Posted on Dec 12, 2018

Top Tips to Make Business Brochures that Work

Whether customers are dropping by your trade show booth or checking the wait time at your restaurant, you only get a moment with them to make an impression. How do you turn that awareness into consideration? How do you nurture that lead?

You give them something that they can take away to read through when it’s convenient for them – and printed brochures are perhaps the best print option to do that.

The Unique Value of Business Brochures

Businesses of every size and industry should have company overview brochures on hand at all times. It’s an essential, highly versatile marketing tool that allows customers to get to know you. It’s like your website, in print.

Business pamphlets allow you to have a conversation with your customers. On each panel – in a half-fold or tri-fold brochure template – you can identify and answer their questions about your business. As they browse through each section, you’re not only educating the reader and moving them closer to a conversion, you’re building rapport with them as well. 

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How to Make a Brochure for Your Business? 

While brochure design guidelines may not apply universally to every business, they work for most. We’ve outlined some of the most important content sections to include in your company brochure and provided tips on how to make each section as effective as possible.

Share these tips with your company’s print designer or keep them in mind when you customize a professional pamphlet yourself in Costco’s brochure maker.

1. A Word On Brochure Covers

Most business overview brochures fall into a similar trap: they don’t say anything of value on the front cover. If all you have is your company name and logo/imagery, are you inspiring anyone to open? Stand out from the competition with an attention-grabbing headline on your pamphlet cover. Whether it’s a question or a perceived problem, it will motivate the reader to open it and see what your company can do about it.

Brainstorm some ideas and try them out on staff and friends to see if this approach will work for your company.

2. Describe What You Stand For

Compared to other forms of print marketing, brochures give you the unique opportunity to dive into what matters. Allocate one panel in your tri-fold brochure template to a message about how you do what you do.

What are your mission and values? What pillars guide your company? Before a potential client is ready to take the next step towards working with you, they want to know who they’re working with. This section will educate them about what you stand for, giving greater confidence and trust right from the start.

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3. Your Company Story + Proof of Capability

Brochures also allow you to share who you are. An “Our Story” or “Meet the Team” section will allow you to summarize your history and how your team has grown. Only include details that are interesting or impressive.

Elevate it: This content section is an excellent place to include proof of capability, in whichever form works for you. How many years have you been in service? How many customers have you served? What awards have you won? What is your customer satisfaction rating?

These details demonstrate competency and instill confidence. Include a professional staff photo and/or a nice customer testimonial to complete the section.

4. The Important Stuff: What You Do

As important as your company values and history are, no company brochure is complete without an overview of your products or services. This section should take strong priority on the inside of your brochure design.

Mix up the content format in this section. Use an organized list, table or photo arrangement to outline the products or services you provide, with pricing if appropriate and stable.

Elevate it: Use the tools and icons in the brochure maker to identify the “Best Value” or “Most Popular” choices. Add visual interest with a chart, graph or product comparison photos to bring strong readability to this important section.  

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5. Contact Info + Call to Action

The back of your brochure design is the best place to seal the deal with contact information. In addition to the basics (street address, website, email and phone number), consider adding a map, hours of operation and perhaps even a photo of the storefront to help new leads easily visualize and find your location.

Make it effective: Always include a clear call-to-action for the next step readers should take. “Book Your Appointment Online” or “Call Now to Reserve a Table.”

The call-to-action paired with the complete contact information is the perfect combination to bring your customers where you want them.

Print brochures are powerful marketing tools. With visually pleasing design and a cohesive flow of valuable content, your brochure will build intrigue, trust and motivation with the readers.


Topics: design, brochures