6 STEPS TO CREATING IRRESISTIBLE

BROCHURES™How to craft a brochure that will grab your prospects

attention and do the selling for you!

6 SIMPLE STEPS

1. Where, What, Who

2. Choose Your Layout

3. Place Your Content

4. Choose Your Photos

5. Write Your Copy

6. Printing and Color

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RE-FRAMING YOUR MARKETING MINDSET

All marketing pieces should be focused on solving your

ideal clients problems or issues.

Brochures are not about promoting the features of

your product, rather they are a doorway to having a

deeper conversation with your client.

That is, to entice them to seek further information,

enquire about a purchase, or make an appointment.

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STEP 1: WHO, WHERE, WHAT

Create a detailed persona of your client

Age, sex, income level, hobbies.

What’s keeping them up at night.

People buy solutions not features.

How does your product solve their problem.

WHERE ARE THEY IN THE BUYING CYCLE?

Decide where this piece fits into the buying cycle.

Knowing this will help you with the format and messaging

of your brochure.

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Discover that she has a

need

Gather Information

Evaluate Options

Purchase

Retention

WHAT KIND OF BROCHURE YOU NEED?

• Create a brochure that addresses your ideal clients pain points and highlights your solutions. This brochure will be general.

• If you service different markets or clients then you’ll want more than one kind of general brochure.

Gather Information

• Create a branded brochure that highlights your products benefits and solutions.

Familiar with your service and ready

to make a purchase.

• Create a brochure that highlights ancillary products or services in order to retain your clients.

Retention

STEP 2: CHOOSE YOUR LAYOUT

What kind of layout you choose will depend on how expensive and/or complicated your product or service is to understand and use.

In general, the more expensive and/or complicated, the more information your prospect will need before agreeing to make a purchase.

STEP 3: PLACE YOUR CONTENT

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Front Cover: Place a picture and tag line that address your clients needs.

Back Cover: Contact Information and Testimonials.

Inside Flap: About You, Your Company, or Testimonials.

STEP 3: PLACE YOUR CONTENT

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Inside Left: Describe Your Clients Pain Points.

Inside Cover: Describe Your Solutions.

Inside Right: Place Your Offer or Call-To-Action and Contact Information.

STEP 4: CHOOSE YOUR PICTURES

Your pictures are going to tell the story of your clients problems and your solutions.

However, they also have to tell the story of your brand.

Resources: www.123rf.com; www.shutterstock.com; www.istockphoto.com; microsoft clip art. **Check licensing information before use.

Never just take something off of the internet and use it. You may get sued. Purchase the licenses for your pictures or get written permission from the photographer to use them.

STEP 5: WRITE YOUR COPY

Rules:

1. Think about your prospects needs. Remember, this is about resonance. You want your ideal client to see herself in your brochure and other marketing materials.

2. Tell one story. Don’t confuse your prospect by telling too many stories. Pick a problem and state the solution.

3. Be very careful when using industry terms and jargon to promote your product or service.

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STEP 6: PRINTING AND COLOR

The color you see on your screen, is not the color

you will see when you print your brochure.

CMYK (Cyan, Yellow, Magenta) is for print.

RGB (Red, Green, Blue) is for computer displays.

RGB TO CMYK

Your brochure will be darker when printed

DO’S AND DON’T OF BROCHURES

1. Do choose a template to work with and stay within the margins. I use Microsoft

Publisher 2010 templates. I’ve also purchased layouts from www.layoutready.com.

2. Do choose a typographic style that represents your brand.

3. Do choose a font size that is easy to read.

4. Do create a brochure that your prospect can scan. If it’s stuffed with words and

images, no one will read it.

5. Do, Do, Do choose high resolution pictures if you’re going to print your brochure.

300dpi is good.

6. Do save your brochure as a PDF for printing.

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DO’S AND DON’TS OF BROCHURES

1. Do not have your text squished against your photos. Make sure that there is a

1/8’’ to 1//4’’ margin around your pictures.

2. …unless it represents your brand.

3. DO NOT USE ALL CAPITALS IN YOUR HEADLINES. ALL CAPS ARE

DIFFICULT TO READ, AND IT MAKES PEOPLE FEEL LIKE YOU ARE YELLING

AT THEM!

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OTHER CONSIDERATIONS

1. When printing, the colors on the screen will be different on paper. Blues and

greens are especially difficult to re-create. So talk to your printer before printing.

You may need to do a few test runs.

2. Wait at least one day before printing your brochure. It’s typical to find mistakes

the following day. A great resource for proof-reading your documents is

www.proofreadnow.com .

3. Have fun. Brochures are an expression of you and your company and brand.

Brochures are art.

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LEARN HOW YOU CAN SAVE $100’S OF

DOLLARS BY DOING-IT-YOURSELF

Join Krista Magidson Chief Content Creator for Boutique Marketing Group and discover:

How to apply Krista’s signature 6-step brochure creation process.

Create beautiful, professional, and branded brochures using Microsoft Publisher 2010.

Krista work with you to create attention grabbing headlines and engaging copy, choosing photos, layout, and design.

This is a 3-hour, hands-on workshop for only 12 people.

HOW TO CREATE IRRESISTIBLE BROCHURES WITH

MICROSOFT PUBLISHER 2010

The class will be held at The Life Oasis in Torrance on:

Wednesday, September 4th from 6:30-9:30 PM

Cost is: $147

REGISTER BEFORE AUGUST 28TH

$149

And pay only: $99

That’s a $50 savings!

Register at: www.createbrochuresworkshop.eventbrite.com