Effective Marketing through Brochures

May 26, 2010 - PRLog -- The chief differentiator between marketing and effective marketing is the use of appropriate tools. For a customer, it is imperative to develop trust on a brand even before he purchases the service or product. Effective marketing tools are primary to communicate brand message, and acquire/retain the customers. Online market is different; here it takes much more to convince a customer. An advertisement, email, website or any other tool is of no use in online market if it is of no good quality. Printed evidence, in the form of a brochure or catalog is always a supplementary tool to the complete marketing strategy. Using an effective brochure for an online campaign builds credibility in the market.

Why a Brochure?

It takes much more than a few appropriate words or pictures to create an effective marketing tool. A real business brochure will have much more to relate and convey to the customers. This goes much beyond the scope of business cards, logos, slogans or letterheads. Effective brochure provides complete information about the product or service in a very easy to understand manner. Brochures are effective leave behinds that deliver personal touch and add much more value to your product/service. Brochures fit into any form of online marketing strategy. Whether an email campaign or an e-conference or an online advertisement campaign, effective use of brochures helps increase sale, build brand credibility in the market.

Free download of brochures from company’s corporate website is one of the best possible ways to ensure your visitors also read your marketing brochure
In order to prepare a compelling brochure for successful online sales & marketing support, one should keep in mind certain elementary facts:

The reader's point of view

When a potential customer finds your brand for the first time – he/she is bound to have a train of thoughts followed by corresponding questions. Effective marketer anticipates these questions and strategically incorporates them into brochure’s text. Such understanding will help in creating a brochure that has a logical flow of information, with the reader’s point of view in mind.

A Striking Cover Page

“Don’t judge a book by its cover”. This idiom definitely does not hold good for a brochure. The front cover of a brochure is crucial in drawing the customer to the content in the inner pages. Instead of filling the cover page with technical jargon, large images or simply corporate logos, one should put in interesting, intriguing but precise and relevant content that tempts the reader to the main offerings inside.

Controlled Content

A brochure that is crammed full of content is as disappointing as one with too little of it. A thoughtful, moderate line should be drawn on the amount of content that should go into the brochure. A brief “contents page” should be created if a large amount of text is unavoidable. The most important selling points should be highlighted in colors and have a slightly larger, bold font. If the amount of content is less, extra attention should be given to the spacing and arrangement of the writing.

Crisp Product Description

The product description forms the meat of the brochure content and should be portrayed smartly and in a to-the-point fashion, without giving too much away. The key benefits and features of the product should be aptly described, illustrated attractively; other graphical representations should also be given wherever necessary. One should remember that the content is read not just by the customer but also by marketers and competitors.

A Pleasant Keepsake

Your brochure and your product could be made memorable, forever. Besides describing the product or service in question, some useful trivia, hints or tips about the topic in general could be mentioned.  Such content could be handy to the customer if displayed at a prominent position in the brochure. That way, he would preserve the brochure; remember the tips and also your product.

Creative Display

Several creative ideas could be suitably demonstrated during brochure design. To advertise an unconventional or unique product, one can employ equally unusual ideas. If budget is not a constraint, an assortment of distinct shapes, styles, colors, fonts and content could be tried out and experimented with. Sometimes it also takes really wacky ideas to sell an otherwise mundane product.

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