Sales brochures are important tools for large and small businesses alike. An effective sales brochure not only highlights service offerings and products but it also represents you and your business, so attention must be paid to detail and aesthetic properties as well as clear and concise copy that not only showcases your business but elicits the intended action that your business desires from the reader.
Let’s explore how you can create the perfect sales brochure for your business and highlight some common pitfalls that you will want to avoid in order to create the perfect sales brochure.
How to Create the Perfect Sales Brochure
The imagery, the pictures, the photographs these features of your sales brochure will more likely than not be the first aspect of the brochure that any reader will take notice of. Photographs are arresting; they draw the attention of the eye, so you will want to be sure that the images you use of are the highest quality. The biggest mistake you can make with regards to the photographs is to tip your readers off to the fact that you are using stock images. They look cheap and generic. However, not every company is going to be able to afford to do a photo shoot so in some cases you will need to use stock photographs. In the event that you cannot do your own photo shoot, focus on finding images that do not look like they are stock photos. The key with sales brochure photographs is to be unique and attention grabbing, but make sure you do not grab reader’s attentions in the wrong way with low quality images.
In line with attention grabbing photographs is engaging copy. Engaging copy is devoid of typos and grammar errors, it intrigues readers, and it keeps them reading throughout the entire brochure. To write engaging copy for sales brochures you need to start with good headlines. Why should any prospect need to know more? Grab their attention and tell them with a catchy headline. Support your headlines with solid information written in crisp sentences. Make sure to avoid using an inappropriate tone in your copy. No matter how good your information is if you write in an inappropriate tone you will lose your readers and make them question the validity of the information you are presenting them. The end goal of engaging copy is that the reader immediately understands what benefits are in store for them as a result of the information presented.
You want your sales brochure to be interesting when seen lying on a table or desk. Interesting and classy brochure designs make people want to pick them up and see what is inside. When you understand the tone of your copy and photographs, then you can move forward and start working on a general design and layout that not only fits the tone and the content inside but compliments it. Spend time choosing a paper stock, and make sure that there is a healthy mix of fonts. It is immediately off-putting when there is no symmetry between design and font and there is just an array of different designs haphazardly thrown together. Really focus on making your design in-line with the quality photographs and engaging copy you have already prepared. You do not want to undermine the importance and the quality of the information presented in your sales brochure with a lazy design.
If you really spend time focusing on these three aspects of the sales brochure you will find yourself successful. If you find yourself needing more of a helping hand please contact us! A design agency can help take your engaging copy and find the perfect design to really make your ideas pop.
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