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How to make an Effective Brochure by Nishchal Par

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The purpose of this guide is to provide entrepreneurs a ready reckoner every time they invest in creating a brochure for their product, service or business

Published in: Marketing

How to make an Effective Brochure by Nishchal Par

  1. 1. How to make an sexy brochure for your business! effective (iN 5 SIMPLE STEPS!) By Nishchal Par
  2. 2. I want to begin by helping you change the way you look at a brochure. Most entrepreneurs look at their brochure as an information source. Their biggest worry is whether the brochure has too much information, or too little. This approach, unfortunately, focuses only on ‘how much’ information goes in to the brochure. If you find yourself in the same position, don’t ask - how much information should go in my brochure? Rather ask, what should I say in my brochure that will help me make a sale? Look at your brochure as your salesperson, someone who is talking to your potential customers on your behalf, why? Simply A new way of looking at your brochure! because you cannot be at multiple places, but your brochure can. Now I do understand that a real salesperson is very different from a brochure, but if you model your brochure after a salesperson, what you will create is an extremely effective brochure. One that makes a sale. So let’s take a look at the 5 steps you can take to create an effective brochure for yourself… Don’t ask - how much information should go in my brochure? Rather ask, what should I say in my brochure that will help me make a sale? For best results download the guide, it’s FREE!
  3. 3. Step 1: Define the reader Step 2: Set your objective Step 3: Create an outline Step 4: Collate information Step 5: Refine the content The 5 steps to create an effective brochure!
  4. 4. Step 1 Define the reader
  5. 5. Most people are lazy when it comes to defin- ing their target audience (the reader), don’t be one of them. Defining the person who will read your brochure will not only make your brochure relevant but it will ensure that it will be read even if it is poorly written. Let me share an example: Our client, RIBO, a world class boiler component manufactur- Step 1 - Define the reader er, had initially defined their reader to be the Purchase Manager of a company, someone whose primary concern was price. Howev- er, we soon re- alized that even though the pur- chase is made by a Purchase Man- ager, our target reader was really the Plant Manag- er. His concern on the other hand had more to with machine breakdowns and losing his job for halt in production, rather than price. Suddenly all the information we had collated targeted at the Purchase Manager seemed totally irrelevant and we started again. This time focussing on the Plant Manager, making the brochure more relevant. Use the questionnaire at the end of the guide to help you define your reader. Image: Brochure design for RIBO by dfc designs Defining the person who will read your brochure will not only make your brochure relevant but it will ensure that it will be read even if it is poorly written.
  6. 6. Step 2 Set your objective
  7. 7. Defining the reader is about understanding what the buyer wants. Setting the objective, on the other hand, is about what you want. Setting an objective is asking yourself – what is the next action step I want the reader to take? Meaning, after reading the brochure I expect the reader to do ‘x’ which could making an online booking, fixing an appointment, or downloading a free eguide etc. The objective must always be specific and not broad. Look at your sales process as a series of steps, and see which step your bro- chure comes in and what needs to happen immediately afterwards in the process, this will make the objective clear. Step 2 - Set your objective Images: Brochure design for Wazir Advisors by dfc designs Setting the objective is about what you want.
  8. 8. Step 3 Create an outline
  9. 9. Once we are clear about who our reader is and what we want them to do, we can then create an outline of the information we want to share to go through to help make their buying decision. Think of your outline as your brochure’s index. Most brochures I have seen start with ‘about us’, this is not a compulsion. Do what will encourage the reader to take the necessary step. For example, for our client Agile KidsTM , who is in the creative education field, we featured the client testimonials on the first page. The reasoning was simple, Agile is a new player in the market and needed to quickly establish the fact that their product worked for others and can work for you as well. Step 3 - Create an outline Images: Brochure design for AgileKidsTM by dfc designs Think of your outline as your brochure’s index.
  10. 10. Step 4 Collate information
  11. 11. This step is simply about collating all the possible information you will need as per the outline that you have created. I would suggest that you do not filter out any information here, get everything together, including images you feel must be used as per the outline. Step 4 - Collate Information Images: Digital brochure design for First Rain Exhibits by dfc designs Do not filter out any information here, get everything together.
  12. 12. Step 5 Refine the content
  13. 13. Once you have collated all the information, let a copy writer refine the content, or you can do it yourself if you like. If you are doing it yourself, ensure that you take a little break before you start, this will refresh your mind. A day is great, but if that’s not possible take at- least an hour. Now go from start to finish and see what must stay and what must go out. One suggestion is to read the content out loud and slowly. This will help you understand if your content is repetitive or irrelevant. One very important question you must ask during this step – ‘Does this sentence/infor- mation deserve its place in this brochure?’ If the answer is no, just remove it. Step 5 - Refine the content Images: Brochure design for Paragon Apparels by dfc designs Ask yourself ‘Does this sentence/informa- tion deserve its place in this brochure?’ If the answer is no, just remove it.
  14. 14. Bonus tips
  15. 15. 1. Keep it simple stupid Stay away from using big and complicated words, it will go against you if your reader doesn’t understand what you are trying to say. If you confuse your reader they will NOT buy, it is as simple as that. So keep your language really simple. 2. Some read and some don’t There are people who don’t like to read, they will just skim the headlines, but there are those who will read in detail. A good rule of thumb is to write for both of them. So write whatever needs to be written no matter how long, but take snippets of relevant information from the content and highlight them. 3. Make the conversation one-on-one Make the reader feel that you are talking to directly to him/her not as someone in the crowd. A good way to do that is to use ‘you’ in your content, a lot, rather than saying ‘we’. 4. Make your points count This one is simple, for multiple points either number them, or use bullet points, just remember to make it easy for the reader to consume your information. 5. FAQ them Frequently Asked Questions (FAQ) are a great way to raise common objections and answer them then and there for your potential buyer. Use it to your advantage. Tips on Copywriting
  16. 16. 1. Who’s the boss? As you can see, the sentence above is big and bold, the sentences here are small. There is clear hierarchy as to what must be read first and after that and after that. This is called Visual Heirarchy. Make sure your brochure has it. 2. Let there be white Ensure that there is a lot of breathing space, throughout the brochure. Space makes reading easier. White is a great color when there is a lot of information. Don’t crowd the page, spread out the information such that the reader can focus only on that topic. 3. Be careful about your image Don’t be a cheapskate and use images found on google, they are not for sale. There are a lot of images that can be bought online* they can elevate your company’s imagery, some are cheap some are expensive, tell your designer to explore them. 4. Too many fonts spoil the look Make sure you use only one or maximum two different fonts. Too many fonts can make the brochure look very unprofessional and cheap. Tips on Design * Stock image sites: istock.com, shutterstock.com, bigstock.com, gettyimages.com(expensive)
  17. 17. Demographic Information 1. Age group: 2. Gender: 3. Education level: 4. Income: 5. Country: Professional Information 1. Type of industry: 2. Designation: 3. Organization role: I would recommend you talk with your existing customers as well as do a simple research with other potential customers to answer these questions below, the more real the answers the more effective the brochure’s content will be. Psychographic Information 1. Biggest concern at the moment: 2. How do we help solve this problem: 3. Most common objections they will have: 4. What kind of information do they read (example websites, magazine etc): Questionnaire
  18. 18. About the author Other guides by the author Nishchal Par is the founder of dfc designs where he helps small and medium sized companies get their unique visual brand identities. 3 simple steps to create your logo. (To read guide, click the image or click here) The ABC of branding (To read guide, click the image or click here) Does your company look professional? (To read guide, click the image or click here) How to attract customers to your exhibition stand. (To read guide, click the image or click here) To know more about Nishchal click here You can also write to him at nishchal@deepfriedcolors.com To see work done by dfc designs visit www.deepfriedcolors.com
  19. 19. Photographer: Garry Knight Image Title: Reading A Newspaper By A Wall Link: www.flickr.com/photos/garryknight/4659576761 Photographer: Kat Northern Lights Man Image Title: Stepping Link: www.flickr.com/photos/orangegreenblue/10746579785 Photographer: Megan Young Image Title: Chinese tip jar Link: www.flickr.com/photos/mercylane/13962158631 Photographer: Bronski Beat Image Title: Old football going for goal? Link: www.flickr.com/photos/runesteiness/3843101159 Photographer: ellenm1 Image Title: Scribble series Link: www.flickr.com/photos/ellenm1/5401609547 Photographer: Dome Poon Image Title: A Handful of Clams Link: www.flickr.com/photos/pooniesphotos/4909214388 Photographer: kattebelletje Image Title: 14-6 Link: www.flickr.com/photos/kattebelletje/3204357009 Image Credits

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