Innovative, Effective Marketing Brochure Design

Your brochure design makes the difference between successfully getting new customers and simply wasting your money.

Statistics prove a brochure is the LEAST effective, most expensive marketing material for most businesses.

The only reason you need a brochure is because prospects are accustomed to brochures and will often request one. So, do create a brochure, but use these Brilliant brochure design tips.

1. There are two types of brochures: informational and motivational. Most brochures are informational but the more effective brochure design is motivational (as the name implies). Certainly, there is a time and place for a strictly informational marketing brochure, however, if you only have budget for one style, it must be the motivational brochure design discussed in this lesson.

2. Print your brochure on the same paper stock that your business card is printed on (unless there is a very specific reason not to do so). Depending on your paper stock, you may not need the recommended 80 lb weight; work with your printer to decide.

3. DO NOT PUT YOUR COMPANY NAME ON THE FRONT OF THE BROCHURE! The front of the brochure is really a headline which must entice the prospect to open and read the inside of the brochure. Use a question that pulls the reader into the brochure. (Use a "yes" question; you want the psychological positive buy-in as the prospect opens and reads the brochure.)

4. Include a map or locator phrase which includes your major cross-streets, landmarks, or your service area; this should be on the back panel of the brochure near your phone number and address.

5. Use customer testimony quotes on the back panel of your brochure – instead of a self-mailer panel. (Brochures mailed alone using this panel for address information were the least effective marketing tools in numerous surveys.)

6. If your brochures will be displayed in a rack (like at a visitor center or chamber of commerce), put the headline (question) at the top where it will be visible in the rack.

7. Keep brochures headlines to less than 10 words.

8. White space in a brochure will increase readership an average of 12%.

9. When possible, begin text sections with larger letters; it increases readership by 13%.

10. Use bullets frequently in a brochure.

11. Put captions under all photos; they have the highest readership rate second only to headlines.