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OTHER ITA SITES:
1-2-3 Of Designing A Brochure
Let me begin by telling what a brochure is not: Brochures are not just pieces of paper that you give away with the hope that somebody will read it. A shotgun approach to marketing – they just do not work.
They are actually marketing tools specifically designed to inform prospective clients about the services or the product. Remember that you are these pamphlets, minus the talking part of course. They do the talking and presenting on your behalf.
Brochures are print flyers that strategists use to reach out to many prospective clients in less time. Call it an efficient approach to selling or advertising but it could only be effective if you are able to make others read it, ponder upon it, with the ultimate goal of influencing you prospective clients’ decision.
Here are some tips to ensure that you have the ultimate tool:
1. Print brochures must be designed to catch the attention of your prospective client. That is the first rule. Before anybody will go through the detail of your brochure, he or she will just skim through it. And if your brochure does not look interesting enough, chances are your brochures will find its way to the nearest garbage bin. What a waste of money!
The name of the game is to make your brochure as attractive as possible. Studies show that people are more inclined to read something if it is visually appealing. Hence, in order for you get the reader going through your brochures’ entirety, you must be able to get his attention first. Remember this: first impressions always last!
2. Having caught the attention of your prospective client, you now have to develop the message. This is your sales pitch, if you like. It must therefore, capture everything you want to say about your services or product.
Your must plan your message carefully. Always remember that one clear message is better than many ineffective ones. This is where most strategists fail. They tend to put so many messages with the hope that it will be more convincing…NOT!
3. Some people write to impress but your brochures are not intended to be works of art or academic pieces. They are there to inform and persuade. Your brochure must therefore be very simple. Depending on your target clients, the language of the brochure must be able to reflect this.
Refrain from writing very long sentences. Long sentences and clutter puts off readers. Simple, short and crisp is the best strategy. Remember that you do not have to put everything in your brochure because you will expect clients to call you and ask more if you get your clients’ interest.
The rule of thumb in designing brochures is to put yourself in the shoe of your prospective client. Always ask yourself if you were convinced by it. If the answer is no, better to chuck it before you pay a brochure printing company your hard earned money.
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Travel Part B