10 easy ways to make your brochure stand out from the crowd

A brochure is an inexpensive and highly effective way to attract attention in a busy market. How do you make your flyer stand out from the crowd? Here are some techniques professional designers use to make brochures “pop.”

1. Write a concise headline or title.

Make it memorable, unusual, or provocative by using some carefully chosen powerful words. Popular titles contain one or more of these words: Easy, The Secrets of, Unlock, Finally, Insider Info, Time Sensitive, How To, Free Bonuses, Now You Can, Discover, Tried.

2. Use colorful or flashy graphics.

One large image will have more impact than many smaller images. A stunning photo or illustration grabs attention, sets a mood, and supports your story. This image is your “focal point” and will appeal to your readers. You can buy inexpensive but quality stock photos online. Download individual photos or buy a CD with hundreds of images.

3. Focus on the benefits of your product or service.

Your prospects will ask the question, “What’s in it for me?” Write from their perspective using the words “you” and “you.” Avoid using the following words: us, us, me and our. Make sure your text is short and direct. Some of the most powerful words to use are: free, save, love, new, results, and guarantee. Divide bulleted long paragraphs and place them in a separate box.

4. Use compelling testimonials and case studies.

Nothing strikes a chord like the endorsement of a happy customer, especially if it demonstrates the results you’ve had with your product or service. Be sure to include the first and last name, company name, and location of the person providing the endorsement.

5. Organize your page with contrasting colored boxes, borders, and areas.

You don’t need to fill your brochure with wall-to-wall text and graphics. Add some white space to highlight certain elements and make the flyer easy to read.

6. Make your points easily identifiable.

Highlight headings and subtitles in bold, but avoid using ALL CAPS as they are more difficult to read.

7. Don’t get too complicated.

Keep it simple with two fonts and align the elements on a grid. Your page layout program will provide no-print guidelines. Use the “snap to guide lines” feature to easily align items to the grid. Take the print margins into account. I suggest you create your layout with 1/2 “margins on all sides, or add 1/8” to bleed on items that print on the edge of the page.

8. Don’t forget to check.

Ask someone else to review your work. Please verify your contact information. Please mark the phone numbers on the flyer to make sure they are correct and write down your website URL to make sure it is correct too.

9. If you are on a tight budget, try this.

Select single or bright colored paper and print with black ink. Use shades of gray to provide contrasting background tones and areas.

10. Offer a discount or special price for a limited time.

Design a coupon in the bottom quarter of the flyer. Be sure to clearly state the deadlines and limitations of the offer. If it is a coupon sent by mail, be sure to include payment specifications with areas to fill in credit card information, mailing address, etc.

You don’t need to reinvent the wheel when creating your steering wheel. Use these proven techniques and you will see great results in your marketing efforts.

Copyright 2006 Karen Saunders