The holidays are upon us and, regardless of how you celebrate, there is one thing that is universal, everyone enjoys getting a gift. In thinking about it, I started to see similarities between gifts and brochures. So grab a cup of cheer and settle in by the fire as we unpack how a great brochure can make the difference for your message.
The Gift That Keeps Giving
This time of year is full of exchanges: Secret Santas, White Elephants, Ornament Exchanges, Cookie Swaps, or a family gathered around a tree overflowing with presents. While our shopping habits may have changed (thanks, Amazon!), most of us continue the tradition of exchanging physical gifts.
Even in the cases when we are giving something intangible like music to listen to or online gaming, we still wrap a gift card that is used to convey the gift.
A well-designed brochure can give a similar experience. Maybe it’s an interesting fold or a paper with a smooth satin finish.
When the physical elements are working together cohesively, it results in a brochure that people will want to open to see what is inside.
Is part of the reason your printed materials aren’t delivering the results you want that you are not staying mindful of the experience being creating?
What Kind of Gift — Personal or Grab-bag?
We would all agree that there is a difference between shopping at a high-end department store versus the local dollar store. However, the venue depends upon your priority.
If your priority is strictly cost, then the dollar store is absolutely the way to go. (Who can pass up a pack of tube socks for a buck?) However, if you want to leave a lasting impression of value and quality, then a trip to a high-end department store may be more appropriate.
In the same way, this applies to your approach to brochure design. If you only need a brochure to show that you have a brochure, but are not looking to strengthen your brand or establish a message of quality, then there are plenty of online, template-driven sources or desktop publishers who can crank out a brochure at a low cost.
However, to create a stunning brochure that makes a strong impression with the recipient, causing them to keep the brochure weeks, or in some cases months, after they receive it, that is the work of a design professional.
Are you compromising your message with low-end solutions and robbing your audience of the experience of an impressive brochure?
It’s The Thought That Counts
Have you ever had the experience of receiving a gift where no apparent thought was put into it? On the other hand, what happens when you receive something that clearly demonstrates the giver knows you and understands what you like?
A similar mindset can establish the difference between brochures that get tossed away versus brochures that have a more long-lasting, persuasive effect on your audience.
While the purpose behind creating a brochure may come from particular goals your company has set, successful brochures show a clear understanding of what your audience wants and explicitly incorporates those elements.
Keeping open lines of communication with your audience increases the potential for you to hear what they want.
It takes work to really know your audience. As with most things of value, it is earned over time.
It may come through the comments section on your website or a question asked of your sales team.
Do they enjoy receiving your current newsletter monthly or would they prefer bi-monthly? Is a larger format with full-color photos helpful, or would smaller format employing a more graphical approach be more effective?
When you take the time to intentionally uncover what you audience wants, it will help you craft your message using formats that connect with your audience. This often results in more engagement and can encourage brand loyalty.
There may not be a quick fix to finding the perfect gift. However, taking the time to package your message with a quality brochure can result in reaping the benefits far into the new year.
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