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Written by Jenny Wanderscheid   
 

Brochure Design Considerations

Barbara Brabec
http://www.barbarabrabec.com

http://handmadeforprofit.com

 

Your brochure should be a handy reminder of what you offer customers or clients. It should focus on the benefits of your product or service, include some customer testimonials, and convey your overall professionalism.

Paper and Color Considerations

Paper does make a difference. There are soft, velvety papers, dozens of different kinds of textured stock, papers in light colors, bright colors, electric colors! Feel the paper. . . let it speak to you. When you select a paper that matches the mood of whatever you're selling, your customers and prospects will take notice.

The right color has much to do with order response. For example, older buyers who have difficulty in reading may automatically toss mailers that are printed with black ink on red or dark blue paper, not to mention type that is too small to read. While men may hate pink, women tend to love it. Once when I changed the color of one of my standard follow-up mailers from a sedate ivory to a shock­ing yel­low, I received an amazing 8 percent order response when 3 percent would have been the norm. I never used ivory for that group of prospects again. Experiment, experiment!

Photographs and Line Drawings

A picture of you on your brochure could make a difference in the response you get. Silvana Clark, SilvanaClark.com, who offers innovative presentations for seminars, workshops and banquets, says the inclusion of a picture of her dressed in a safari suit has made a big difference in getting jobs. "I frequently get calls from people who say the picture on my brochure (and on my Web site) makes me look like an entertaining speaker. Spending the extra money to get good quality paper has made me proud to leave my brochure with groups I speak for."

When selling my books and reports by mail, I always used my photograph on mail pieces because people often commented that my "smiling face" made them feel comfortable about ordering from me, even though they'd never heard of me before. I also used line drawings of myself on other items such as promotional newsletters and follow-up postcards to prospects who earlier received my mailings.

Prior to Printing

If you've done all the writing, typing and proofreading of your brochure copy, ask someone else to proof the piece before printing. It is almost impossible for the creator of such work to spot all the errors in it because the mind tends to see what it knows is supposed to be there, whether it's there or not. Finally, be sure to check the weight of a sample piece before printing to make sure it can be mailed at the rate you desire (brochures under one ounce, for instance). Also make sure the size of your mail piece is standard, according to postal regulations, or you will incur a penalty charge on each piece mailed.

 
 
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Brochure Design Considerations
Saturday, 21 February 2009
 Brochure Design Considerations Barbara Brabec http://www.barbarabrabec.com http://handmadeforprofit.com Your brochure should be a...

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Last Updated on Saturday, 21 February 2009 14:17
 

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