Direct Mail Brochures
Direct-mail brochures are very versatile mail pieces that can get lots of interest in your company and in your products. They are impact pieces that can drive a direct mail marketing campaign’s response. Designing a brochure can be a bit tricky and you have to consider many different factors before you have one that will get your message out there and be on the road to success. The following is a list of some of these factors and how to make them work for you.
First, you have to decide what the brochure is all about and the goal that you have for sending it. You don’t want to be too broad based and have too many subjects jammed into a tri fold piece of paper. The purpose of sending brochures is to get responses from the recipient. They don’t have to be a novel about your company's history or a catalog of all of your products. A brochure needs to have a singular theme that all parts of it can be highlighted and discussed. Consider a brochure a “Niche Campaign. You identify your audience and promote the product or a service.
Once you have identified who is going to receive the brochure, you will have to design it to attract them to respond to your offer. The design and layout should be easy to read and have a flow from panel to panel. If the brochure is filled with nothing but written content, more than likely a reader will simply scan the piece and miss valuable information. By interspersing interesting photos, images or art throughout the written content, you will hold the reader’s attention longer. Add headlines that are short and succinct and paragraphs that are also small, the written words can become more powerful. Highlight the main benefits with bullet points, separate boxes and colored print so that the reader will notice.
A brochure should be considered a notification of the best of the best of your company. You have several panels where you can shout out your company’s unique selling points and tell the reader how the business is different than everyone else’s. If you have the best prices, announce that several times in your content. Is your service unusual in this market? Again, make sure the reader knows all about it. Make the front cover of the brochure the place where you first announce your unique brand and then follow through as a thread in the entire printed piece.
Your mailing list that you will use to send the brochure can make or break your entire campaign. As mentioned before, you will have to define your audience. Know the demographics of who should be receiving the brochure. How old are they? Where do they live and what do they live in? Are they apartment dwellers or homeowners with large yards? Do they have children? Are they retired? How will they use your product or service? You do not want to send out your well designed piece to people who will toss it in the trash. You want to send it to people who will call you now.
A marketing brochure must be dynamic and direct and it must include a compelling offer and a call to action. The reason you are sending the brochure is to get responses. No one will know what you want them to do unless you include the call to action. Give them a reason to buy from you, sign up for a class, attend a webinar, or order a service. Then, tell them how to do it. Call this number, fill out the form, go to this landing page are all directions for your call to action. The brochure is just one step in the process of getting a customer and having them buy a product or sign up for a service.
The first impression that the receiver has of your brochure is the most important. This is what will make them open all panels of the brochure and read your content. It is imperative that the impression creates a sense of quality and value. A customer will evaluate that impression just by holding the paper piece. The paper needs to be thick enough, strong enough and durable enough to hold up to folding and unfolding, handling several times and for being put into a file or on a bulletin board. Too often, a brochure printed on a home printer just does not do the job. A professionally printed brochure with quality paper and ink can create the look and the impression that you are looking for. Many brochures are printed on a high quality gloss paper that is 80 pound and it looks both stylish and credible.
Direct mail brochures are the perfect way to get the word out about your products and your services. The information can be in depth and can be highlighted with pictures and photos. A strong call to action should be easily seen and the high quality of the paper and printing will make readers respond.
Direct Mail Marketing is one of the best advertising strategies you or your business could utilize to reach customers and prospective clients. It is cost-effective,