How Much Should I Put On A Brochure?

Designing Your Business Communication

Brochures are perhaps one of the two most powerful, yet inexpensive marketing tools you can have in your arsenal. While postcards may be the most effective, brochures can be designed to deliver the maximum amount of information in the least amount of space of any other type of literature you can distribute. But how do you make sure the brochure reaches who you want it to reach without saying too much?

While there are several different types of brochures available, the best to use is called the “tri-fold”. The reason you want to use this type is the fact that you can deliver a lot of information in a single piece of paper, giving your target what they need in terms of what to hook them with. If you’re targeting with a particular product, you can include at least one picture on one panel, or across two of them, giving the client a good look at it. Also, you can include a lot of information, or a lot of teaser data about the product.

If you’re leading in on a particular service, you can take the time to go in depth a little on what the benefits of the service are. What the client is going to be looking for will be covered in your bullet lists and your descriptions. This way, they’ve got a very good idea if your services are going to suit their needs.

Products you can use teaser info on, but services you want to push the benefits, so more detail is needed. That’s where using a brochure that is specific to one product or one service can be used to specifically target to one specific market. While you can do broader based brochures on your business, and on all the products or services you have to offer, you can use that same brochure concept to drill down to the specifics.

Using a brochure to cover your entire business means you only get to hit the highlights. You want the brochure to be clean and easily readable, so you don’t want to get the font size too small, nor do you want it to be too cluttered. When you’re trying to cover a lot of ground with a brochure, you’re using the “leave ‘em wanting more” philosophy. Give them just enough info on a product or service so they’ll want to call or email for more information.

Either way you choose to do your brochure is going to be great. Stick to one way or another, however. Trying to mix it up in the same brochure will invariably lose the customer’s attention and waste your effort.