McFadden Hvass posted an update 1 year, 8 months ago
You can think that an actual physical brochure isn’t necessary anymore in this digital era, but guess again. A professionally designed and printed brochure can be a vital lead-nurturing tool. When you meet someone face-to-face the first time, whether it be at an event, trade exhibition or an initial sales meeting, you are taking the time to find out about each other’s businesses. What happens when you leave? A well-executed capabilities brochure will remind your prospect of the services you offer and, most significantly, what sets you aside from the competition.
In a initial contact, a
capability statment design could be more effective than some other marketing asset because it’s immediate. Your prospect won’t necessarily take time to visit your website after a preliminary meeting. Because the brochure is right in front of them, it will often intrigue these to learn more about your firm and then visit your website.
A professionally designed print brochure is especially important for small businesses. It builds credibility by conveying important messages in regards to the value of your products or services. It helps to create your brand, and positions you as a legitimate business inside the minds of prospects and customers.
To connect with readers, every brochure needs three essential design elements:
Attention-grabbing cover. Likelihood is your prospects have very short attention spans. In case your brochure cover doesn’t immediately catch their eye and pique their interest, they won’t open and read the rest of the brochure. To obtain the attention of your target audience, combine a visually appealing design having an attention-grabbing headline that addresses a strong benefit for your customers.
Compelling content. You care a little more about your business than your prospects do; they aren’t interested in a detailed history of your small business. Instead, they want to know how your products or services can help them save time, lower costs, have more sales, or run their business more efficiently. Focus your articles on the problems and challenges your visitors face and just how you solve them a lot better than your competitors. Use graphs, charts or images to assist support your articles, and convey your message faster.
Powerful proactive approach. The primary reason for a brochure is always to move people to the next phase with the sales cycle. Do you need them to go to your web site? Get the phone and demand a free estimate? Contact you via email to get a downloadable white paper? An excellent call to action tells your potential customers exactly what you want them to do. It also stands out from the rest of the copy in order that readers can’t miss it.
From a visual standpoint, a brochure must appeal to your particular audience. For instance, if you serve an even more conservative market, edgy or trendy elements of design might look clever to you, but they don’t reflect the mindset of the readers.
Simultaneously, consider the image you would like to project as a business. Most B2B firms use a matte finish on the brochures because it looks more distinguished and professional. Retail companies often use glossy finishes, since they make product pictures and pictures stand out more.
Your layout and design of inside pages should fully trust the content. Use benefit-driven headers and sub-headers to catch the reader’s eye. Include a lot of white space to really make the brochure readable.
Make sure the brochure’s visual elements – color, imagery, font, logo, etc. – align with and support your brand. Consistency of brand image can be a key ingredient in earning your prospect’s trust.