All Posts Tagged With: "graphic design"

Just about every business should have a printed brochure that showcases the quality of its products, people, and capabilities. Small businesses, especially, can benefit from a company brochure that is well-written and designed with the customer in mind.

What are the advantages to having a brochure? For one thing, it saves time. By putting all your important information into one document you can quickly communicate who you are and what you do. It also helps establish credibility with potential customers by portraying a professional image. Finally, a brochure can reinforce your USP — Unique Selling Proposition.

Of course, the bottom line of a brochure — and any marketing document, for that matter — is to generate more business. A brochure alone cannot do the job but it serves an important role in your marketing plan.

I ask clients three key questions before even starting on their brochure:

What do I want to accomplish with the brochure?

How can the brochure show customers how you solve problems?

How can we make the brochure inviting to readers?

The honest answers to these three questions will form the basis for the design and content of your brochure.

With that in mind, here are several tips for creating an effective brochure:
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For those of us who still use direct mail as a means of getting the word out, it’s time for Postal Rates 101.

As you probably know, a lot changed last year in the world of direct mail. By switching to a system based on shape rather than weight, the United States Postal Service threw a lot of people for a loop.

Case in point: two of my clients are Realtors who send out quarterly newsletters. Until last year, they were the standard 8½×11 publications. One mails pre-sorted first class, the other pre-sorted standard. Both were looking at nearly 40 percent increases in postage if they kept their format.

One chose to fold his newsletter in half, making it a 5½×8½ finished size. The other chose to downsize his format to 6×10. It took a little work, but we didn’t have to sacrifice content in either newsletter. Not only did they not have to pay an extra 40 percent for postage, both Realtors actually saved money compared to their previous mailing. Continued

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