There are hundreds of ways that potential customers can find out about you. They may get a referral from a previous client, or find you through a Google search. They may see one of your ads in passing, or randomly spot the name on your office door. They may even come across some branded merchandise.
Of all these incidental introductions, brochures may be the most effective, because they are the most likely to be retained. Another form of exposure can soon be forgotten, but if a prospect picks up your brochure and holds onto it, they are likely to look at it a second or even third time, and each additional reading increases your chances of sales conversion.
For this reason, the main function of your brochure should be convincing prospects not to throw it away. The first step in achieving this goal is to pick skilled brochure designers; Sydney is a good place to start your search. Look for referrals and samples of previous work to be sure you’re getting the best talent. So, what defines good brochure design?
It stands out
Look around any public space, and you’ll notice the bulk of litter comes from discarded brochures. Consumers take one look at them and toss them in a bin, or leave them on the bus seat. An effective brochure isn’t just direct advertising. It’s also entertaining and informative. That makes the reader enjoy consuming it, so they’ll want to keep it.
A smart way to do this is to link the content on the brochure to other brand content avenues. Let the reader know they can find similar materials on your website, your social media pages, your weekly radio show and so on. It invites further engagement and stands out from a crowd of bland brochures.
It makes a good impression
Advertising lore suggests that if you want to catch a prospect’s attention, you should either annoy them or make them laugh. Both approaches will make you memorable in the consumer’s mind, but only one will leave a positive impact.
Another adage recommends you grab a prospect’s attention through FUD: Fear, Uncertainty, Doubt. Again, this tactic will sear you into the customer’s mind, but it’s likely to have negative connotations. Try to make a good impression instead. Get them to associate your brand with pleasant sensations, and they’re likely to come back for more.
It has staying power
When you’re trying to teach your child a lesson, you probably do it with a scary story. But when you’re trying to impress a date, you’re more likely to tell them something fun, or something funny. Now would you rather get a favor from your child or your date? Better yet, would you rather be treated like a child or like a date?
FUD has proven ‘stickiness’ in the advertising world, but it’s not an ideal long-term strategy. It may lead to one-off panic purchases, but it won’t keep your customers coming back. On the other hand, entertainment, real excitement, and pleasure don’t just trigger warm memories; they also induce the urge to seek more of the same.
It’s a good return on investment
Brochures are an interesting form of advertising when compared to TV, radio, newspaper, magazine, or social media spend. For all the other channels, you pay for the creative concept, and then you pay for dissemination. With brochures, you cover the cost of creative once, then do a print run, and each subsequent print is cheaper since the template is already done.
Glossy prints can deliver far more results with far fewer resources. All you need is a gifted tactical designer and a printing outfit that guarantees high-resolution work, in full color, with constant deadlines. In this sense, brochures are among the most cost-effective forms of advertising. Just be sure to get the right artist, so that your effects are well directed.