Custom brochures are an easy way to distribute helpful information, offer a low-cost marketing plan compared to many other marketing efforts, build trust among your clientele, establish you as an industry thought leader, and give your business a personalized edge.
But the ROI of a custom printed brochure is only maximized when paired with an effective strategy. If you want to make the most out of custom brochure printing, you need to take the time and effort to think through every detail of the brochure until a masterpiece is created.
1.) Print Quality
You might automatically assume the higher quality of paper, the better. Higher paper quality denotes wealth, and for some projects, it’s the perfect fit. It can help your brand stand out from the plethora of marketing collateral your target persona sees on any given day.
When choosing the paper quality to print your brochure, make sure you think about your target audience and the end goal of the brochure. High quality paper may not make the most sense.
We once worked on a project with an alumni association, and for this specific project, the main objective was to ask for revenue to support a major project on campus. The association chose to print their brochure on a lower quality paper so that they did not falsely indicate their wealth when asking for money. In this case, lower-end paper better supported the objective of the project.
2.) Paper Size
You’re not limited to standard paper sizes anymore. It pays to be intentional about the size and folds of your custom brochure.
Although some principles should always adhere to intuition – reading left to right, for example – with others, you can express your creativity and stand apart from the crowd. For example, if you’re working with a tri-fold brochure, you don’t have to opt for the typical vertical layout; why not try horizontal? You don’t even have to include any folds at all; flat brochures can be just as effective and eye-catching as c- or z-folds.
The messaging should focus on the main purpose for creating the brochure. Whatever your objective may be, readers should be able to clearly and quickly understand why the brochure was sent out.
It’s usually not wise to make your company’s big achievements the center of attention. Although it’s tempting to talk about how great your company is, that information may be better served on your website’s About Us page. The messaging should mainly focus on the goal at hand.
If you feel the strong need to talk about your company, you can phrase it in a way that clearly describes how the information benefits the readers. You’ve been in the industry for half a century? Impressive – now explain how your experience helps your audience achieve a competitive advantage. You have a large facility? Amazing – how does it relate to a business opportunity for your audience?
The point we’re trying to make: it’s ok for your brochure to touch on why you’re qualified – company awards you’ve received, honorable mentions, community recognition – but don’t let it be the main messaging, and don’t let it detract from the specific objective.
It’s called the So What factor. When it comes to the CTA in your custom brochure, don’t assume design alone will win a response. Be specific as possible with what you want the reader to do after reading your brochure.
How they react to your brochure can help you track ROI. Do you want them to call you? Include a vanity phone number. Do you want them to visit your website? Create a personalized URL so you can tell if found you through the brochure. You can also include QR codes.
So when you’re strategizing what CTA to use, think about your target audience. Not every demographic is used to scanning QR codes, so perhaps a phone number would be better. Millenials are not as likely to call as older generations, but they’ll visit a website.
In the end, your target persona will dictate what type of CTA you include in your brochure.
Humans are visual creatures. You may have to spend extra effort on a strategy for the images and colors you choose for your brochure.
As with all the other details for your custom brochure, images and colors you use will depend on the target audience and the main objective of the brochure. Although trendy color combinations – think crimson and sea glass green – might attract the attention of millennials and Gen X, other generations might be more attracted to traditional color combinations like black and white.
Obviously, every audience is slightly different, so it pays to know exactly who you’re trying to reach and what they’re interested in.
Want to Get Started?
If you’re ready to get your custom brochure printed, we can print breathtaking masterpieces that are 100% true to the original piece. Request a quote and we’ll respond within three business days to your inquiry.