Some of the most common requests I get from businesses is to help them create a brochure from their website. Everyone needs a website, but not everyone thinks of creating brochures nowadays, even they offer intangible benefits.
Sometimes there’s just no substitute for handing your prospect a printed piece that highlights your product quickly and in a visual way, no login or internet search required. Using a brochure as a leave behind echoes the emotional appeal of giving a gift. We wouldn’t send mom a link on the internet as her Mother’s Day gift, would we? (Ok, maybe we would if we were late in ordering her present and it hadn’t arrived yet…) Rather, the preference would be to hand her something tangible.
The effect of paper over digital has been researched and documented. Studies show that we more easily process and absorb information from a printed ad than a digital one. In fact, according to a study highlighted by Forbes, recall was 70 percent higher among participants who were exposed to a direct mail piece (75%) over a digital ad (44%).
So as you ponder how to turn your website into a brochure, here are some questions to consider before you pick up the phone to call me!
What format do I want? For most folks, the immediate answer to this is a “tri-fold brochure.” It’s the expected. But if your product is especially visually appealing, you might want to consider doing something larger so you can showcase larger, more impactful photos. Maybe a booklet would serve your products best, kind of a showpiece that nobody wants to throw away because it’s so fabulous-looking. On the other hand, if your product is easier to explain, you might want to consider a one or two-sided rack card, on a solid stock that feels great in the hand and bespeaks strength in its brevity. Or a glossy, impressive folder with inserts inside that can be easily reprinted and updated.
Do I want a one-piece, or should I create a series? If you have a number of products, services, or programs that appeal to different audiences, it may make sense to produce a series of brochures or rack cards. In this way, you can distribute something more targeted to a subset of your prospects. This can be more cost-efficient as well, because instead of sending everyone an elaborate, larger piece, you can send them a smaller piece more pertinent to their needs. Then, you need only reprint the less expensive, individualized pieces as they are consumed, rather than pay for a full run of your larger pieces because a certain subgroup of your prospects is in need of a small amount of information within that piece.
What content do I want to include? Here’s where your content writer comes in handy. Obviously, you want to showcase certain products and services but beyond that, what do you want to include? Here’s some items for consideration:
- Biography(ies) of leader/leadership
- Testimonials from happy customers
- Company info like mission statement, history, etc.
- Images of office, location, or team
- Contact information, locations, and maps
- Social media icons
Is there anything you want to include that is NOT on the website? Maybe you haven’t updated your website in a while, or you are in the midst of a pivot in your marketing. Either way, consider what is not being said on the website that belongs in the brochure.
Where will the content come from? This is always my starting question because the answer can surprise me. Sometimes customers just want the information from their website rolled into the brochure, but sometimes there’s more to it than that. They may want to present the company differently than it is currently being presented on the website. I’ve even had cases where customers come to me for a brochure and realize that what they need is a good look at the entire branding of their company. They realize all their imagery is outdated, or they need a tagline.
The most important thing to consider as you answer these questions is to be consistent and with your other marketing materials and ensure that the piece integrates with your marketing strategy. For an integrated look, your pieces should all share the same logo, colors, etc.
A printed brochure takes your information off the website and into the hands of your customers. I provide creative copy and partner with graphic designers that can create the marketing piece of your dreams. If I can help, call me today at 630-778-6182 or write me at firstname.lastname@example.org.