5 Tips for Creating a Professional and Appealing Direct Mail Brochure
When marketers create a direct mail campaign, they need to choose a format from a range of options. Among the most common ones are postcards and brochures. Companies might opt for postcards because they are inexpensive to produce and mail out, although the available space is very limited. While postcards are great for building brand awareness, introducing a new product, or promoting a sale, marketers often need more room to convey all the information that they want to provide to potential customers. When this is the case, it’s beneficial for them to think about brochures, which are cost-effective to print and mail. In addition, they offer more space for graphics and copy.
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Brochures can range from trifold pamphlets to full booklets, so marketers will still need to make several important decisions in this category. Regardless of the brochure’s final format, there are some key things marketers can do to make the mailing more effective. Here are a few tips to keep in mind when designing them:
1. Use bullet points
Since brochures provide a lot of blank space, copywriters might think that they need to fill it with full paragraphs and in-depth descriptions. While a brochure allows for more content, it’s beneficial for marketers to be strategic about what information they include and how it is presented. Large blocks of text are not inviting for anyone to read and may be ignored by the recipient. Most individuals will skim the copy before they read it in full, so bullet points are a great way to relay the most important details. Effective bullet points highlight the key bits of information that marketers will want consumers to know before anything else. When these points contain rich and exciting features, people will be more likely to give their full attention to the rest of the copy.
2. Create a headline that focuses on the benefits
As recipients look over the contents of a brochure, it is likely that they will pay the most attention to the headlines, as well as the bullet points. Headlines can influence whether or not people find it worthwhile to devote more time to a piece. For this reason, it’s beneficial for the headlines to focus on the benefits rather than the product or service itself. Consumers don’t expect a description about every aspect, especially ones that are unrelated to the features in which they are most interested. Instead, if the headlines highlight the benefits, then individuals might wonder how a product or service can do what is promised and become more likely to read the content. Additionally, concentrating on the benefits will help people to associate them with the company.
3. Develop a cover with the reader in mind
The most important part of a brochure is the front cover because it will dictate whether or not the reader opens it. Marketers can consider the perspective of the recipients and think about what will excite them. The copy on the front cover should be limited but still provide enough information to generate curiosity. Furthermore, it’s advantageous for the imagery to be appealing to the recipient. Some marketers might use images associated with the brand on the cover, such as a logo or a picture of the company’s headquarters. While doing so might seem like a good branding strategy, a logo is unlikely to capture the imagination of a reader and convince them to keep reading. While it is important to brand the brochure, it’s better for the cover to focus on what will be most appealing to the people who will receive the brochure in their mailbox.
4. Include a call to action
While a call to action is one of the most basic elements of any direct mail campaign, they can sometimes be overlooked in a brochure because they cover a lot of material. Marketers might want to include the call to action several times throughout the mailer in case people do not read the entire thing, or they can highlight the call to action through formatting so that it stands out from everything else.
Additionally, it’s best for the call to action to be direct in explaining what the next steps are. Marketers will also likely see better results by making it as easy as possible to respond, as well as providing several options. This can include phone numbers, websites, social media pages, and QR codes that take people directly to a specially designed landing page. A great call to action also creates urgency by offering a time-limited deal, a free gift for responding by a certain date, or another incentive.
5. Convey a professional image
No matter how well-written a brochure’s copy is, people are not likely to read it if it appears that it was printed at home using an inkjet printer. Presentation is key, regardless if a company creates the brochure in-house or through a printing business. Great printing services offer various finishes and additional features such as unique shapes that can help the piece to stand out from other things received in the mail.
If a piece will be created in-house, then it’s important for companies to invest in a printer that will make the brochure look professional. It’s a good idea for companies to research which printers can deliver the professional look that the brochure requires at an affordable price rather than using the cheapest option or trying to produce the pieces without the proper equipment.
