Designing Brochures: Where Do You Start?

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Author: Lynne Saarte

Contrary to what you know, brochure printing actually starts with the copy. It is true. Nine out of ten marketers actually believe that you have to develop your copy first before you design your print brochures. The premise to this concept is that with only a certain amount of space provided, it would be easier to tell your story if you write it first then design after. You can always have your graphic images and pictures emphasize your message later on in your brochure printing.

The first step to writing effective copy is to understand that you do not write about you. This means that you write in the point of view of your target clients, not yours. Marketing is actually about your target clients; not you and your company. It is not what you want to say in your print brochures. But it's actually what your target clients want to know.

So after completing your copy, the next step is to make it shorter and more graphic. If you can, provide more graphics to emphasize your message. A picture can be remembered easily than any amount of words written in your brochure copy. Pictures are just more powerful for it retains value than mere words.

Consequently, you also have to consider how you talk to your target clients in your brochure. Remember that you should come off as someone who knows your target clients on a personal level. The more personal you become, the easier it will be for your target clients to be empathize with your message.

Here are some ideas:

1. Ask your staff and employees to write a copy for you. They would know what would be the best copy as they are customers themselves. In fact, why not get it direct from the horse's mouth and ask your clients to write your message for you.

2. Always assume that your target readers would buy your products or avail of your services. For a more positive response, refrain from using the words "if" and "when" in your copy.

3. Do not pepper your marketing copy with open-ended questions, especially those that can be answered by a "no". Phrase your questions in a way that your target clients always answer 'yes' to your queries.

4. Give explicit benefits that can be had from your business. What can your product do for your target clients? How can they solve their own problems with your product or service?

5. Look and sound professional. That is the best way to get your target audience to take you seriously.

Just remember to always think about your target clients and what they are looking for. When your brochure printing talks more of what they want, you will be able to get more positive response for your marketing strategy.

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