It’s important to be both online and off with your marketing. While your web presence matters, it’s incredibly useful to have physical marketing pieces to give to your customers and prospects.
Make every word count.
You only have so much space within your brochure to get your point across so be sure to choose your words wisely. That’s why it’s important to work with a copywriter to get your messaging and voice consistent with your brand. Have it proofread by a few people who haven’t seen it so you don’t make a silly error that could have been easily fixed.
Include a specific call to action.
Do you have a strong call to action? Is there a way to track and measure your results? Having a phone number or landing page that you can track the results on will be helpful to be able to measure the results. If you include an offer in the piece, it will increase your response rates. Make sure that it’s prominent. Don’t make your customers search for your phone number, address, or website, clearly give them the important information so they can’t miss it.
Use good design principles to catch their attention.
In order for your brochure to be read, it must capture the attention of your customers and prospects long enough to keep them from throwing it out. A bright, clean design that doesn’t bombard the reader with information and emphasizes the important text will help drive better results. Also, it’s always important to work with a designer who understands your brand so the design represents your company well.
Before sending off your file to print, ensure that everything is set up properly. Images should be 300 dpi and in CMYK format. For a quick reference before you send your file to print, ask yourself these questions.
Consider where you distribute your brochures.
It’s important to think about when your customers will have time to read your brochures. If they commute downtown, consider spending some time handing them out outside of the subway or train stations. If you have a lobby or waiting area where people will be hanging around, leave some there so people can learn more while they wait.
Brittany Giles is the Social Media Specialist at The Printing House.