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Creating your brochure well is the surest way to get your message across to all your clients in the competitive Singapore market which still relies on print.
The main purpose of a business brochure is to clearly, concretely and concisely convey your message to the target audience out there. Unfortunately, the life has become faster than ever and you cannot possibly encourage people to read a boring brochure or any other marketing material. A poorly designed brochure not only wastes the resources you spend on it but also frustrates and confuses the readers – not to mention this approach repels the target audience toward your competitors.
You cannot be in two places at the same time but your marketing material can. That’s why you need to give brochures more importance as they are your business representatives. Let’s see the best way to create a brochure for your marketing campaign.
The most important thing on any marketing material especially brochure is its headline. That’s how you grab people’s attention and that’s how you convey your primary message. However, many marketing and branding experts agree on the fact that a brochure headline must be less about your business and more about your target audience. For example, if your business solves a particular issue then the headline must be about that issue and/or the possible solution.
Evidently people don’t read further if the headline is boring, unappealing, misleading or vague. There is no point in designing a great brochure and use such heading that cannot grab people’s attention. You need to think outside the box and try hard to stand out from the crowd to make a difference but in the meanwhile you shouldn’t forget the basics. The basics include your business name, brand name, multiple contact details, slogan, tagline, logo and other things related to your brand.
Make sure the contents of your brochure are divided into easily readable and digestible pieces supported by high-quality pictures and other visual elements. Regardless of whether your business is product or service oriented, you need to add visual elements in your brochure so get people’s attention. The text part of the contents must be concise and clear. Putting too much information in the brochure is a counterproductive approach as it would confuse your readers and encourage them to stop reading further.
In other words, you need to focus on the main points to emphasize them. It is essential to include “the problem” and “the solution” but adding “the mechanism” in the brochure is not recommended. You should write the contents of your brochure according to your target audience. You need to meet them at their intellectual level and using hard to understand words and language is not a good approach.
You primary purpose is to let people know about your business, products and services; you need to do that in as easy language as you can. Also you need to encourage the readers to contact you; the assumption of the readers contacting you on their own is not going to lead you anywhere. Always include call to action‘s (CTAs) in your brochure.
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