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Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part One


The decision on whether or not someone will read your brochure is usually decided in the first 5 seconds they look at it. What kind of message are you communicating in that five seconds? Will you make a favorable impression with your prospect? Will you move your prospect closer to the sale?

There are really only two key elements that will determine how well your brochure is received by prospects. These two elements will ultimately make the difference in your brochure being a tool that makes you money, or just something else that costs you money.

What are those two all-important elements: 1. the Image or look 2. the Message

This is part 1 in a two-part article. In part 1 we will discuss what you need to ask for from your printer to make sure that your brochure looks top notch.

Here are 5 things you should keep in mind when you are evaluating your layout and your printer.

1. Choose Offset Printing. Offset printing is a type of printing that causes the ink to become a part of the paper. Offset printing creates a rich, vibrant look that digital printing can't touch. Offset printing isn't all that common because good Offset printing presses cost in the millions of dollars.

2. Choose Thick Paper - preferably 100# Glossy. If your brochure is too thin or too light-weight it might appear cheap. You don't want that impression to be transferred to your business. The most common paper weights are 70# and 80#. 100# is a little less common which makes it stick out. Plus, 100# feels heavy and high-quality. Glossy paper takes the look of quality up a notch.

3. Add Aqueous Coating. While this isn't the industry standard, aqueous coating adds a layer of style to your brochure. Plus it causes the colors to "jump" off the page so to speak. It makes the whites appear whiter, and so on. Ask your printer if they offer aqueous coating. If it doesn't cost very much to upgrade, it's worth it. There are a few printers out there that offer aqueous coating FREE.

4. Use Full Bleed. Full Bleed is a print term that simply means the colors run to the edge of the page. Some printers charge extra for full bleed, some don't. If your brochure is not full bleed it will leave a border of white around the edges that looks a little amateurish.

5. Ensure a Consistent Look. Your brochure should fit into a well designed marketing campaign. It should have a similar look and message as your postcards, flyers, reports, business cards, etc.

In part 2 of this article we will discuss the all important issue of the message.

Brett Curry is a Marketing Consultant and Marketing Director for Brochures . com the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com [email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. August / 23 / 2017


Forbes

How Startups Can Start Advertising
Forbes
How should my start-up approach advertising? It's a difficult and important question for start-ups. It's difficult because, relative to established brands, start-ups do not have the luxuries of a dedicated strategist to plan the advertising or an ...
Technology Has Changed Advertising ForeverHuffPost

all 2 news articles »


AdAge.com (blog)

Why AT&T Could Put the TV Advertising Revolution on Hold
AdAge.com (blog)
Take the content from Time Warner and DirectTV, combine it with AT&T's ever-expanding trove of subscription data, then add Brian Lesser -- the former GroupM CEO who joined AT&T this month to lead a mysterious new advertising division -- and you've got ...

and more »


AdAge.com

Advertising's Enfant Terrible
AdAge.com
Advertising right now is in this creative fucking nowhere's land. I want to be a chief creative officer that's tapping into what's going on in culture, art, music, fashion, design in a real way, versus being an advertising creative director. I'm much ...



AdAge.com

Analyze This: How Brian Wieser Got To Be the Most-Quoted Man in Advertising
AdAge.com
When Brian Wieser strolls the Palais during the Cannes Lions International Festival of Creativity, he flies under the radar. "I'm not a celebrity in the industry. I'm definitely B-list," he says. While he may go unnoticed at industry events, his ...



AdAge.com

London Calling For Brexit Fix: Ad Trade Fights Back
AdAge.com
There is a huge client in dire need of marketing in the U.K., and the stakes couldn't be higher for advertisers. That's because the brand most in need of a good solid pitch is U.K. advertising itself. Britain officially voted to leave the European ...

and more »


Forbes

Advertising Is Commoditized -- But You Don't Have To Be
Forbes
Advertising isn't just industrialized. Thanks to Henry Ford's example, it's commoditized. Assembly line advertising, marked by mass production and automation, will soon replace marketing jobs with dashboards and out mode an entire class of craftspeople.



Chinese Advertising SDK Caught Stealing Data From Android Devices
BleepingComputer
An advertising software development kit (SDK) embedded in many legitimate apps has been secretly siphoning user data and sending it to the servers of a Chinese company. Developed by Chinese firm Igexin, the advertising SDK was found in over 500 apps ...

and more »


Washington Examiner

Celebrities join the call for Amazon to stop advertising on Breitbart
Washington Examiner
Celebrities and Twitter users have taken to the social network to call on online retail giant Amazon to pull its advertisements from right-wing Breitbart News.

and more »


AccuWeather iOS App Sends Location Data to Advertising Partner
BleepingComputer
Will Strafach, an independent security researcher, has stated over the weekend that the AccuWeather iOS app sends location information to a data monetization firm named Reveal Mobile. On its website, the company touts the ability to "convert mobile ...

and more »


HuffPost

Patagonia: Investing in Customers Can Be the Best Advertising
HuffPost
In a recent media buy in Montana local television & radio, something Patagonia never does for advertising, they've invested in saving Bears Ears and Grand Staircase Escalante National Monuments in Utah, and Gold Butte and Basin and Range National ...

and more »

Google News

 


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