The Power of Printed Brochures in the Digital Age
June 29, 2024, by Lisa Saville
In a world where digital media reigns supreme, the printed brochure stands out as a tangible and memorable piece of marketing. Despite the rise of social media and email campaigns, research by the Direct Marketing Association (DMA) reveals that print campaigns have a 35% better recall rate than social media advertising and a 49% edge over email. This is especially true for the under 35 demographic, who find the physicality of mail a novel experience in the digital stream.
So, how can businesses leverage the enduring power of printed brochures? Here are 10 tips for designing a brochure that not only captures attention but also remains in the minds of your audience:
1. START WITH A STRIKING HEADLINE: Use alliteration to make your headline memorable. For example, “Thinking of Selling This Summer?” connects with the audience’s seasonal thoughts and stands out in their memory.
2. CREATE A COMPELLING SUB-HEADLINE: Offer something of value that’s time-sensitive to create urgency. “We are offering Free Valuations in your area this week” personalizes the message and prompts immediate action.
3. INCLUDE A CLEAR CALL TO ACTION: Make it easy for your audience to respond. “Call us Today on [Your Contact Number] and book your Free Valuation” encourages a quick response to take advantage of the offer.
4. USE HIGH-QUALITY IMAGES: A picture is worth a thousand words. Include an appealing image that will evoke emotions about the potential new purchase.
5. FOCUS ON QUALITY DESIGN: A well-designed brochure reflects the quality of your services. Use clean layouts, readable fonts, and a color scheme that aligns with your branding.
6. HIGHLIGHT BENEFITS OVER FEATURES: Tell your audience how your services will improve their lives, rather than just listing what you offer.
7. MATCH THE TONE TO YOUR TARGET AUDIENCE: Make sure the writing style is appropriate for the demographic your product/service is aimed at to ensure that it resonates with the reader.
8. ENSURE CONSISTENCY: Your brochure should be consistent with your other marketing materials in both message and design to reinforce brand recognition.
9. TRACK YOUR RESULTS: Include a way to track the brochure’s success, such as a QR code or unique offer code.
10. CREATE AN UNCONVENTIONAL SHAPED BROCHURE: Unusual shaped brochures can significantly differentiate a brand in a crowded market and make them more interactive. Unique designs can capture attention more effectively than standard shapes, potentially increasing the engagement and retention of the information presented.
By integrating these elements into your brochure design, you can create a powerful marketing tool that resonates with your audience and leaves a lasting impression. In an age where digital clutter is the norm, the tactile experience of a well-crafted brochure can make all the difference in your marketing strategy. Remember, the key to a successful brochure is not just in the information it conveys, but the emotion it evoked.
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