Creating a brochure for your business might sound old-school, but trust me, it can still be a super effective way to spread the word. Whether you’re trying to grab the attention of local customers, explain your services, or just get the word out there, a good brochure can help.
But here’s the thing: not all brochures are created equal. To make it work, your brochure needs to be clear, engaging, and speak directly to your audience.
So, how do you make sure your brochure hits the mark? In this post, I’ll walk you through some key steps to design a brochure that gets people excited about your business.
1. Know Who You’re Talking To
Before you even think about the design or the content, you’ve got to know who you're writing for. A good brochure speaks directly to your audience, addressing their needs and showing them exactly how your business can help.
Who’s Your Audience? Are you aiming at other local businesses, your neighbors, or a specific group of people? Take some time to define who you’re talking to. The clearer you are about your audience, the better you can tailor your message.
What Do They Need? Think about what problems your audience is facing and how your services can help solve them. The more you can speak directly to their needs, the more they'll connect with your message.
Talk Their Language Don’t get too technical unless it’s absolutely necessary. Keep it simple, clear, and approachable. The goal is to make your brochure easy to understand, no matter who’s reading it.
2. Nail Your Value Proposition
Your value proposition is basically the reason why someone should choose your business over the competition. It’s the core message that should shine through in your brochure. Here’s how to get it right:
Be Specific
Instead of saying, “We’re great at what we do,” say something like, “We offer 24/7 customer support to help keep your business running smoothly.” This is way more impactful and shows exactly what you’re bringing to the table.
Show What Makes You Unique What sets you apart from others? Whether it’s your years of experience, your focus on customer service, or something else—make sure it’s clear. Highlight what makes you the best choice for your customers.
Tell a Short Story People love stories. If you’ve helped a customer solve a real problem, share that. Keep it brief, but showing how you’ve made a difference can be a great way to connect with your audience.
3. Keep It Simple & Focused
A brochure is not the place to dump all the details about your business. It’s a quick, easy read that should spark interest, not overwhelm. Here’s how to keep it simple:
Shorten the Text No one wants to read a novel. Stick to the essentials and keep it short and sweet. Use bullet points or short paragraphs to break up the content and make it skimmable.
Headlines Are Key Use bold, clear headings to grab attention and guide people through the brochure. These should communicate the most important info, like your value proposition and the benefits of working with you.
One Call-to-Action (CTA) Don’t confuse people with too many options. Make your CTA clear and easy to follow. Want them to call you? Visit your website? Schedule a meeting? Make it obvious and keep it simple.
4. Design Matters
You don’t have to be a graphic designer to create a good-looking brochure, but you do want it to be visually appealing and easy to read. Here are a few design tips that will help:
Stick to Your Brand Make sure the design matches your business’s style. Use your brand colors, fonts, and logo to keep things consistent. This helps make your brochure instantly recognizable as part of your business.
Use Quality Images If you’re adding images (and you should), make sure they’re high-quality and relevant to what you do. Whether it’s a photo of your product, service, or team, choose images that feel personal and connected to your message.
Create a Visual Flow Think about how people will read your brochure. Break it up into sections with clear headings and make sure the most important stuff stands out. Use size, bold text, and positioning to guide their eye through the page.
Embrace White Space Don’t cram everything into one page. White space is your friend—it helps with readability and gives your design room to breathe.
5. Organize Your Content
A well-structured brochure makes it easy for your audience to digest information. Here’s a simple way to organize your content:
Cover Page This is the first thing people will see, so make it count. Include your business name, a catchy headline, and your logo. Keep it simple, but make it attention-grabbing.
Introduction On the inside, introduce your business in a few sentences. Tell readers who you are and what you do, but keep it to the point.
Benefits and Solutions This is where you explain how your business helps solve problems. Focus on benefits—what’s in it for the customer? Why should they care?
Social Proof If you can, include a testimonial or two from satisfied customers. It builds trust and shows that you’re reliable and good at what you do.
Call-to-Action (CTA) End with a strong CTA. Whether it’s encouraging them to call, visit your website, or book a free consultation, make it clear what the next step is.
6. Think About Format and Distribution
The format of your brochure can make a big difference. Here are a few things to consider:
Tri-Fold vs. Bi-Fold Tri-fold brochures (the ones that fold into three parts) are a classic option, but bi-fold (two folds) can give you a bit more space to work with. Choose the one that works best for your content.
Size The standard 8.5” x 11” is a safe bet, but you can experiment with smaller sizes if you want to stand out. Just make sure it’s easy to handle and fits into standard mailers if you’re sending it out.
Print vs. Digital Printed brochures are great for in-person events or leaving at local businesses. But don’t forget about digital! A well-designed PDF can be shared via email.
7. Proofread and Get Feedback
Before you print or share your brochure, do a final check:
Proofread Typos or errors can make your business look unprofessional, so always double-check your copy.
Get Feedback Ask a few people (who weren’t involved in the process) to review your brochure. They might spot things that you missed and can give you an idea of whether your message is clear.
Test Your CTA If you’ve included a phone number or link, make sure it works! Test everything to ensure people can follow through on your call to action.
Conclusion
Brochures are a great way to market your business, but they only work if they’re done right. Keep your design simple, and your message clear, and make sure your brochure speaks directly to your audience’s needs. With the right mix of content, design, and structure, you can create a brochure that doesn’t just look good—it works.
So, go ahead—start designing a brochure that’ll get your business noticed and help you connect with potential customers. You've got this!
By making your brochure feel approachable, relevant, and easy to understand, you’ll make it more likely that people will keep it—and more importantly, take action. Happy designing!
Noble Fox Media is a full-service marketing agency. We can manage all digital, print, and community-based marketing campaigns for small businesses, churches, and nonprofits. We work with any budget, adding more marketing as the business and budgets grow.
Reach out to work together!
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