Our brochures and flyers are great for your company. Brochures might sound primitive and old-fashioned compared to internet advertising, but as much thought goes into an effective brochure with a good design as goes into the same company's website. High-tech complements low tech, but it does not abolish it. Your company needs both.
Brochures can effectively advertise events, restaurants, products, and many other things. Business owners have been passing them out for centuries. It is important for them to be succinct in language and have an eye-catching design. Every brochure must be unique. A brochure can be printed in from one to four colors, and there are many attractive and unusual ways to fold it. A brochure can be saddle-stitched or bound in some other fashion, but these kinds of binding are not common. A typical brochure is double-sided, printed in four colors on gloss paper and folded into thirds ("tri-fold").
A brochure made from heavier paper should be scored or creased to reduce or eliminate cracking while it is folded. Brochures can be printed on a digital press, sheetfed offset press or even web presses in very high quantities. A brochure, compared with a flyer, is usually higher-quality in paper and ink,and also folded.
Brochures & Flyer Benefits
Passing out flyers and brochures at the right place and time can do wonders for your business. This can happen in the street or in the mall. It starts by approaching a stranger. New contacts occur every day in this informal and personal manner. With a little initiative, the person passing them out might be able to close a sale or be referred to someone who may need your product. Studies show that even some people who pick up a flyer from the sidewalk go to the shop it advertises. Advertising is inherently such an odd endeavor that a thrown-away flyer can bring a few customers - even in the age of the internet.
- Promote New Products and Services
- Announce Upcoming Events
- Act as Company Newsletters
- Special Events Invitations
- Company Christmas Cards
- Distribute Published Articles
- Distribute Annual Reports
- Welcome & Announce New Employees
- Digitize Company Brochures
Brochures & Flyer Marketing
With the explosion of the internet and online businesses, many business owners forget how important it is to market offline as well. One of the important pieces in your company’s marketing might well be a brochure. You should have a brochure for your online and offline marketing. Brochures offer advantages that other marketing tools cannot match. Probably the most important advantage is that brochures can convey more specific information about your business than a vastly more expensive television ad can.
Brochures can tell a detailed story about your business that cannot be told through display advertising. A brochure gives you the flexibility to communicate your message with both words and graphics.
We must also not forget that while most people are online today, there are still huge numbers of potential customers out there who do not know what an @ means, and another small minority who do not own even televisions. A small minority in this big world can number into the millions; they must also learn how desperately they need your product. No one form of advertising gets all customers.
Brochures, like any other form of advertising, can be beautifully and effectively designed, but they can also be poorly made. Everything requires skill, intelligence, and ability - brochures no less than websites.
Too often, one of the first things small businesses spend precious time and money on is a brochure or flier, which they assume will be read and understood by everybody, who will come running to hire them or buy their product. That's where the waste begins - but often not where it ends.
1. The first questions about brochure use are exactly the same questions to ask about a website:
2. What is its purpose?
3. How should it look?
4. How will it be used?
5. Who will see it?
6. How, where, and when will it be delivered?
Let us answer each question separately.
Most small businesses use a brochure to list the products or services they provide and their credentials for providing them. The most important element on the cover is usually the company name. If somebody puts your brochure into his pocket, even absent-mindedly, that means he is carrying your name, logo, website address, and location around with him. His wife and family might well pick it up at home.
COMMON MISTAKES TO AVOID WHILE DESIGNING A BROCHURE
There might be graphics, but they are usually some form of clip art, which too often merely breaks up the written copy. One good picture for somebody to glance at, a strong image to pull people's eyes in so that they will want to know what else is there, should be enough.
An advantage brochures and flyers have is that they convey more information than a TV ad can, but we must give this information attractively. Do not make an advantage into a disadvantage. The most common folly in brochure-writing is to make it too "fact-heavy" for people to want to read it. Another common Smistake is to use dense, unvarying, long, somber paragraghs.
Don't think only novices are ignorant of these issues.
A client of mine, a new business providing a certified training program required by the state, recently hired a professional graphic designer to create a brochure that would probably be the only contact the prospect would have with customers prior to registration. This professional designer made every basic mistake he could think of.
After being referred to another designer, the business owner ended up with a dynamic sales brochure in which her company name wasn't even displayed on the front. Instead, the cover consisted of a photograph of a quizzical chef and the question, "What Does It Take To Get Food Safety Certification In Pennsylvania?" Inside was the answer: her company name and the tag line "A practical food safety program."
Which brings us to the most important element of any sales piece. The only way to get someone to read your ad is to start with something the person already identifies with. In this case, it's the problem: The law requires certification. So the solution is simple and straightforward. The fact is, nobody cares about a company name until they're already interested in the product or service. And nobody is interested in a product or service until they sense they have a want or need to be met.
As in other forms of advertising, less is more. The shorter the paragraph, the more likely it will be read. Limited bullets, good use of color, lots of white space—all these elements enhance your message by making the copy easy to read. A few strong, brief points are far more effective than dozens of weak ones or strong ones hampered by excess verbiage.
Distribution and Usage
Most businesses send a single brochure. A few send a second or give one to the prospect on a sales call or at a networking event. And only a tiny percentage incorporate their brochures into an entire program of contact management, sales and sales support. Unsolicited brochures are rarely read. It is very important to give some thought to how your brochure will fit in organically to your advertising and branding as a whole.
Even many solicited brochures end up forgotten in a file. And many of the requests a business receives for information, especially those that result from a solicitation, are merely attempts at a polite brush-off.
We offer you our experience and our know-how to advise you on whether or not to use a brochure. If you and we decide together that a well-designed flyer or brochure would increase your sales, we will design it for you, and we will also design a program for you to use this material effectively to help your business.