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What Should a Business Brochure Include?

Creating a brochure for your business is a great way to communicate what your business does and how it can help your potential customers. A brochure will help your potential and existing customers connect and identify with your brand; it is this connection that will lead to brand loyalty. Business brochures can be mailed to potential customers, handed out at networking events and initial client meetings to create a lasting positive impression.

In today’s digital world we are constantly being told that print is outdated and everyone wants their information in digital format, while we are not disputing the benefits of digital marketing, print marketing is far from over and has a longer lifespan than say an email or a tweet. A business brochure is likely to remain with your potential customers for a longer period of time than an email that can be easily discarded – if even opened!

To make sure you get the most from your business brochure we have put together a few tips to help you when planning and creating your printed asset.

Maintain your Image

Aligning your business brochure with your business image may sound obvious or simple, but you would be surprised how often this is overlooked. When we talk about your business image, we not only mean your logo and brand colours, we also mean your core principles and style. The best way to ensure consistency is to create brand guidelines, these can then be shared with your designer, copywriter and printer to make sure everyone involved is working to the same style.

Take for example Apple, they sell sleek, stylish devices, the minimalistic design of their products is reflected in all aspects of their marketing from social media to print.

What Makes your Business Different?

Make sure you include your USP within your business brochure, tell your potential customers what makes you different from the competition. This is a great way to demonstrate to your customers that you understand their pain points and that your product or service can provide the solution they are looking for. Talking about your USP will ensure that you stand out from your competition, it is good practice to avoid highlighting your competitor’s faults within your brochure and instead focus on why you do what you do and why you are good at what you do.

Engage your Audience

The saying goes “never judge a book by its cover”, but in reality we are all a little guilty of doing so, ensure your brochure design is creative and appealing to your audience to make them want to continue reading your brochure and learning about your business. Consider adopting a narrative for your content by talking about what it is you do, how you do it and your USP and proof points – how you have helped other customers, this could be through customer testimonials or case studies.

Call to Action

As with any marketing campaign that you run, your business brochure should include a call to action. A CTA is a way to prompt your audience to take the next step by including your contact details with a simple message such as “get in touch to see how we can help” or “talk to us about your requirements.

If you would like to discuss your printing requirements, please contact us on 01527 510262 or email info@nulllemonpress.co.uk

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