Brochures have been used to promote almost everything from products to services since the 1900s, and they’re likely to stay for a very long time. Despite the new age of advertising, nothing beats the good old multi-panel brochure with its colorful pages and carry-me-anywhere handiness.

Brochures are used to raise public awareness for your product. A perfectly done brochure can give a good and lasting impression to potential customers, which can automatically translate to sales. Here are some of the reasons why you should have a brochure for your business:

  • The impact of print brochuresis much stronger than online marketing tools, as it interacts directly with the customer.
  • A brochure can provide sufficient information about your business that other advertisements such as billboards and posters lack.
  • They can represent the company or your business in a good way provided that the brochure is actually well-made.

The Power of Brochures

While brochures are very good marketing tools, having poorly made ones can ruin your reputation and your business. Brochures are basically compact portfolios of your business, products or services, which should showcase the first things that customers and potential clients have to know about your business, and the best that you have to offer. Considering that, we can say that such a sheet of paper bears that much important; thus, you really can’t afford to screw up by failing to make the best use out of it.

Six Deadly Brochure Must-Not’s

 There are several things that can make some brochures turn out like crap. Here are some of them:

1.      No flow

Like the natural order of things, brochures have to follow a certain flow. Having an unorganized brochure can be ignored and sent to oblivion. You should know what to put into what panel. Don’t leave too much blank space and utilize each space. While there is no harm in experimenting, you should make sure that the overall flow is not affected.

2.      Unreadable text

Your font can make or break your brochure. Size matters. Small text can literally send your brochure to the ends of the world or what people call a trash can. Make your text very easy to read. Choose your colors wisely such that they are friendly to the eyes. Don’t choose colors that make people squint or avert their eyes from the paper. Also, avoid using too complicated fonts that take more effort to decipher.

You want people to actually read your brochure and not admire and puke rainbows at your overly artistic fonts. Remember: when it comes to brochures and most other publicity materials, Aesthetics < Content. Go for simple ones that are readable, clean and easy to understand. They will also be easy to remember.

3.      All text, no picture

Seriously, don’t hand out brochures that seem to know nothing about photos, graphics and other visual imagery. Most people would rather look at the ceiling and contemplate on the meaning of life rather than read a brochure with enormous walls of text. Having little to no pictures at all in your brochure is a very bad idea. Go straight forward on your content to make it lighter. Provide sufficient information on what you’re selling and don’t go overboard.

 4.      Low resolution images

A picture speaks a thousand words. It is very important to provide good quality images as it looks more professional. Having low resolution images for your brochure will look like garbage when printed and recopied. Using clip art is a mortal sin. There are some high resolution photos that can be purchased through the web but it would be best to take pictures yourself, or hire a photographer to take the shots.

5.      Low quality printing

Using poor materials and cheap ink for printing is a terrible mistake most people make. You may have saved a few bucks off the quality bargain, but the output can suffer, deteriorating quickly and looking like crap in a few weeks or so. Try to invest on good quality brochure materials or you can contact companies that offer online printing services and have them do the job for you. Having a well-printed brochure shows that you can invest well on customer satisfaction.

6.      No contact information and call to action

One of the must-haves in your brochure is your call to action. Don’t just introduce your business; make those clients come to you. Provide your contact information such as your phone number, fax number, e-mail and mailing address. Urge them to come and try your products or services through inserts such as “Call us now” and “Order good quality shoes by e-mailing us at www.myshoesareawesome.com”.

Designing a professional brochure can be complicated. It would be best to seek professional help when creating one, as they have the knowledge and skill in creating the perfect brochure for your company.  Making sure that you are sending the right message will guarantee a positive impact about your business.