brochure for your company. That way, you can use your brochure to communicate your company’s message and improve your branding.
It All Starts With the Customer
The first step in creating an effective sales brochure is understanding your customer. Create your brochure with the customers’ perspective in mind. If you were a customer, what would you want to know from the brochure?
You need to let your customers know via the brochure how your products or services will add value to their lives. If you can’t find answers to such questions, then talk to the sales department.
You’ll be able to pick out elements you can put in your sales brochure after having a word with the workers from sales. Remember, the customer is the center of focus throughout the entire process.
Don’t Forget About AIDA
The AIDA approach is a formula that ensures you get your message across effectively and unambiguously. AIDA simply stands for Attention, Interest, Desire, and Actions. This approach ensures that you get the customer hooked on the message and convey it effectively.
It counts as one of the most effective marketing models of the classical marketing models. The AIDA model locks down on cognitive stages customers go through when purchasing a product. This model encourages the customer to buy the product as they go through all four cognitive steps.
Use Appropriate Headers and Graphics
The average person has less than five seconds to read a brochure header or any other header for that matter. Ensure you’re able to lock your customer down within these five seconds and get them interested in your product. If you don’t have the header down pat, then the customer won’t even read the rest of your brochure.
Once you have the header on lock, make sure you also get the graphics right. Steer clear from any bland graphics that are completely unrelated to what you’re offering. There are plenty of online resources where you can get graphics from.
No Buildings on the Brochure
One mistake most companies make is putting pictures of their building on their brochure. Quite frankly, no single customer cares about how big or how beautiful your company building is. Regardless of how proud you are of your company building, don’t put it on your brochure.
Remember to design your brochure from the customers’ perspective. That means you should only put stuff that your customers actually care about. You don’t have to waste precious space on your brochure; instead, you can put graphics of things that matter to the customer.
Focus on Selling the Prize
You may have a wide array of products, but your customers don’t care about how many products you have. Don’t just tell your customers about your wide array of products. Instead, focus on selling the product and telling how your products or services will add value to the customer in question.
To get your customers interested in the brochure, focus on the product’s benefits to the customer. A great approach would be making a list of all the benefits and see how you can incorporate them in the brochure.
Have an Urgent Call to Action
The call to action is a phrase or sentence that tells your customers what you want from them. Your call to action must be urgent enough to prompt the customer to act now. Without some degree of urgency, the customer might postpone purchasing your product, which is never good for business.
You have to give your customers a reason to act now. One way you can do is by throwing in offers, discounts, and the likes. Make sure the offers are only available for a limited time to convince the customer to buy your product ASAP.
Use Bullets for Key Features of Your Products
Bullets or numbers help break down your text into easy and readable chunks. It also makes it easier to skim through the brochure without missing any crucial information. Plus, bullets help your brochure look much fuller in case you don’t have too much to say.
Don’t Overlook Readability
You don’t want your customers scratching their heads over your brochures. As such, make sure your brochure is as readable as can be. To make sure your brochure is readable, you should:-
- Break down text into reasonable small chunks
- Use bullets wherever you can
- Use contrasting backgrounds for your text’s visibility
- Use superior quality print marketing materials for your prints.
Play around with colors but not too much. Your brochure should be as professional as possible unless you’re selling kids’ products or are in the paints business.
Good Sales Brochures Take Time to Create
Don’t rush the process, or you may end up with a sub-par sales brochure. Take it slow and come up with a few designs first before settling on one. Let your employees or friends read the sales brochures and see their take on it before making it available to the public.
Have you learned something about brochure marketing? For more informative reads, be sure to check out the other pieces on the site.