Creating a Marketing Brochure
A marketing brochure can show potential customers what your business is all about in an appealing visual form. Here’s what you need to know to create one.
If you have a small business, you need a way to communicate what you do to potential customers, as well as explain the services you offer. A marketing brochure is a good way to do this. The purpose of the brochure is to:
- Serve as something to leave with the contact after meeting with them (a leave-behind)
- Offer at your point of sale for customers to take with them
- Send as direct mail marketing piece
- Support sales team efforts
DIY or Hire a Designer?
The first step in designing a brochure is determining whether you want to have it designed in-house or outsource it to a design firm or freelancer. If you have a designer in-house, the choice is obvious. But with so many appealing brochure templates available online, you might give designing your brochure a try, even if you don’t consider yourself artistic. This is a great place to start if you’re on a tight budget. You can go far with a template and stock photos.
If you have money to spend on a brochure, look for a designer who has created multiple brochures, and always ask to see his portfolio. It should be apparent whether the designer has the style you’re looking for with your brochure. Negotiate on pricing before the project begins, and get everything in writing.
What Goes into a Brochure
Since the purpose of a brochure is to educate a potential customer about what your business does, you’ll want to include an overview of just that, as well as a list of services you provide. Here’s a typical breakdown of the different parts of the brochure:
An attractive image or your company’s logo, as well as company name and slogan if you have one should all go here.
Here you’ll give the overview as well as a bulleted list of the services you provide. Keep the copy simple and to the point. If people have questions, they can talk to you. Add photos to enhance your copy. For example, if you mow yards, include an attractive photo of a well-manicured lawn, or a close-up of grass.
The back left panel (if you unfold it) should give a call to action of some sort: “Call us for a free estimate or visit us online at www.oursite.com.” Again, add a photo.
The back middle panel should have your contact information. If you have a physical location, include the address and perhaps a map, as well as your phone number, fax, website and email.
Even if you’re not a designer, you probably have ideas about what looks good when it comes to brochures. Look at your competitors’ brochures and decide what you like about them, and what you don’t. Write these down as part of your brainstorming process.
Determine what colors you want to represent your company, and make sure they’re appealing to the eye. If they’re too bright, they may be an eyesore, but if they’re too muted, they won’t catch the reader’s attention. Look to complement the colors of your brand’s logo.
For the photos you use, make sure they are high resolution so they will print clean and smooth. Keeping copy short enough to fit attractively into the brochure is always a challenge, so edit it down again and again until it fits.
Run the design by several people to get feedback and tweak if necessary.
Finalizing the Brochure
If you are designing the brochure in-house, research several printers, both online and local to you, to find the best price on printing. The more you order, the lower the per-price will be, so determine how many you will need. Can you use these at an upcoming trade show in addition to displaying at your checkout? Can you send them via mail to potential customers? If you don’t use them all in the next few months, will they still be relevant next year to use?
Before you sign off on printing, go over the brochure with a finetooth comb to make sure there are no spelling errors!