A retail business brochure is an effective way to put your company’s information, services and products in the hands of current and potential customers. When done right, a retail business brochure can be an effective marketing tool to help you increase sales and new customers. You can get the most out of your retail business brochure by using proven marketing techniques, helping you get your message across to customers in a professional and compelling way.
It’s easy to see when a business doesn’t put the necessary time and effort into their brochure. Too many companies simply put information together, paste it on a folded page, and call it a brochure. Doing this prevents a business from maximizing its exposure to customers. When a customer holds your brochure in their hands, they’re a captive audience, so you want to make sure you have the right message and delivery to meet their wants and needs.
Determining the content of your retail business brochure is as simple as following Marketing 101: Present your business as a solution to customer needs. A brochure is not the place to brag about your awards and grades. The client is trying to determine if you can help them and if you offer the solutions and answers they are looking for. If they can’t immediately identify the solutions you offer, they are likely to throw away the brochure.
Here are some tips to keep your retail business brochure out of the trash and on the minds of buying customers:
o Become a connoisseur of business brochures. Research other companies’ brochures and identify those that are both visually appealing and appealing to the customer’s desire for solution. As you review these brochures, determine how you can replicate the design and message; but make it unique to your business.
o Consider your ideal client. What does this client need? What message will be most attractive to him or her? Once you can identify the need and solution, craft a message that is creative, engaging, and makes them want to learn more.
o Keep the writing easy to read. While it can be nice to have a creative and eye-catching design, when it comes to the text or copy, simple is best. You want the writing to be readable by everyone, even those with less than perfect eyesight. Keep the text clean and the fonts basic and large enough to see without straining. It’s also better to have consistent fonts, rather than playing around with different looks in the same brochure.
o Incorporate your logo or an attractive image, but avoid going overboard with too many graphics or clip art. The customer is more interested in what you have to say about your business.
o Choose the highest quality cardstock you can afford. The way the retail business brochure feels in the hand is important. Plain, thin printer paper does not give an impression of professionalism. Recycled cardstock is a great option because it sends a positive message about your business.
o Make sure the text is free of errors. Check and check again. Then ask two or three people to read the brochure for you before you send it to the printer. Spelling and grammatical errors are a huge turnoff for customers. Proofreading is a simple and inexpensive way to make sure your message reaches customers.
Even during this internet age, a retail business brochure that your customers are holding in their hands can be an effective marketing tool. By taking the right steps to make sure your brochure is visually appealing, error-free, and includes a customer-friendly message, you’re doing your best in marketing.
Abe Thompson is the owner of a marketing strategy company, Splash Omnimedia, located in Columbia, South Carolina. His firm specializes in creating jaw-dropping marketing initiatives. Services including custom web design, business branding, video marketing, and search engine optimization.
branding, printing, brochures