Brochure Printing
How To Create A Better Brochure by David Coyne
Having a quality brochure makes a positive impression on a
potential customer. It gives the appearance that you’re serious about your
business.
And it may give you an advantage over competitors who don’t
use brochures.
Printing technology has made big advancements in the last
decade, including high speed, high-resolution color photocopiers and laser
printers.
This has reduced the need for using printing presses and
allows you to print small quantities with less expense. If you’re printing only
a few hundred brochures, this is the way to go.
If you’re printing in
the thousands, you may find it more economical to use a printing press. Your per
unit cost can drop significantly.
But print production, especially involving
color, is a complex subject and ignorance can be costly.
“The most important
thing a business person should do is ask a lot of questions,” says Phil Lewis of
Vancouver’s Generation Printing.
“Many small businesses try to design
their own brochures without consulting with a printer or graphic designer. They
don’t understand that what you see on your computer screen isn’t necessarily
what’s going to be printed. Inevitably, we end up having to fix many of the
customer’s mistakes and charging for it. If they had consulted us before they
started designing, we could’ve saved them time and money.”
With thirty
years experience as a prepress production specialist and sales rep, Lewis has
these
suggestions when creating a brochure:
>Hire a graphic
designer.
It’ll cost you more up front, but it’ll give your brochure a more
professional look and that gives your customers’ confidence. Shop around.
Contact at least three designers and ask to see
samples of their work. Get
quotes and compare.
>Know your market.
Would a glossy, color
brochure make that much difference to your target market? If you’re selling
financial services to wealthy investors, then appearance counts. But for most
small businesses, it’s not worth the extra cost.
>If you can’t afford
to hire a designer and are creating the brochure yourself,
ask questions
before you prepare a computer file for printing. Does the printer want the
source file or a portable document file (pdf)? Do you need to include fonts and
linked graphics? If you’re going to create a pdf, be clear what options the
printer wants you to select before creating it.
BROCHURE
FORMAT
Brochures come in a variety of sizes.
Probably the most common
format is called a slim jim. It’s either a letter or legal sized sheet that’s
folded two or three times vertically. It’s a popular format for small businesses
because it can fit a display rack or be mailed in a standard number-10 business
envelope.
MORE TIPS ON REDUCING YOUR PRINTING COSTS
>Don’t
include information that can get
outdated quickly, such as prices. Instead
consider creating a price sheet on your computer that you can quickly update,
print from your desktop printer, and insert inside the brochure. That way you
don’t have to reprint your brochures every time you change prices.
>If
your brochure can fit into the same envelope as your invoice or other material
you mail to customers, stuff the brochure inside. You save on
postage.
>I believe printed brochures are preferable to electronic
versions. They’re easier to read. However, if you think your prospects are
computer savvy, you might consider putting a pdf version of your brochure on a
diskette or CD. It’s a novel and inexpensive way to distribute it.
If
you’re not sure how computer literate your target market is, then you should
stick to a printed brochure.
You can also buy pre-designed brochures
sheets for your desktop printer. You just add the text and graphics.
Paperdirect.com has a good selection.
HOW TO GET BETTER CUSTOMER
RESPONSE FROM YOUR BROCHURE
Here are some suggestions you should
consider.
>Make sure your address, phone and fax numbers, website and
e-mail are easy to find.
>Give your reader a reason to open the
brochure. Start selling on the cover. And list the benefits your product or
service offers.
>Use testimonials. Nothing helps sell a product or
service better than reading comments from satisfied customers. (Be sure to get
your customer’s permission before quoting him.)
>Have a “Frequently
Asked Questions” section. Your brochure should answer common questions a
prospect is going to ask about your product or service. If your business does
quotes, include a separate questionnaire that the prospect can fill out and fax
to you.
>Include information that the prospect would find valuable.
He’s then more likely to keep the brochure longer. For example, you run a
computer repair service, so you include in your brochure a small section called
"Ten Ways to Boost your Computer’s Performance” or “Little Known Windows
Shortcuts to Improve your Productivity.”
>Tell the prospect what the
next step he or she should take. Call for more information? Call for a free
estimate?
Designing your own brochure will save you money. But I still
think it’s worth the expense to hire an experienced graphic designer. If you
don’t have a talent for design, your brochure will look amateurish and will
reflect poorly on your business.
About the Author
David Coyne is a copywriter, marketing consultant and
president of DC Infobiz. Get his FREE REPORT “Start A High Income, Low Risk Home
Business And Never Create A Product, Write An Ad or Talk To Anyone.” Send a
blank email to
dcinfobiz@GetResponse.com