Improving a brochure is a great way to increase revenue and retain existing clients, and images and content are one of the most important aspects when improving the memory retention of your brochures. So if your brochure printing pieces need an overhaul, try the following suggestions to turn your design into an easy sales tool.
Images
Paint the perfect picture with images. Here’s how:
- Images are a great enhancement to any brochure. They are often used to suggestively sell the product or service in the brochure. So, how does a suggestive sell create desire for a product?
- Show the value of the product with images. Inform the consumer of the utility that will be gained. A pain relieving patch will often show an individual before and after the use of the pain reliever.
- But show more than proof of the product working. Show a dancer performing in a dance after using the pain relieving patch or grandpa playing catch with the grand kids. The utility gained here is much more than just pain relief.
Content
Remember that readable content makes all the difference when taking brochures from good to great:
- Get to the context of the content by using an overview. Giving an overview and repeating it is much more effective and memorable than a lengthy description.
- Keep it simple to increase memory retention. Repetitive is not enough, the brochure must be an easy read. Big words and too many unique words will require the reader to decode the message that you are sending. Decoding and deciphering will reduce retention.
- When can context be contrary to the simplistic approach? If your brochures are for internal marketing or for a specific trade, the terms of the trade are best to gain the attention of the reader. If you are selling your team or management on something, use the terms that they are comfortable with and used to hearing. In wood working, instead of using the more common terms “wood and plywood,” use “dimensional lumber and sheet goods.”
- Be ready with a rhyme or a core catchy message. Memory retention is also improved with content that is very rhythmic. Help your viewer catch the fever of desire for your product or service with a core message that is catchy.
- Finally, keep a close eye out for offensive context. Be careful to not talk down to your brochure reader. When the printed material requires much telling, soften the message with an uplifting message before and even after your core message.
