Top Tips For Financial Services Marketing #3 March 2017
Designing a Corporate Brochure? Follow these top tips to success…
This is the first issue of a two-part series, where I share some of my top-tips for great brochure design.
1 Understand Your Audience
Before you spend any time planning a brochure, make sure you understand the needs of your audience. What’s the most important thing you can do for them? What are the key problem’s you can solve? If you don’t know the answers to questions like these, take some time to ask (or get someone to ask for you). Talk to your brokers. Talk to your clients. Use their answers to help decide which benefits to play up in your brochure.
2 Understand where the reader fits in the buying process
When you hand a client your brochure…what stage of the ‘buying’ process are they usually at? Knowing your brochures place in the process will dictate the type of brochure you create and its contents, e.g. do you need a ‘leave behind’ brochure, a ‘respond to enquiries’ brochure, a direct mailing or a sales support tool?
3 Content Is Key
Don’t underestimate how difficult it is to create great content — it takes time, patience and numerous iterations to create text that has impact, whilst being both clear and concise! Here are a few ‘Do’s’ and ‘Don’ts’:
- DO prioritise content that solves client problems;
- DO design for the client — not yourself;
- DO motivate them to look inside by placing thought provoking statements on the cover;
- DON’T lead with your company information; &
- DON’T attempt to tell them everything.
Get in touch if you’d like support in creating content that will inform and inspire action.
4 Nip Numbers In The Bud
Be mindful of using numbers that begin to date as soon as they’re printed e.g. mentioning how many years you’ve been in business or the number of employees in your company. The aim is to create a brochure that has longevity.
5 Heed The Headlines
Most readers will browse before committing to a read through, so make sure you choose headlines that grab attention. Headlines should align to your readers interests and perceived problems, the text under those headlines should motivate them toward action.
Stay tuned for next months issue, which will have 5 more tips for great brochure design.