If your business has a brochure, that’s a great first step. In saying this, however, there’s a certain criterion that your brochure should meet in order to maximize effectiveness and increase sales.
Here, we’re exploring 5 different ways you can make your brochure more effective, from understanding your target audience to keeping it nice and short – and even the five Ws.
Plan your brochure with AIDA in mind
If you didn’t already know, AIDA stands for Attention, Interest, Desire, and Action. To be triumphant, your brochure first needs to grab the attention of your customers and generate enough interest to make them want to read more.
Raise the customers ‘want’ for the products or services that your brochure advertises, and find ways to get them to take a specific action, such as visit your website, make a purchase or arrange an appointment. If you don’t persuade the reader to act now, your efforts in getting attention, interest, and desire will be for nothing. So, always try to remember AIDA when creating your brochure.
Understand your audience
Prior to you spending any time planning or constructing brochures, make sure you understand your audience and how they are thinking. Why would they want to buy your product or use your services? What can they do for them? How would they benefit from what you have to offer?
As well as talking to both old and existing customers, ask your employees the right questions to see what they have to say about your products and services. Use their answers to help you decide which advantages to use in your brochure.
Give a clear instruction on what you want your customer to do after reading your brochure
After you capture the attention of your reader, it’s time to take it to the next level – tell the customer what to do next! Do not presume that your target audience will take it upon themselves to check out your website and give you a call, or you’ll be disappointed.
If you don’t give them a clear action to take, they may go to another company and forget all about your offerings, so be very clear on your call to action.
Keep it short but sweet
We all live such busy lives and expect things quicker and more efficiently. That being said, nobody is prepared to read a massive piece of jumbled text that steals both time and effort. Instead, keep the information in your brochure both short and sweet.
It could be worth looking into the use of infographics to display your text, as they keep the word count to a minimum while still making maximum effect.
The 5 Ws (and one H!)
Your customers need to know all relevant information so that they are not left with any questions. How can you do this effectively? Using the five Ws: Who, What, When, Where, Why. It’s an old but gold technique and should absolutely not be underestimated.
- Who – Who is the business?
- What – What is the product or service?
- When – When are you open?
- Where – Where is the business located?
- BONUS: How – How they can take the action you want them to take?
Now you know how to make your brochure more effective, it’s time to find a reputable and experienced company to help you create the final product. Booklet makers like Duplo International provides a much sought-after printing service for all of its customers, both old and new.