Sales do not happen by chance. Decision science research reveals that customers go through three stages of a buying process: 1) learning about your products or services, 2) gathering information and comparing products, and 3) finally making a purchase decision. The brochure is one of the most important marketing vehicles that convert sales. A brochure presents customers with detailed information about your products or services, whether it’s a printed paper brochure or an online brochure on your corporate website.

Cover design

A prospect passively receives your brochure or actively asks for a brochure. Those two types of prospects will view your brochure with a different mindset. For those who have passively received your brochures, their mindset is still in the first stage of a buying decision-making process: learning about your products or services. For those who have asked you for a brochure, your mindset is in the second stage of a buying process: gathering information to compare before making a decision. An effective brochure design serves both types of prospects well. For the first type of prospect, the brochure cover has the same function as a business card: inviting them to seek more information. The second type of prospect may skip the cover and look at the content of the brochure.

Brochure content

The content of a brochure feeds prospects with rich information that is enough for them to make a purchasing decision. There are one or more reasons why every prospect decides not to buy your products after studying the brochure: 1) the price is too high, 2) the products don’t meet their needs, or 3) they want to delay commitment and look at similar products. of your competitors. Brochure content varies dramatically across industries and companies. The principles of an effective brochure design are the same: 1) present products with pros and cons to easily compare them with the competition, 2) answer the critical questions to eliminate doubts that prevent prospects from making the purchase action , and 3) do brochure printing or booklet printing in an eye-catching style for a longer attention span. If you have hundreds or even thousands of products to list, catalog printing will help customers easily locate what they are looking for.

call to action

Now that prospects have successfully completed their product research and comparison, they are ready to make a purchase. An effective brochure will serve as a contact sheet to include your 1 800 number or website URL for ordering by phone or online. People with different cognitive styles may look for the same information in different ways: some look first at the cover of the printed brochure, while others may look directly at the inside content or the back of the brochure. Contact information should be prominently printed on the cover, contents and back of the brochure.