Brochure Design - What Not To Do
Several things usually give away the fact that a brochure was written by an amateur.
Let me point out several "don'ts" and then we'll discuss how to correct them.
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The most common mistake made in brochures (in copywriting in general) is focusing on
your company. I know it sounds strange. The point of a brochure, and of every other
advertising piece, is to convince the customer that they need your product or
service, right? Simply listing all the things YOU consider important about your
company will not convince anyone but you.
The inclusion of over-used clip art is probably the second most popular mistake.
Microsoft puts the exact same clip art in every version of Word. If you have it on your
computer, chances are almost everyone else with Word software has it, too. It's a dead
giveaway that you've used freebie photos and graphics. That does not display a
professional image.
The third clue that a brochure is homemade is lack of focus on the target audience. I
can't say it enough... KNOW YOUR TARGET AUDIENCE.
My famous example is to remember your mental process when you sit down to write a
letter. You don't write a letter and then think, "Gee, I wonder who I can mail this
to."
Instead, you first decide who you'd like to write and then you compose the
letter. Even if you give the exact same facts when you write several people, the
letters will all be different.
Why?
Because you've altered your writing style to fit the recipient. A letter written to
your mom about your new car would sound completely different than a letter written to your
girlfriend. The same applies to copywriting.
Correcting the Mistakes & Looking Professional
First and foremost, take the focus off how wonderful your company is. And put it where?
On how your customer will benefit from buying from you. Let me give you an example.
One brochure I recently edited read this way: "We offer the most innovative
methods of ____ to date. We are known for our dedication and long-standing commitment to
quality. We create strategies and policies that stand the test of
time." Well, are YOU convinced to buy from this company? Me either.
The entire focus is on the company. Nowhere does it state how the customer will benefit
or why they should do business with this firm. Let's re-write it and put the focus where
it belongs.
"You will benefit from using our most innovative methods of _____. Our dedication
and long-standing commitment to quality ensure you that a long-term project will be
completed on time and to your full satisfaction. Because we work with you to create
strategies and policies that stand the test of time, the future of your firm is
secure." Better? I think so, too! Now onto the next challenge.
When it comes to using photos and graphics for professional work, stay away from any
clip art that is included within a software program.
Rather, go to sources like www.yahoo.com who offer a "photo gallery." While
these are not free, they certainly are cheap. I believe only $3.00 per photo. The
assortment is enormous. You can also borrow a friend's digital camera and shoot your own
photos.
As far as graphics... visit places like www.arttoday.com who offer a free subscription
to their graphics section. You may also get a paid subscription (which allows an even
greater assortment). Problem number two is solved. Let's move onto our last - and most
important - challenge.
If you have a multifaceted target audience (say professionals in the medical field) you
will need to accommodate each of them in one way or another. If the brochure seems
generic, and doesn't meet their needs, it will not hold much persuasive power.
In order to "segment" a portion of that audience (say dentists) I recommend
saving your money from reprinting the entire brochure. Instead, just insert one separate
panel.
It's easy really, just print a short piece (one panel) that's the same height and same
stock as your regular brochure. Since it's one panel, you'll have two sides to print on.
Insert he appropriate panel in with your regular brochure before you give it out or mail
it. Viola! Instant segmentation at a fraction of printing five or six different, whole
brochures.
To summarize,
take the focus off you and put it onto your customers where it
belongs. Avoid clip art that comes with software programs. It is sorely overused.
And lastly, speak your customer's language. Target (or segment) your audience by being
specific to them and their needs.
Keeping these tips in mind when you create or edit your brochure will allow you to
present a professional piece of advertising. More importantly, you'll remain within your
budget.
Most buying decisions are emotional. Your ad copy should be, too!
About Karon
Karon is President of Marketing Words, Inc. who offers targeted copywriting
at www.marketingwords.com |
