3.Add Aqueous Coating. While this isn’t industry standard, aqueous coating adds a layer of style to your brochure. Plus it causes colors to “jump” off page so to speak. It makes 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 colors run to edge of 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 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 all important issue of message.

4.Proof. Anytime you make a statement regarding benefits that your product will bring, you need to back that statement up with proof. Testimonials, quotes, charts, graphs, pictures, endorsements, and articles are great ways to prove your claims and cause your prospects to believe what you are saying. Remember that most people are skeptical initially, but you can overcome that skepticism with proof.

5.A Low-Risk Offer. After a customer has read your USP, your educational content, and your proof, you need to encourage them to take next step in buying process. The next step could be to make a purchase, to call for more information, to set an appointment, or whatever. Whatever next logical step is you need to invite your prospect to take it, and make them feel comfortable about taking it. If you want them to make a purchase, mention a money-back guarantee. If you want them to call for more information, reassure them that they won’t be pressured. You need to try and remove all of possible barriers that would prevent a person from taking next step.

Incorporate as many or these elements as you can to ensure your brochure leads your prospects closer to making a buying decision.