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Tips & tricks from your printer

A successful advertising brochure: an asset for your recruitment campaigns!

Stapled brochure 1

A successful advertising brochure offers a flattering image of your company, your products and your services. It is the showcase of your activity on paper and helps to increase the awareness of your business among your customers, partners, prospects and future recruits. Indeed, by relaying your standing and your values, an effective advertising brochure can be an excellent vector of diffusion of your employer brand!

Before going into detail about how to create an advertising brochure that will convince your customers as well as future employees, let's see more precisely what is called an advertising brochure, what are its uses and how a brochure must be distinguished from a leaflet or a flyer.

What is an advertising brochure?

A brochure is a paper communication medium consisting of a cover and several inside pages bound together, usually by a stapled binding.

A brochure, also known as a booklet, booklet or booklet, can serve a variety of purposes and have multiple uses:

  • A sales brochure aims to increase your company's sales. By highlighting your achievements and your products, it aims to convince your prospects to become your customers by making a purchase. It includes all the necessary information to allow the purchase on the spot or at distance.
  • An event brochure provides information about one or more events you are organizing. It targets future participants to convince them to come on the day but also, through word of mouth, to relay your activities to their own network.
  • A promotional brochure directly serves the commercial strategy of the company by communicating to future customers all the information related to a promotional offer or a specific commercial operation. It addresses your customers to invite them to come to your store during these events.
  • A advertising brochure seeks to increase the company's notoriety and promote its brand image. It is intended for customers who know a little about your company as well as for prospects who have never heard its name. It provides all the information that contributes to a better identification of your brand.

In the digital age, a beautiful brochure ad is a great differentiator that reaches targeted audiences over time - unlike web pages that generate a fleeting level of attention from users.

An advertising brochure can also be distributed by mail, at the counter of your store or at trade shows. Made with care, it will immediately attract the attention of your target audience by its high-end aspect. Your customers and prospects will certainly leaf through them on the spot before taking them home to consult them in greater detail, and possibly share them with their employees and business partners.

What are the differences between advertising brochures, flyers and leaflets?

In a few words, let's see what differences there are between advertising brochures, flyers and leaflets. These three communication supports are allies in any commercial strategy, however, they include a very different number of pages. For this reason, they have different uses.

  • The flyer is a communication medium composed of a single page that can be printed on both sides. The A5 flyer, which is certainly the most common format, allows a quick distribution of key information: the dates of sales in your store, the best product of the month in your business or the opening hours of your beauty salon. It is an extremely concise communication medium intended, most often, to be distributed to passers-by in the street or in the neighborhood mailboxes.
  • The leaflet is also composed of a single page, but its folding increases its degree of sophistication. Because of the folding technique applied to this communication support, its content can be more hierarchical and structured. The 2 fold accordion leaflet has 6 pages that will be read in a specific direction. The flyer is a light communication medium that can contain some key information about your company and your products. At Copymage, we offer to produce your express flyer in 4 hours with the Express option.

Since both flyers and brochures are made up of a single sheet of paper, they do not need to be bound, unlike advertising brochures, which are usually bound with staples.

How to make a successful advertising brochure?

An effective advertising brochure combines a few essential elements:

  • The name, logo and complete contact information of your company (postal address, phone numbers, email addresses, website, social networks). It can be useful to include - on the4th cover for example - a map allowing you to locate your store precisely.
  • Short and rhythmic presentation texts of your company including elements on the history of your company, your sector of activity, key figures, photos of your premises and the presentation of your team members - candidates for the positions you offer will thus be able to project themselves more easily on their workplace with their future colleagues
  • A precise and detailed (but not necessarily exhaustive) list of the products or services offered by your company. Think of including illustrations but also, if you think it is relevant, technical information that will demonstrate the seriousness and professionalism of your activity.
  • Choose a simple vocabulary and a tone in line with your company's values. An advertising brochure is intended for the greatest number of people, make sure that both customers who already know your business and prospects who will discover your company through this advertising brochure can easily take hold of its content.
  • Opt for a simple and airy layout that will facilitate reading and keep your prospects' attention until the last page. Choose sobriety, both in the colors and in the typography. Make sure that this advertising brochure carries your graphic identity.

A successful advertising brochure will attract the attention of many and keep the attention of your customers, prospects and future recruits until the last page. It will carry your company's brand image and highlight your products and services. You can count on us to help you print your advertising brochure: at Copymage, we offer free and systematic verification of all your files before printing so that you are fully satisfied with your sales brochure.