The function your brochure will fulfill determines the type of content you should have. If you are looking for an effective business brochure, your messages should be, remember that wanting to cover everything for saving will give you very poor results.
Define the purpose of your Prospectus in the Purchase Process
What do you want the brochure holder for? In which part of the purchasing decision process of your target do you want to use it? What results are you looking for with your advertising brochure? The brochure holders can basically serve for five points of contact in your purchase process:
(Leave behind) Is the one to leave after meeting a potential client.
(Point of sale) It is one that is left at counters or strategic points where the potential customer is usually or go.
Answer to Inquiries
. (Answers) Is the one that is sent after a potential customer asks about a specific product or service. It is usually online and requires personalized follow-up.
( Direct Mail ) Sending information to a specific target either via email or postal mail. You are prospecting potential clients.
Sales Support Tool.
(Sales Support) Is the one that is used as support in the presentation of sales of service and/or products.
Who is your brochure addressed to?
A brochure is made for the client … it sounds obvious, right? So when you write your texts, choose photos and colors, think about connecting with them, not in the style of writing of the boss, are you?
Know how your client speaks, how he likes to be spoken to. Of you? From you? In the first or third person? Do you need technical or simple language? Formal or informal? What excites him? What problem do you seek to solve with your product or service?
Having all these questions clear will help you develop clear promotional ideas and messages that reach the insights of your potential client.
Is your brochure part of a campaign or is it an independent tool?
This answer will also determine the type of content that your brochure should have if it is part of a comprehensive advertising campaign where other media such as radio, press, Ad Words, etc. will participate. The content and the same design must be aligned to the strategy and central message of the campaign.
In case your brochure is an independent tool to your campaigns, its content will depend on the objective and/or use it will have.