What content to put in a brochure?

When designing a brochure, one of the most important decisions you will make is what content to include. The content of a brochure should be carefully considered to ensure that it is effective in communicating your message and promoting your brand. Here are some tips for creating an effective brochure.

What information must be included?

This will vary depending on the purpose of the brochure and your target audience. However, there are some essential elements that every brochure should include. Here are some steps to follow and questions to ask yourself to easily define the elements you need to add to the content of a brochure you are about to print.

The first step is to determine the purpose of the brochure: Are you trying to promote a product or service? Are you trying to inform people about a new outlet or a particular CSR commitment? Or simply to provide general information about your company or organization? Once you know the objective, you can begin to determine what content to include.

Next, you can ask yourself the following questions, and use the answers to choose what content you will distribute in the brochure:

• Who is your target audience: who are you trying to reach with your brochure? What information are they most interested in?
• What is your message: what do you want to communicate with your brochure? What are your key messages?
• What action do you want readers to take as a result of reading your brochure content? Visit you, order, contact you?
• What is your positioning: how do you want to represent your brand in your brochure? What image do you want to project?

With these elements and the answers to these questions, you will have a clearer idea of the content of your brochure and the elements you want to include, and you will be able to start its realization in optimal conditions.

Elements to include in the content of a brochure

A brochure is a type of marketing medium that is used to promote and sell products or services. It is a physical medium that is usually printed by a professional printer such as COPYMAGE, before being distributed.

Brochures are part of the communication media used by most companies, because they are particularly effective and allow to convey a high-end image. Nevertheless, they must be effective and contain the right elements to turn readers into customers.

Indeed, a well-designed brochure can be a powerful marketing tool, but only if it includes the right elements. Here are the elements to include in the content of an advertising brochure:

• A strong, impactful cover line: The headline is the most important element of any brochure. It must be attention-grabbing and relevant to the product or service it promotes. It should also be short and concise so that it can be absorbed by the reader in a few seconds.
• Images and illustrations: images are a key element of any brochure, and are always more meaningful than a block of text that can quickly bore the reader. They must be of high quality and related to the product or service to be promoted, in order to make prospects want to make a purchase.
• A clear call to action: The call to action is the part of the brochure that tells the reader what to do next. It should be clear, concise and easy to understand because its purpose is to get the reader to become a customer. You can do this by adding an order form to the brochure or by giving the website address where the customer can make a purchase or an appointment.
• Detailed information about the product or service: The content of the brochure should include detailed information about the product or service being promoted. This includes features, benefits, prices and any other relevant information that will help you convince the reader, and differentiate you from your competitors.
• An attractive offer: a strong offer can make the difference between a successful brochure and one that goes straight to the garbage can. The offer should be relevant to the product or service being promoted and the reader should not be able to resist it: it should entice them to visit your website or use the attached order form, possibly with a limited time or quantity offer.
• Testimonials from satisfied customers: your prospects know that you are going to highlight your products and talk only about their qualities, so they will tend to trust previous customers, who, like them, are impartial. So don't hesitate to add testimonials in the content of your brochure.

Legal information to be included on all advertising brochures

As a business owner, it is important to be aware of the legal implications of your advertising. In particular, you must ensure that all of your advertising brochures contain the necessary legal information, in addition to the content of the brochure intended for your prospects, especially when you opt for distribution on the public highway.

There are a few key elements you should include in your advertising brochures:                                                                                                 

• The name and contact information of your printer,
• The name, contact information and legal information of your company,
• A translation of all written foreign language terms, including slogans,
• A note asking the reader to recycle the brochure and not to throw it away,
• The credits corresponding to the images used, if they do not belong to you or are not free of rights.

Including this information on your advertising brochures will help ensure that you are in compliance with the law. It will also help protect your business in the event that someone challenges your advertising. It is therefore part of the content of a brochure that should never be omitted.