Brochures can be a vital communication tool should a business decide to use it in their marketing plan. They can be a highly effective device for attracting attention, providing information or promoting a product or service to a larger target audience while motivating them to take action. Though it is important to focus on a specific audience brochures can be used to remind existing customers about your enterprise or to attract new customers. In addition, when designing a brochure, the words and images used should reinforce an objective you want to achieve.

Brochures generally have a longer shelf-life than other marketing materials and are often designed to last one or more years. They require significant time for planning and development.

Developing a Functional Strategy

Brochures are often expected to accomplish multiple tasks as they can be presented to many different audiences with different needs. They should be designed to get consumers exited about your products or services, provide information to influence a purchasing decision and motive to them act. While brochures commonly illustrate a product, product line or service they can serve many functions:

Direct mailer to potential or existing customers.

Handout to attract new customers .

Included in a press kit or business proposal.

Marketing piece used at fairs, festivals, trade shows or speaking engagements.

Promotional piece left at other businesses with similar target audience(s).

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Collect Useful Information

After determining a functional strategy, the next step is to collect useful information to include in the brochure. Consider the following:

Descriptions of your enterprise .

Descriptions of your products or services.

Contact information.
Mailing address.
Phone number.
Fax number.
E-mail address.
Website address.

Hours of operation.

Special events or seasonal calendar .

Directions / map.

Visual elements.
Logo.
Photographs.
Illustrations or clip art images.

Testimonials.

Recent publicity or news articles .

Once the information and materials to include in the brochure have been gathered, it is often helpful to either draft an outline or create a mock-up version of the brochure on a folded sheet of paper so that it represents the layout of your brochure.

Components of a Brochure :-

Common components such as headlines, copy and signature information can be found in most brochures. Additional elements which may be included are subheadings, disclosures and illustrations. Let’s take a closer look at each component:

Headline

Headlines should promote consumer benefits. The headline located on the top third of the front panel of a brochure is the most important element. If it fails to grab the reader’s attention then the entire brochure will likely go unnoticed. This is especially true when it is placed in a brochure rack and the top third is the only portion that may be seen. Headlines may be presented as a statement, question, warning, or as a news alert. They should also be used throughout the brochure to create a balanced design, breaking up too much content making it easier for the reader to skim the page.

Subheading

The subheading is an answer or support to the question or curiosity that the main headline evokes and is designed to further draw the reader in. It can act as a break between the headline and the body copy and makes it easier for the reader to skim the brochure for pertinent information.

Disclosures, Terms or Conditions

When offers contain special stipulations to the sale; all disclosures, terms or conditions should be included in your brochure. This is often referred to as the fine print. Additional offerings such as warranties, options, incentives or financing terms should be included in this section.

Illustrations

Though visual elements are not required, incorporating them will help draw attention to your brochure. There are various types of visual elements used in brochures such as photographs, hand-drawn illustrations and graphic designed imagery. When possible, visual elements should show action or a product in use rather than static. This design strategy is even more effective when the action features people or other living things. Additionally, using captions along with photos help promote the overall message of the brochure.