If you have decided that a brochure is right for you, here is a simple step-by-step process for creating your brochure.
- Determine your brochure’s purpose. Why are you creating this brochure? Is it to provide product details? Establish your company’s credibility? Get prospects to call you or arrange a meeting? Distribute news? Sign up for a free trial? Purchase a product? Before you can create an effective brochure, start with one clear purpose. Think about how you will use it during your marketing and sales process. Rarely will one brochure be effective as a prospecting, lead generation and sales tool, so define how you will use this brochure and stick with that purpose.
- Identify your target audience. Who are you creating this brochure for? What do they want to know? What questions do they have? What would they find interesting or informative?
- Decide on your budget. How much can you spend on the brochure? Will you hire a copywriter? A designer? Do you have enough money budgeted for full-color printing?
- Decide on your time frame. Plan ahead. Great design and copy take time. If you need something for tomorrow’s meeting or the trade show next week, you will sacrifice quality for fast turnaround and you are much more likely to miss typos and other errors.
- Create your brochure’s contents. Choose the top two or three problems most people who use your products and services face and describe them in your brochure. Then, provide examples of how your product or service solved those problems along with case studies, testimonials, and other credibility boosters. Don’t try to cram your entire sales pitch into one brochure. Keep it simple.
- Create the brochure’s design. It’s much easier to create the brochure’s design if you already have the content. If you have a low budget, consider purchasing a templates. Otherwise, consider what type of design you prefer from your graphic designer. Collect samples of competitors’ brochures and provide detailed feedback about what you like and don’t like. If you have ideas for placement, colors, and images, be sure to tell your designer.
- Edit. Despite your best efforts, inevitably, you will need to tweak your content to fit the design layout. Some sections will be too long to fit on a page. Others may be too short. Work with your designer and copywriter to find a balance between design and content.
- Proofread. Once the brochure is finished, proofread it at least three times. If possible, get three other people to proofread it as well.
- Send to the printer. When you are happy with the design, content, and revisions, send the brochure to your printer. The printer will likely give you a final proof to look over before they print the document. Again, proofread this carefully to make sure all images are in place and the right fonts are used. When you are happy with the proof, give your final approval.
As you create your brochure, avoid the temptation to make it all about you and your company. Instead, focus on your prospects’ problems, the benefits your solutions offer, and include a call to action.