Create a Brochure That Talks to Your Customer

By Kishor Nayak

We can create a brochure that is customer oriented and with the right structure. In a paragraph were the words on the left line up evenly and the words on the right do not. This is called a "ragged right." This format is easier to read than "justified" type which lines up evenly on both sides. Why?

Consider this: Do you enjoy repeating the same task over and over again exactly the same way? How long before monotony takes over and you need a break?

Your eyes are no different than you. In justified text, each line of type is exactly the same length, over and over, with no break, and your eyes get tired and you get bored. The ragged edge gives the eyes variety and a break from the monotony of justified type. Use ragged right whenever possible.

Here are a few tips to make the right brochure for your company:

1) Ask your employees to write the brochure copy. Or, better yet, ask some of your better customers to help write it. You may be surprised at what you get.

2) Try to eliminate as many decisions as possible. Always assume the customer will eventually buy the product or service. Don't use the words, "if" and "maybe" which invite the possibility of a negative response from the customer.

3) Never ask open-ended questions in a brochure. Make sure you phrase any questions in such a way that the answer can only be "YES".

4) Companies always want to list the many important features of their products. The problem is that customers could care less about any feature unless there is a clear benefit to them. A "feature" is what a product has. A "benefit" is what a product does. The more the product does, the more attractive it becomes. "This car has four doors." So what? Compare that to: "I notice you have three children." "You'll love the convenience of having four doors when the children are with you."

5) You want your brochure to sound and look professional. You can accomplish this without using "stiff phrasing" or a formal tone. To most readers, "professional" is just plain boring. Pick your best customer and pretend you are speaking only to him/her. Get a tape recorder and tape a conversation telling them the points you want to cover in the brochure. Your brochure shouldn't be a textbook, it should be a conversation between friends.

You can avail the services of any business printing company for printing your company's brochures. They will use the method that is best suited for your requirement. If you want the conventional offset method to be used on your materials, you should meet the required minimum order of 500. But if you need less than 500, the digital method will be utilized. In terms of quality, you are a winner in either printing ways.

Kishor Nayak is a Business Consultant working with International clients. Did you find this information useful? You can learn a lot more about how business printing can help you here