Marketing without design is lifeless, and design without marketing is mute – Von R. Glitschka
A brochure is often the most powerful piece of marketing collateral your business will ever have. When professionally designed and printed, your brochure can make you stand out and get noticed over your competition. But, if there is no Call To Action, how do you convert your audience into clients?
Design gets them to look and Content gets them to ACT. You need a balance of both.
What do you want your audience to do next? They have been informed, educated & enticed, so now what? To visit your office? Call or send an email? Go online? Make a purchase? Without a clear “Call To Action”, even the best looking brochure can fail to achieve its goal.
Keep it simple: Make sure your CTA is clear, strong and is a specific instruction. One instruction, one action. Have too much choice and your reader can lose interest or end up confused. “Call Us Now”, “Go Online” – Something direct & unmistakable to create a sense of urgency so they will want to “ACT NOW”.
Do you have a compelling offer? What is the benefit to the reader? Think as a potential client/customer – “What’s in it for ME?” Show your audience how they’ll benefit from taking action – solve a problem, discount on a purchase, a sample, limited or exclusive information.
Make them say YES!: Use affirmative language in your content that will make they feel positive, empowered and confident to proceed with the Call To Action.
A well orchestrated brochure takes time to create. There are many elements and steps involved in creating an effective brochure. Never create a brochure in a hurry. In fact, avoid rushing altogether when it comes to any form of marketing.
Do your research, find out what you want to achieve & what your potential clients want. Only then, will your marketing really have a chance to work its socks off for you.