While everything is going online, marketing your business through brochures is still one of the most effective ways of getting a message across and create exposure for your business (especially in person).

There are many reasons why brochures are effective for selling your products and services. A few of the most significant reasons are that they’re budget-friendly, they’re descriptive, and that they can be distributed through various channels (and therefore reach a wide variety of people).

But when designing your brochure, it’s important to do your research to explore what it should (and shouldn’t) include.

What Your Brochure Should Include

To get you started, let’s take a look at what your brochure should include:

Visuals

It’s been found that articles with images attract up to 94% more views than those that don’t—so why wouldn’t the same go for brochures? Adding visuals, whether you’re considering infographics, images, or any other type of visuals, can be very useful for making your brochures more appealing, or for simplifying otherwise complex information. Expert tip: make sure they’re high-quality and are directly related to what your target audience cares about.

Bold Headlines

Your brochure should be descriptive, but not overly descriptive with way too many nitty-gritty details. Above all, it should be organized and easy for consumers to read. When someone picks up your brochure, they should understand what they’re reading about, and be able to sort through the information easily and quickly.

Your Contact Information

Another component that you should include in your brochure is access to your social media accounts, your website, your location, and your phone number. You’ll want consumers to be able to reach you after they learn about your products and services. Otherwise, what’s the point? Social media marketing is particularly effective, as 71% of consumers who have had a good experience with a brand via social media are likely to recommend it to others.

What Your Brochure Shouldn’t Include

Now, let’s take a look at some of the mistakes businesses have made in their brochure content:

A Bunch of Different Fonts

While you’ll want to be creative when designing your brochure, it might not be a great idea to experiment with a bunch of different fonts. Doing so can make it look unprofessional and more like an art project rather than a marketing brochure. You’ll want to create a certain level of consistency throughout the brochure.

Irrelevant Content

Another “shouldn’t” on this list is incorporating a bunch of images, infographics, or other forms of content that’s irrelevant to what you’re promoting, or content that has no meaning for your target audience. As a rule of thumb, if it has little or no relevance, don’t include it. Only include graphics and content that strengthens what you’re trying to say.

Too Much Information

Sure, you’ll want to make sure your brochure is detailed and informative. Keeping this goal in mind, don’t overload your readers with too much information. Too much text has the potential to make your brochure feel extensive and taxing to read. Focus on the important details, and cut the rest.

If you’re looking to design a high-quality brochure that will make your business stand out, contact us at Immedia. We’ll help you create high-quality print, digital, or direct mail campaigns that will increase your business’s exposure.

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