The DOs and DON'Ts of Brochure Design

Booklet printing and brochure printing is a vitally important tool for growing a small business.

Many small business owners have a feeling that they should have better marketing materials, booklets and brochures. The biggest stop I have found for most businesses is getting started! What do I make my brochure or booklet about? What would I put into it?


Booklet And Brochure Do’s & Don’ts

1) Your brand’s logo should be somewhere on every page of your booklet.

2) Balance written copy with graphics. A booklet or brochure that has too much written word usually does not get read. Including lots of photos helps balance and makes for a brochure or booklet that gets read.

3) Do not load your brochure up with industry jargon and words that your reader might not understand. I have seen many brochures and booklets that are loaded up with industry specific jargon, assuming that the reader “will know what that means”. Big mistake. You should always err on the side of simplicity. Using big words or industry jargon doesn’t make you sound important; it loses your reader in a fog of misunderstanding. If you are going to include jargon, define what is it somewhere in the text. Most readers when they come to a word they don’t understand yawn and discard the brochure.

4) Use headlines and subsections that are bold and use a benefit of the product or service. Headlines, by design, catch attention. Take it to the next level by making your headline include a benefit, not a feature.

5) Include coupons. Including a coupon is a way to build urgency and value. A coupon page will create more sales for you.

6) Include testimonials. You can use testimonials to help overcome prospect objections, to validate you and your service and help justify your pricing. If you keep up with your Google reviews, you can pull reviews from there and use it in your brochure.

7) Don’t forget the call-to-action. Tell them what you want them to do, like “Order Now”. Tell them how to respond: phone number, web page, email or in a booklet response card. Make sure the phone number is on every page. I wish I had a quarter for every brochure or booklet I have seen where you have to hunt for a phone number in order to actually place an order. Make it easy for your prospects.

8) Resist the urge to design yourself; a) You do not have the time, b) you don’t have the design tools and b) I am sorry to tell you that if you were a good graphic artist you would be doing that for a living. The money you spend on hiring a graphic designer will be well spent. My company even offers discount design prices if you are buying the printing from us.

9) And finally get your brochure or booklet professionally printed: We can print your booklets and brochures in quantities from 50 to 50,000 for a very reasonable price. The finished booklet or brochure is a reflection of your business; so do not skimp on design or printing. Your goal is to sell more of your services.