Handing out brochures is one of the oldest tricks in the marketing playbook, and it remains effective, even with the rise of digital marketing strategies. After all, they can be highly persuasive and memorable, especially if their designs, layout and messaging are closely integrated with the brand’s digital marketing campaigns.
Today, we’ll help you deliver a clear message using marketing brochures. Let’s start with some actionable tips that can help elevate your brochure marketing strategy.
Specify the target audience of your brochure design.
Do you already have a product brochure design in mind? Or are you still brewing some ideas on how your marketing brochures will look? Hold on. Let’s define your target audience first. Like any other marketing tool or material, a brochure should be targeted to a specific audience and aimed at driving well-defined goals or metrics.
Simply put, you have to figure out who you want to target and what kind of action you want to elicit. Say you want to create a product brochure for your latest offering to be distributed at an upcoming trade show. Define your target buyers—their age, income, lifestyle choices and buying behaviours. With those demographics in mind, design your brochure and showcase your new product. Find colours and layouts that resonate with your audience while highlighting your latest offering. And since you’re targeting people visiting the trade show, it’ll be helpful to include a coupon or promo code on the brochure that’s redeemable during the event.
Maximise a brochure layout to boost your brand messaging.
The structure or layout of your brochure should guide your copywriting process. Here are some specific tips on how to best approach each page or fold in a brochure:
Use the front page to grab the reader’s attention.
From texts to graphics, every element on the first page should compel a reader to turn the page. You can build intrigue by proposing a question or writing a brief & bold tagline. If you’re promoting a new product or a special deal, feature it on the front page. No matter your goal, limit yourself to one clear yet impactful message on the front page. You still have a few more pages to expand on the details anyway.
Ensure the main contents are concise and skimmable.
Once you’ve caught the reader’s attention, it’s time to follow through with what you’ve promised or introduced on the front page. Make sure the main contents are filled with information that the reader expects to find out after looking at the first page. Write concise and easy-to-skim sections to keep your audience engaged.
Maximize the headers to keep the readers interested.
When used properly, headers are powerful enough to deliver a clear message. They should clearly and concisely state a product feature or introduce a section. That way, your audience can have a glance at what you want to promote or share. So avoid empty words like ‘about’ or ‘introduction,’ and choose expressive descriptors.
Write brief descriptions to back up the headers.
Don’t stop at writing catchy headers; back them up with straight-to-the-point and engag