A product brochure, whether in print or digital, can be an effective selling tool when done right. Catalogues, lookbooks or whatever you want to call your marketing brochure requires a range of techniques in order to be successful at persuading the reader. The style will depend on your industry, your products and your target audience, but there are a few elements which should be standard across the board when designing a good product brochure.
What makes a winning product brochure?
The main two ingredients of a successful marketing brochure is great design and great copywriting. Alone they will not be effective, but used in conjunction with one another these elements are the key to success. You’ll also need professional and creative photography of your products and services, to show off the company at its best.
During the design process it’s really important to have the target customer in mind at all times. It’s the same rules as designing a website – don’t choose your favourite colours and do what you think looks best, design it to appeal to your target audience.
Here are some more expert tips to ensure your product brochure is well received and achieves a return on investment.
Always use AIDA
This is the only acronym you need to know when it comes to marketing and selling.
A – Attention
I – Interest
D – Desire
A – Action
Of course, you may already know that the purpose of the brochure is to grab attention and persuade people that they want your products or services. But many people forget the last and most important part – action. Urge readers to take action on their desire. What should they do next? Whether it’s visit the website, return the form, call to make an appointment, make the call to action absolutely clear.
Don’t overwhelm with info
Too much information, especially large chunks of text, tends to put people off. In fact, readers might skip the entire section because it looks so unappealing – and this means they might miss vital information. Use bullet points to split up copy and just a few of your best images as to not overwhelm the reader with too much information.
Focus on the benefits
It’s no good simply describing the product or service – tell the reader how it will improve their life. Hone in on the benefits you are offering and the reasons why they should spend their hard earned money on your product.
You may think catalogues and brochures are a dying art in the digital age, however they now have a luxury appeal because it is rare to receive printed marketing materials. Ready to design your own winning marketing brochure? Get in touch with our design creatives at Regency.