Designing Brochures That Sell
 The Look and feel of your brochure design
If you're designing brochures, then you have something to sell, and the design of your brochure can certainly affect a potential sale. It's no less important than the appearance or presentation of a sales person. You wouldn't stop in at a customer's office dressed in sweats after a morning jog. Your brochures should look just as clean and well designed as your sales person. After all, when you hand it to your customer...it is the sales person, and a professional design will reflect a professional company.
How do you give your ads the 'they must've had someone do this' look? It's the same as any speech or presentation- K.I.S.S. Keep it simple, stupid.
Simplicity is the rule when designing brochures
As excited as you are about your products and prices, your customer isn't. It'll only take a little shove in the wrong direction to steer them from your company. Designing a brochure with busy lines, intricate illustrations and too many offsets is a perfect way to do this. Shoot for a clean, business-like tone, with limited graphics, simple photos, and as few fonts as possible.
Designing slightly offset boxes keep the reader from finding a stopping place in your brochure, but don't over do it. The boxes (text and illustrations) should flow smoothly and logically from one to the next.
And take it easy with the company logo. Branding is fine, but your message is more important.
Don't forget the importance of copy when designing brochures.
You have your brochure designed perfectly and it's time to fill in the copy. By now, your creative skills are drained. Go take a break and come back when the juices are flowing again, because this is where the real work begins. This is where you sell instead of impress.
Listing your products' features isn't enough to sell. You have to give the customer benefits. Tell them why they should buy from you.
Start your brochure content with the same rule you applied while designing it. KISS. Begin by writing down a list of product features. For example:
HP Printer-
- 15 pages per minute
- 5 megs of memory
- 250 sheet paper tray
- 100 sheet bypass tray
Now turn your features into customer benefits. Why? Because customers don't care about you or your product. Customers are interested in themselves, and how you can help them. As much of your brochure as possible should be about them. For example, the list of printer specs should read:
HP Printer-
- No wait 15 pages per minute
- 5 megs frees your printer queue
- Stock up to 350 sheets of paper with a 250 sheet paper tray and 100 sheet bypass tray
See how the boring list of specs turns into 'about you' statements? This is only one of hundreds of rules to designing perfect brochures.
If you've read this entire article, (it's actually an ad) then you can see how well our copy captivates customers. Think of what our professional team of copywriters can do for your brochures. Make an investment in professional copy.
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