When was the last time you picked up a brochure? What drew you to it in the first place? Or, if someone handed one to you - did it interest you? As consumers, we expect brochures to grab our attention, hold it and encourage us to act. But all too often, we disregard them, thinking they're just a way to get us to buy something we don't need, or they'll be irrelevant to us.

Brochures are effective conveyors of information and advertising content. And it's undeniable that they continue to have real persuasive power, even in the digital age. We forget that not everyone is internet-savvy, and there's always a way to find untapped audiences. And when designing a brochure, you should include content that allows people to learn about you and what you offer. But where do you start?

 

Use AIDA

AIDA is an acronym for Attention, Interest, Desire and Action. Let's break down what this means:

Attention – How are you going to make your brochure attention-grabbing? How will you persuade your audience to engage with the design and content?

Interest – Once you've caught your reader's eye, how will you sustain their interest?

Desire – Pitch to your audience - how will your leaflet turn their need into a want?

Action – What do you want your reader to do? Your CTA, or 'call to action', could be asking them to:

• Visit your website
• Call a number
• Visit your social media channels

You can also include your postal address, opening hours or QR codes, which will direct customers to a web page once scanned with a mobile phone or smart device. Whichever you choose, make your CTA as clear as possible.

 

Don't Overcrowd Your Brochure

It's tempting to cram lots of content into a leaflet. But you only need to underline either one or a few key messages. Including too much information can make your brochure hard to read and put some customers off engaging with you entirely. Any information you include should be scannable - that way, even if someone has a brief look at what you offer, you're still likely to be memorable.

 

Keep Important Content Away from the Folds

Always consider where your folds will be whenever you print a brochure. Placing important imagery or copy too close or over a fold can compromise your brochure's appearance and hide information. So make sure you space out your text and design elements with the folds in mind.

 

Mind Your Language!

It's never a good idea to leave your brochure writing to the last minute. Find out what's vital to your audience and incorporate your findings into your copy. Catchy headlines, humour, and a conversational tone of voice are just a few ways you could approach the text. And make sure it's in keeping with the rest of your design. You may even want to throw in a discount or one-off deal to entice your customers to read your brochure in more detail.

The old saying 'less is more' couldn't be more true for brochures. Why write a paragraph when a couple of sentences are enough? Position yourself as a solution to your audience's problems. Buzzwords like 'exclusive', 'free', 'bargain' or 'earn' can compel your readers to act. You also need to ensure that any copy you include is copyright-free and presented in a legible font.

TIP: If you need help with writing, free online writing assistants like Grammarly and Hemmingway are great tools to eliminate spelling, grammar and tonal issues.

 

Size and format

The amount of information you include in your brochure will likely dictate what size and format you choose. You need to bear in mind 

the different paper sizes when organizing a specific promotion or if you have certain distribution plans. You can check out our guide for folded leaflets here.

TIP: Take a spare piece of paper, mock-up your design, and fold it to see how your brochure prints would look in reality. Any issues you encounter at this stage will help you visualize the best layout and format for your final design.

 

Include Images

Humans are highly visual creatures. Relevant, helpful imagery should reinforce your message. You can even use your logo to pick out colors and shapes to create a coherent design.

 

The Final Check!

We can't recommend enough how important it is to proof your work before clicking the 'Confirm' button. When you've finished uploading your files, you should check three things:

• The Thumbnails
• The Virtual Preview
• The Downloaded PDF Proof

Even though our systems will automatically alert you to any errors or issues with your print work, and our print experts will do the same, there can be some variations between each. So leave nothing to chance and inspect your files thoroughly.

When you start distributing your brochures, it's only then that you'll begin to see whether your efforts have paid off. You can continue to monitor results and learn more about what your customers want. A well-designed brochure will help you stand out and demonstrate why recipients should choose you instead of a competitor. 

 

For more news and inspiration, check out the array of posts on Mixam's Blog and visit our Support section for helpful guidance and advice on all things print.

Image Credit: Unsplash and Pexels