Brochures, pamphlets and leaflets are a printed and folded
piece of paper used as an advertising tool for business and organizations to
sell products, services, promote their brand and corporate image. They are designed to tell a story about the
benefits, products and or services a business provides.
Brochures provide information about how a potential buyer
will benefit from your products and services. They are a tactile tangible call
to action used to inform and assists you in closing the deal. They develop a
key message that will convert a buyer to your service rather than your
competitor.
If you have the time, are creative and willing to learn the file requirements which are easy to find online, then this is a
project that may be fun and self satisfying. The first thing you need to do is
think about the benefits you customers will get from your product and service.
Explain what makes you different. Every company advertises they are the best,
lowest price, high quality, etc. The message is why they should buy from you,
what makes your company unique in its field. Write your copy and decide the
size and the number of panels you need to tell your story. Once you’ve thought
this out gather the photos, illustrations and charts and any other visuals you
need to make your brochure easy to understand and visually attractive. Now
think about the layout, design, fonts and background. Now you’re ready to do it yourself.
TIP: Don’t make your brochure about your new equipment or
your company and how great it is. Your customers don’t care about how you do
it; they only care about the results. Buyers are only interested in how your
products and services can solve their problem and make their lives better.
There are many sizes and folds of paper you can use when you
are thinking about designing a brochure. The most common brochures are an 8.5 X
11 piece of paper folded in half to 5.5 X 8, have 2 panels on the ourside and 2
panels on the inside which separate information. A trifold, also called
a letter fold has two folds that create 6 panels. Other standard sizes are 8.5
X 14 to make 4 panels, 11 X 17 that folds to an 8.5 X11 four page, 8.5 X 22 which folds to three 8.5 X 11
panels 8.5 X 11 panels and l1 X 25.5 six
panel brochure. These sizes are standard sheet sizes that fit most efficiently for the least paper waste on large color
printing presses.
Another option is to hire a professional that specializes in
print design and knows the rules needed so your job will print correctly. Most
designers that are not experts in print design will create technical problems
when your brochure goes to print. It takes more than a pretty design to create
great out come. Most printers cannot or will not take the add liability to
correct your mistakes. If they do they will charge you for your designers. This
will slow down your job. If you have the budget to pay for a graphic designer
it will be the safer, faster way to do the project. Don’t try going cheap, you get
what you pay for. You can find excellent, affordable print
designers online.
Do it yourself or hire an expert print designer, the end
result will be an effective marketing tool that will strengthen your brand, move
your products and sell your services. Brochures are essential for trade shows,
direct mailings, counter displays and business meetings. When distributed to
your target audience they provide a high ROI.
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