A brochure is an inexpensive and highly effective way to gain attention in a crowded marketplace. How do you make your steering wheel stand out from the crowd? Here are some techniques professional designers use to make flyers “pop.”
1. Write a concise headline or title.
Make it memorable, unusual or provocative by using a few carefully selected power words. Popular titles contain one or more of these words: Easy, The Secrets to, Unlock, Finally, Insider, Time Sensitive, How to, Free Bonuses, Now You Can, Discover, Proven.
2. Use colorful or flashy graphics.
One large image will have more impact than many smaller images. A stunning photo or illustration grabs attention, sets a mood, and supports your story. This image is your “focal point” and will attract your readers. You can buy cheap but quality stock photos on the internet. Download individual photos or buy a CD with hundreds of images.
3. Focus on the benefits of your product or service.
Your prospects will ask the question, “What’s in it for me?” She writes from their perspective using the words “you” and “your.” Avoid using the following words: we, us, me and our. Be sure to keep your text short and to the point. Some of the most powerful words to use are: free, save, love, new, results, and guarantee. Break up long paragraphs with bullet points and place them in a separate box.
4. Use compelling testimonials and case studies.
Nothing strikes a chord like an endorsement from a happy customer, especially if it demonstrates the results they’ve had with your product or service. Be sure to include the first and last name, company name, and location of the person providing the endorsement.
5. Organize your page with boxes, borders, and areas of contrasting colors.
You don’t need to fill your flyer with wall-to-wall text and graphics. Add white space to highlight certain elements and make the flyer easy to read.
6. Make your points easily identifiable.
Highlight bold headings and subheadings, but avoid using ALL CAPS because they are harder to read.
7. Don’t get too complicated.
Keep it simple with two typefaces and line up the elements in a grid. Your page layout program will provide you with guidelines that don’t print. Use the “snap to guides” feature to easily align items to the grid. Take into account the print margins. I suggest you create your design with 1/2″ margins on all sides, or add 1/8″ for bleeds on items that print off the edge of the page.
8. Don’t forget to review.
Ask someone else to proofread your work. Check your contact information. Check the phone numbers on the flyer to make sure they are correct, and type your website URL to make sure it is correct as well.
9. If you’re on a tight budget, try this.
Select unique or vivid colored paper and print with black ink. Use shades of gray to provide contrasting background tones and areas.
10. Offer a discount or special price for a limited time.
Design a coupon in the bottom quarter of the flyer. Be sure to clearly state the terms and limitations of the offer. If it’s a mail-in coupon, be sure to include payment specifications with areas to fill out credit card information, mailing address, etc.
You don’t need to reinvent the wheel when creating your brochure. Use these proven techniques and you will see great results in your marketing efforts.
Copyright 2006 Karen Saunders