What does a reader look for when they pick up a brochure? Let’s take a step back and explore their preceding action. What makes a consumer grab a leaflet in the first place? It might be a splash of color, a strong visual, sharp wording, or a starburst suggesting that they can save cash. Lots of times, a brochure will lead with an offer or discount.
Just as many times, a consumer will glance at the brochure, maybe turn it over, then toss it or put it back on the rack. If you’d like your sales prospect to pay attention to the brochure and maybe even keep it, you need to hold their interest for more than a few seconds.
What you want them to do
The mistake that many brands make is to print a brochure without a clear purpose. This ends up being a waste of time, ink, and marketing spend. ‘We have an exhibition’ isn’t a reason to print brochures. Neither is ‘we ran out of the ones in reception.’ Part of the sales process is creating a need for your customers, and to do that, you need to define that need clearly.
For example, the purpose of brochures in your lobby could be to tell consumers about services they didn’t know you offer. They may be in your office for one reason. Your printed material exposes them to what else you can do for them.
At an exhibition, the brochure doesn’t aim to bring people to your stand. If they’re reading it, chances are they’re already at your stand. So, for example, the aim could be to draw them to your regular showroom, so that they can see a broader range of stocks, which makes them more likely to find something they want to buy.
Tell them what you want them to do. Be transparent in how you tell it, using language that connects with them. Don’t talk down to them. Charm them. Persuade them. Convince them that following your business prompt is a good idea.
Why they should do it
Most people need a reason to do something. Even kids will follow their mum’s instruction when she says ‘because I said so.’ She’s given them a reason, even if it’s not a pleasing one. For your potential customers, be clear on what’s in it for them.
Why should they ask about your other services? Because it can meet their needs. Why should they come to your showroom? Because you offer discounts and free delivery. Why should they dial your hotline? Because the third caller will win free merchandise. Why should they hold on to the brochure? Because it will get them a good deal.
Pop psychology tells us that human beings respond better to incentives than they do to threats, so give them something to look forward to, Reward them for their attention, and make sure the prize is clear, simple, and easy to claim.
Where to find you
Now that the customers are hooked tell them how to reach you. Give them multiple options, so that they feel they have a choice. Most people don’t like to feel they’re being tricked or bullied into things. They’ll be more positive towards you if you show them that the decision was theirs.
Granting people autonomy is a good way to get them to like you, and if they like you, they’re more likely to buy from you. So, as you tell your readers where they can collect their reward, give them multiple possibilities. The brochure should have a phone number, email address, website, mobile number for a sales rep, social media pages, and options for nearby branches.
If there’s a particular method you’d prefer them to use when they contact you, use targeted brochure design techniques to subconsciously draw their eye to that information. They won’t feel forced because it will be an intuitive response. Remember, if they feel coerced, they’ll subconsciously (or worse, deliberately) rebel and you’ll have lost a sale. Steer them gently.