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Brochure design Frequently Asked Questions
The top 5 reasons why brochures are still important
- Shoppers are kinetic. We aren’t always online, sometimes it’s easier to pick up paper. Prospects hang onto paper more–so long as it is well-written and has a great design.
- Face-to-face connection. When we’re face-to-face with a prospect, it’s nice to be able to hand over something physical between. The sales team looks professional to the prospect; a brochure helps you come across organised and prepared for a sales conversation, and there is still a connotation of success by having a brochure ready to go.
- Another point of contact in the sales cycle. These days you need more than 7 points of contact before a prospect trusts you. Having a brochure allows you to give them more information, raise more objections and gives the prospect the opportunity to ask you more meaningful questions.
- Ease of reading. Brochures allow you to ensure that your client has your information and a concise description of what you can offer them without having to continuously return to your website. The added advantage here is that they can take it with them into a meeting if they need to pitch your services to their superior before a decision can be made to utilise your product or service.
- Tradeshows, workshops and seminars. Think about prospect-movement: you’ll want to have some kind of sales tool that not only gives the prospect something to do, but also gets them further into the sales cycle while they wait to speak with you.
Why does it cost more for a brochure design than a standard double sided A4?
The content panels of each design is what makes a brochure design more expensive. So an A4 can be folded in half, created 4 pages of content. Each panel could talk about a different product or service so the overall layout of a brochure or any document with a fold is more intricate.
Can I get the brochure in PDF format? I would also like to email it.
Yes, we design the artwork for the brochure in print format by default, but can also export the artwork for you in email friendly PDF format. If there are a lot of images then the file size will naturally be more. Any brochure PDF under 5mb should be fine for emailing.
What are good tips for brochure designs?
Before you start with the content of your brochure, think of what the brochure should achieve. If you understand the goal of the brochure then it will guide the rest of your content. Condensing your text content into less words without losing depth is an important skill to have. You need to respect the time of the reader so only tell them what they need to know at the time. Brochures themselves do not close sales, so balance the imagery and content out so that the person contacts your sales department, where the real closure can happen. Choose imagery that supports the main message of the brochure. Leave enough white spacing around the elements so that the contents do not look squashed up and desperate. Focus on the flow of the content. Start with the big promise, then support that claim with additional information and then add a call to action. The CTA can be a tel number, an email address or website. Generally it is a good idea to not send the reader to another piece of marketing material, such as a website. Always try and send the reader directly to the sales department. If your website is your product, then sending them there is fine.
How does a brochure compare to a website?
Brochures gives the reader something to hold onto. It is a tangible object which may make your offer itself seem more tangible. A website can reach more people and it is easier to update. Reprinting a brochure can be pricey and there is the distribution time and cost to consider. Websites are the modern brochure, but there are still industries where the clients do not have easy access to the internet. Brochures and websites overlap in the information that they share, but both will have their uses. You can choose to utilise both in your marketing.