Digital Marketing

Print is Not Dead, Long Live Brochures!

Print is Not Dead, Long Live Brochures!
Written by Publishing Team

With the dominance of e-commerce and digital marketing in nearly every category of products and services today, conventional wisdom suggests that print marketing is dead. However, as we often say, conventional wisdom is not always wise.

I recently read a white paper with many conflicting ideas and proofs of thought from Peter Weinberg, Head of Development at LinkedIn’s B2B Institute. He assumes that a company that bases its marketing strategy on public opinion, like “print is dead,” is doomed to fail. If you do exactly what your competitors do (for example, go exclusively to digital marketing), then by definition, you will lose your competitive advantage.

At TopRight, we believe that printed brochures are an important marketing asset for many businesses. And when done correctly, the brochure enables your brand to break through the digital chaos, stand out from the competition and reach your target audience more efficiently. Not only does it provide information about the “why, what, and how”, but it also provides you with another way to increase brand awareness and recall. Thanks to technological advances in recent years, it is easier than ever to design and develop high-impact printing materials with brochure templates.

If you take advantage of these print design resources and consider the following tips, you should be able to easily create an impressive and engaging brochure:

Always include visuals

It may sound cliched, but it’s true: a picture is worth a thousand words. Instead of just using text in your brochure, it’s better to include graphics or pictures so people have a better idea of ​​what you’re trying to convey. Including visual elements can help enhance the message of your brochure and make it more attractive to the reader at the same time. Along the same lines, use familiar, easy-to-see fonts. You may love the look of the Comic Sans font but your audience will likely think they just picked up a comic book. If you need digital brochure templates with professional fonts and attractive graphics to start the process, Venngage is a good place to start and one of our favorites.

be specific

The key here is to tell your brand’s story accurately – you’re not confusing people about what your business can offer. People who read brochures will be more interested in the services or products you have to offer if you give them a reason to care, a reason to read more, and a reason to engage with your content. So, be specific and get to the point quickly, or they might move on to a competing offer.

keep it simple

People who read brochures will only be interested in the type of product or service your business offers, so it’s important that you use easy-to-understand information. You don’t want to make them feel that they need to hire a technical translator and do additional research just to understand your content. Keep it simple, but don’t be too vague about the information you provide. Keep in mind that using complex terms and jargon will only confuse people, so it is better to choose easy-to-understand words rather than terms that no one will understand.

The title of your six-second story

Headlines are important because they are likely to be the first thing your audience reads, so you want to make a good impression and get them to read. This is a great place to showcase your six-second story – the short version of your brand story that is not only engaging, but also gives people a reason to care and motivates them to learn more. You can get creative with your brochure titles, but just remember that studies show you only have 6 seconds to make your point and give someone a reason to want to know more about you. Most of the time, people who read brochures are only interested in what your business can do for them, so it’s best to create eye-catching titles that grab their attention and give them a reason to ask for more detail.

Provide customer testimonials

People love to read positive reviews and testimonials because it gives them increased confidence that you can actually deliver what you promise. Including one or two authentic testimonials from real customers will create a positive first impression, help build trust and lay the foundation for your brand’s reputation. Again, be very specific about the results your product or service delivers so that you can help a potential customer overcome their fear of buyer’s remorse. Instead of generating vague statements, include testimonials from satisfied customers to give readers confidence that your work can truly provide what they’re looking for.

Highlight your contact details

This is important because it lets people know how to reach you whenever they have questions about your product or service. If you make this too complicated, it may frustrate them and lose interest in your work. Much like the letterhead template, make sure your contact details are correct and concise. You don’t want to make it complicated for them as this could frustrate them and lose interest in your work.

Avoid using specialized language or jargon

Using words that people will not easily understand will only confuse and distract them from interacting with your content. If you think that using industry or technical jargon will make you sound smarter, differentiate you or make you look more professional, you are making a huge mistake because it will only disappoint the reader. Be very specific about the information you provide in your brochure so that people reading it don’t give up trying to understand and de-link your story. Although you would think that technical terms add some level of increased dependability or professionalism to your brochure, this type of language is likely to confuse the reader because they will not understand what you are saying.

brief

Most people will just browse through your brochure, so it’s important to get to the right point and not add too much fluff. Don’t waste time explaining unnecessary things and just focus on giving information about your product or service. Remember that a printed piece is usually just one tactic along a customer’s purchasing method. It is highly unlikely that a potential customer will properly jump in to buy after reading your brochure. You need to meet the customer wherever they are in their process and realize that a well-executed brochure is usually a way to open the door to a much deeper selling conversation. This in turn may lead to negotiation and a purchase decision. Like many things in marketing, there is beauty in brevity.

Finally

So is print marketing dead? far from it. The future of printing remains bright as long as there is a need to connect and find new ways to do so. Whether it is 3D printing, related to virtual reality, or related to augmented reality, it has an enduring strength that will always give it a solid foothold in the global communications market. A brochure can be a great way to show off your work. They can be placed in stores, distributed at events, and used to promote periodic price discounts or a new product launch. However, creating the perfect brochure can seem daunting if you haven’t done it before. We hope these tips for creating a high-impact brochure and design template links were helpful!


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Publishing Team