Make your sales brochure effective with these tactics
by Mashum Mollah Sales 17 December 2019
A sales cycle in any business encompasses many phases. And, many stages are repeatable too till you close your deal. It starts from prospecting i.e. lead generation, qualifying lead quality, requirement assessment, presentation of sales pitch/demo, and ends at closing deals and taking follow-ups for repeat business and referrals. But, in this entire sales cycle, the most important role is played by your sales copy, the content, and the design of your marketing and sales brochures, flyers and pamphlets. How do you craft the copy and carve the design that converts? How your sales brochures and flyers help you get a response from your prospects? Here, you go!
How to make sales and marketing brochures, flyers and pamphlets more effective?
1. Understand the difference between industry jargons
Remember, as a business, you might not be knowing the impact and hidden difference between flyers, brochures, leaflets, etc. So, first of all, you need to know what all these mean, and how are they different from each other. Also, depending upon your business niche, requirement and sales pitch you need to zero-down your choice on flyers or brochures or both. For example, if you are a part of the real estate industry, you might need detailed brochures to market your commercial and residential projects. And, if you are a salon owner, you just need a pamphlet or flyer wherein you can beautify your beauty and wellness offerings. The rule of thumb is to understand your business, understand your target market and then ask your sales team to start brainstorming on the ideas of brochures, flyers or pamphlets.
Flyers are small-sized marketing visuals that usually come in 2’’ x 3.5’’ papers. It can be square or rectangle and can be printed on either one side or on both sides. In most cases, flyers are used in political campaigns, event promotions where your target market is too specific and usually a small confined region. They are used as handouts for throw-away purposes and hence not much focus on paper quality is given.
Pamphlets (also commonly referred to as leaflets) look almost the same as flyers but their purpose is quite different. They are more classy and glossy in terms of quality. Leaflets are used by shops, restaurants, and corporate businesses to target a broad audience in the specific targeted location.
Unlike pamphlets and flyers, brochures aren’t flat. They are folded, but neither stapled nor bundled and stand out a bit more. You can find brochures in varied formats, ranging from A4 double-folded design to a single fold square or rectangular paper. The purpose of the brochure is to make the reader read the content. Hence, it is designed carefully and written meticulously. The sales and marketing teams in organizations always prefer brochures. So, it is imperative that your sales team make your sales brochure more effective that gives sales punch to the target audience.
2. Design blueprint of your sales and marketing brochure
As we know, among the above-mentioned print product terms there is a subtle yet crucial difference that exists, and each one is unique based on its purpose. So, as a sales team, you are now aware that you need a brochure (and not flyer or pamphlet). Hence, the very first step is to design its blueprint. AIDA is used to create the first draft of any sales brochure. It is an acronym for marketing terms Attention, Interest, Desire, and Action. Your sales and marketing brochure should be capable of gaining prospects’ attention, its design should be interesting to their eyes, the content should create the desire to know your offerings in detail and finally, the punch lines and offers should intrigue them to take action on it.
Also, at each stage, competition analysis is a must. Don’t copy your competitors but be aware of how they present their offer.
3. Remember dos and don’ts
Very often, it is seen that most of the companies, businesses go overboard and put their infrastructure or premises on the front cover of their brochure. But, think from the customers’ perspective. Do they really need to know? If yes, then definitely go for it. However, if you are running an eCommerce portal, nothing more than products will be of interest. In that case, refrain from printing office images on the first fold.
The rule of thumb is to use the professional and high-quality images that can emotionally connect your target audience with your offerings. Create sentiments with your copy. Highlight the benefits of your products/services. Mention how they will help solve the common pain points of customers. For example, if you are running a gym business, your brochure should speak about fitness benefits rather than presenting the outer building of the gym center.
Time to start – get printed your sales and marketing brochure!
A well-designed brochure not only acts as a salesperson but also behaves as a bespoke brand ambassador. Take into account brand guidelines, use smaller and shorter punch lines, maintain an ideal aspect of the image to text, and in all have a sheer focus on its readability. All your headlines, sub-headlines and images should speak the benefits of your offerings. Make it easy to understand and respond. Tell your brand story in a way through your sales and marketing brochure that it brings more and more sales.