Your brochure in 4 steps: your own little Dickens

They come in all shapes and sizes and personally I don't discriminate between any. If they're well-exectuted that is. So that means you want to make sure it's branded properly, has catchy cover, consists of consise information and preferably very clear and simple. You want your potential client to think: "Nice!" and you want to open the dialogue by including a proper call-to-action.




So let's dive into the wonderful world of flyering and have a look into some of the aspects you'll want to think about for a bit:


  1. Purpose & Goals

  2. Shapes & Sizes

  3. Content & Messaging

  4. Lay-out & Design

1. PURPOSE & GOALS


What are you trying to accomplish? Essential to be aware of this for all the following aspects. It includes determining the audience who you are writing for and what you want them to know.


So start to:

  1. Define your ideal customer or persona as you might call it

  2. Develop the constraints of your message

  3. Gathering everything included in your branding so far

  4. Determine what you want your readers to do after they've read your brochure

  5. Set your budget


Once you have these figured out try sketching it first. The actual design might take up more of your time then you'd like and this way you'll see relatively quickly if you like it or not.




2. SHAPES & SIZES


You're probably familiar with the standard shapes and sizes for brochures and basically it comes down to A3s, A4s and A5s folded in different fashions lke the half fold or tri-fold. This leaves you with fun named brochures like 'ye olde accordion fold' (for those fun tourist brochures) and the 'open gate fold' (if your prospect is in for a real surprise).


Ok, so for prints.

If you're trying to set up shop for a small or medium sized company you might want to start out with a once folded A4 (so A5 pages). This should give you more than enough room to tell share a bit about your company and which challenge (or two) you can assist your prospect with. A simple one reason to start out with this one is also: the costs. Printed materials can be very costly, especially when ordering low numbers of prints. Do keep in mind that you pick paper that's thick enough to have that 'professional' feel.


Tip: don't order too much because you'll make a mistake at some point or find something you'd like to improve; sorry but it's true!


If you have something extra that you'd like to share for special occassions like a conference or workshop it's ok to create an insert that fits into your brochure. This really saves you the investment of making a huge brochure that gets outdated quickly and actually means your more flexible. Just make sure it's in the same style.


So for instance:


For digital brochures.

Of course, you have lot's of information to share and you can all put it in a digital brochure. These digital brochures are easy to send and can serve very well for follow-up purposes if you get questions and your future clients want to know more.


In this case you have very few limitations except that you don't want to make it too massive; both in actual file size (don't want to be crushing inboxes), document dimensions, and content wise.


3. CONTENT & MESSAGING


This is where things get tricky. As mentioned before it should be consise and simple but still you want to make sure your message gets through and you want it to stick. So how? There's loads of roads leading to Rome but I prefer to challenge prospects that I talk to but that doesn't mean something more traditional like an overview of what you have to offer is wrong. In our next blog we'll have a look at how turn your traditional brochure into a challenging one.


Traditionally speaking there's a few things that should always be included:

  • Enticing headlines

  • High-quality image(s) or a neat design

  • Little bit about your company

  • Mission statement

  • Overview of your offering

  • Something that shows your relevance

  • A clear Call-to-action

  • Contact details

To increase your chances of it being read and enjoyed try to think of the textual aspects of your brochures like short (really short) stories that you're trying to share with your reader.


Some pointers to 'tell a story':

  • make it a real one; find out what's going on with your audience and relate to it

  • use yourself as a test subject; would you like it?

  • a good story has a striking beginning, compelling middle, and inspiring end

  • try to hit the feels

4. LAY-OUT & DESIGN


The main purposes of these items is readability and aesthetics of your brochure and can also greatly improve the chances of people remembering your message.


In terms of layout:

  • The headline of the brochure should clarify what the leaflet is all about, instantly.

  • Short sentences because it's a brochure, not the bible.

  • Use bullet lists whenever your summing up anything

  • Create several smaller text blocks instead of continous ones

  • Include enough white space in the right places to give your reader's eyes some well-deserved rest

  • Yes, use headers an bolding but definitely don't start using too many fonts-effects (choas ensured)

  • Create structure and hierarchy

  • Make use of a grid and try to apply the rule of thirds (same as in photopgraphy; google is your friend)


In terms of design:

  • Make sure it fits the rest of your branding

  • Don't start matching rondom colours but find the colours that complement the ones in your logo (this is actually your branding colour scheme)

  • If you have design elements stick with them and repeat them

  • Include stunning images but please: no stock photos of smiley people shaking hands

  • Pick paper that sticks out

  • As for the inspiration and and creative just google away. The internet is filled with inspiration. Check out some real nice ones here, for instance.

In any case, try to have a little fun with your brochure and don't be to formal. Like anyone else your reader will most likely enjoy a little joke here and there. And if you feel like you might need some help on this one:


Check out the details of my brochure workshop. The goal? Creating your own company brochure in a 3 hour-workshop.


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© 2019 by Nick Veringmeier