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September 2011

Press Release

Brochures are an important means of clearly outlining a business' products and services and should be used as a key selling tool in the market space. On average, only 3 out of 10 brochures are effective. The remainder are simply cluttered, confusing, too wordy, unprofessional looking and boring. In essence, they are a waste of money.

According to Tess Sanders Lazarus, founder and Managing Director of Invigorate, many businesses spend a lot of money on brochures and only 3 out of 10 brochures are effective in the market space.

"Developing a brochure is a big task. It involves designing the layout, creating a template and format, developing the text (copy), sourcing the imagery through photography or other image suppliers, editing and proofing and organising printing. Importantly, developing a brochure is also about telling 'the business story' and effectively communicating and selling the business' products in a simple and meaningful way.

"As a project, developing a brochure takes a lot of time and it costs a lot of money, particularly where design, content and printing are concerned.

"Brochures are a key selling tool for businesses and should be done well. Brochures are expensive to produce and involve a huge investment. For this reason, it is important that businesses get their brochures right. Many businesses use brochures as their only selling tool in the market space apart from websites.

"To be effective, brochures must be well laid out. The look and feel of the document must be professional, well organised, cleanly presented and well written. The branding in the brochure must reflect the logo, colours and style of the business and include quality imagery.

"Brochures are a big investment and businesses should take the time to get them right. Time and budget needs to be allocated to develop an effective and professional looking brochure. Here are some tips on how to go about getting a quality highly effective brochure:

  • Source out at least 3 marketing companies and view their websites for case studies or samples of their work

  • Provided you like their web samples, meet with the companies and view their physical portfolios to experience their work quality

  • Ask questions such as - what was your role in the development and production of these brochures? Did you create the artwork and write the content yourself? If not, be wary. Copy writing is an important element of brochure development. Ideally, unless you boast superior skills in this area, the brochure development should include copy writing. While you will need to provide information to the company about your products, the company should be responsible for converting this into 'brochure friendly' text. Seek out companies that offer a 'turn key' service. This means that the company will take care of every aspect of the brochure development - not just certain parts

  • Ask questions about the overall price of the brochure from design, content to print. Clarify what is included and what is excluded as the excluded items may cost a lot of money, ie, purchase of imagery, changes to design, changes to text, quality and style of paper, method of folding/binding, etc

  • Source out other business brochures in non competitive fields and ask the businesses who produced their brochure

  • Keep the brochure as simple as possible and categorise offerings and packages. Consumers are time poor and need to be able to digest information quickly. Simple brochures make the selling process easier

  • Ensure the brochure is authentic and the imagery and textual content original. Do not copy wording from other businesses or take imagery from sources unless you have the intellectual property rights to do so

  • Ensure you own all of the intellectual property rights to your brochure. Some companies do not hand over these rights to you and retain the rights to the design

  • Business contact details including website should be well placed on the brochure

    "Brochures are an important tool for businesses in marketing products to the market space. Poor quality brochures can damage a business and send prospective customers running.

    "Finally, when you produce a brochure, try and focus on the longevity of the brochure. Avoid including dates or pricing that will become obsolete. By doing this, you make the most of the brochure investment!

    Enquiries concerning this release should be directed to the Invigorate Brisbane office on 07 3870 5288.