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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 marketing@brochures.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. May / 26 / 2018

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New York Times

What Advertising History Says About the Future of Fake News
New York Times
But two lessons from the history of advertising suggest that the fake news phenomenon is likely to change significantly in the years to come. Prospects are gloomy for the near future, as this kind of advertising extends beyond politics. History also ...



IBC365

Sports advertising: A whole new ballgame
IBC365
Sport leads the way in many areas of new developments in the media, and that's as true about advertising as it is about broadcasting. These days, ads across the sporting world are often breaking barriers or trying out new strategies with digital ...



Business Insider

What you need to know in advertising today - Business Insider
Business Insider
GDPR, a major new piece of European regulation that addresses how EU citizens' data can be used by corporations, kicks in today. Any organisation that is ...

and more »


Electrek

Dodge Challenger Demon ad turns into best electric vehicle advertising yet
Electrek
An interesting study of advertising instances and spending for electric vehicles by automakers that came out a year ago shows that they are pushing to sell EVs significantly less than gas-guzzling cars, and are not spending a lot of money to try to ...



Business.com

Is Artificial Intelligence the Future Of Advertising?
Business.com
Advertising is a tried and tested method that many businesses hold as an integral part of their growth strategy. However, in a digital world where consumers are overwhelmed and bombarded by a staggering amount of advertisements every day, they are ...

and more »


Automotive News

Tony Merpi, advertising and marketing executive for Automotive News, dies
Automotive News
DETROIT — Tony Merpi, Automotive News' top advertising and marketing executive through a period of extensive growth for the publication in the 1990s and 2000s, died on May 25 after a long illness. Merpi, 74, joined Automotive News in 1976 as a sales ...



Phys.Org

How temperature affects our response to advertising
Phys.Org
She says businesses operating in countries with large seasonal temperature variations should choose emotionally cold advertising appeals during the summer months and emotionally warm appeals in winter. Similarly, the research suggests international ...



Today.com

How to opt out of most internet advertising: Jeff Rossen demonstrates
Today.com
Step by step, TODAY national investigative correspondent Jeff Rossen takes you through a simple way to stop most websites from bombarding you with those annoying ads based on your browsing history.



Las Vegas Review-Journal

Las Vegas tourism board approves $101.5M advertising budget ...
Las Vegas Review-Journal
The Las Vegas Convention and Visitors Authority board of directors on Thursday approved a $359.8 million operating budget that also continues the process of ...

and more »


Middle East Eye

Egypt's Ramadan: Spirit of charity buried under mass advertising splurge
Middle East Eye
That hasn't stopped advertisers from hawking everything from luxury apartments to mobile phone contracts to kitchen appliances. This all comes in celebrity-clad Ramadan spots that create what one social media user referred to as "raw cognitive dissonance".


Google News

 


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