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15 Things To Consider Before Reprinting Your Brochure
28 June 2011
I know it is easy to just reprint your existing brochure – particularly when you are
in a hurry!
Plan ahead and before you run out next time, consider the following thoughts:
1. Ask 10 business people you trust to review your current brochure and compare their comments.
2. Ask them to view it as if they were a potential new customer to your business, and explain you are looking for their constructive feedback.
3. Here are some questions you can ask your “review panel”:
- what impression does the brochure give?
- does it display my product/services well?
- does it describe my product/services well?
- does it reflect the look and feel of my business?
- are the photos suitable?
- is it pleasing on the eye?
- does my logo look consistent with the brochure colour palette?
4. Many businesses promote their services with a 3 fold A4 brochure. That is an A4 sheet of paper folded into 3 to fit inside a standard DL business envelope. This leaves you with 6 surfaces to place your content. Use
5. Watch how they open your brochure. Are your strongest messages where their eyes fall?
6. If more than 4 suggest changes to the layout or content of your brochure - that tells you it is time to refresh.
7. Is it a \"what's in it for ME\" layout? There is a big difference between stating your offering and saying it from your customer's viewpoint. Remember ME is the person reading it.
8. Omit prices on your brochures to save unnecessary reprints. It is more economical to insert a price sheet within the folds or staple it to the brochure.
9. To lighten the number of words, convert some of the sentences to headings or highlighted sections.
10.Use bullet points where possible, they are more easily read, and skimmers love bullet points.
11. Include good quality photos, they can often tell your story without the need for words.
12. Is there room to add some testimonials or case studies to the brochure?
13. Tell your customers what they can buy from you, don't be vague, think for them and set out their options clearly.
14. Give them choices, if it is as clear as choosing from packages A, B or C, then say so!
15. Remember to scatter some calls-to-action throughout your brochure to encourage a potential customer to contact/purchase from you.
Marketing is all about test and measure, so don't be complacent. Writing good copy makes a big difference to converting potential customers/clients to your business, and reviewing your brochure well before you need a reprint saves you making last minute hasty decisions.