Creating A Brochure That Gets Noticed

Most mistakes found in brochures occur because of a false belief that the purpose of marketing/sales collaterals is to produce sales. Not so. The purpose of collaterals such as a flier or a brochure is to get the company's name noticed by the right decision maker at the right company. It should not be written and designed to sell, but to inform, to educate, to provide potential solutions, and to create a positive impression.

The following tips will help you create a brochure that gets your company noticed:

1. Keep the writing and the design simple.
2. Write for the reader, not for yourself or your boss. Do not use industry jargon or acronyms--ever.
3. Understand the readers' wants and needs and tell them how you can meet or exceed those wants and needs with solutions they can use.
4. Only write about yourself in the "About Us" section; everything else should be about how you can help the reader. Include a quote from the President & CEO outlining his/her commitment to providing the best products, customer services and experiences possible.
5. Use headlines, subheads and bullet points or numbered items so readers can quickly scan to get what they want, not what you want them to get.
6. Use art that complements and enhances the copy. Art should show the reader what you are trying to tell them with words.
7. Liberally use white space. Nothing should look crowded or tight.
8. Use a quality paper stock and print 4-color. Remember, the collateral should leave a positive impression.
9. Use a trim size that will fit or can be folded to fit into a number 10 envelope, as collaterals are not stand-alone items. They should always be mailed or shared with one of the following:

• A sales letter.
• A white paper.
• A case study.

The best way to share your collaterals is:

• Direct mail.
• E-mail opt-in attachment.
• Trade show handout.

Although collaterals are traditional and have been around for ages, they remain an important part of your marketing mix. To not use, misuse or abuse them is a mistake.

Feel free to add your thoughts.