The world has become a different place since the advent of digital marketing and social media. In many ways, the tools and techniques businesses use to promote their products and services have changed beyond recognition. In other ways, they haven’t really changed at all.
Printed brochures are a good example. Despite the amount of marketing that has “gone digital,” brochures remain an effective way to promote and market a business. Printed materials have weight and substance compared to an email or digital flyer, and people intuitively know this. A brochure is a meaningful statement in a time where everything has become weightless and virtual. Business of all types and sizes—from “mom and pop shops” to global corporations, are designing and commission new brochures every single day.
But some of these brochures are, shall we say, less than professional. To put it more specifically, there are a number of common errors that show up in today’s printed brochures—errors that can have a significant impact on the goals and targets you’re trying to reach.
1. Spelling and grammar errors
Sometimes the simplest, most innocent mistakes are also the most costly. Studies have shown that people react negatively to sloppy spelling and grammar in printed marketing materials, yet thousands of new brochures are printed every day with these very mistakes. Whether it’s missing punctuation or confusing “lose” with “loose,” spelling and grammar mistakes seriously detract from the professionalism of any brochure.
2. Trying to do too much
Your business might have a lot of different products and services, or perhaps one product or service that has many benefits. In either case, there’s a danger of trying to do too much with your printed brochure projects. The design, messaging, and call to action become cluttered and wordy. People don’t respond well to this kind of brochure. A far better approach is to define your audience, focus on your audience, and design a clear and palatable message to tell that audience about your event, product or service.
3. Not having a clear goal in mind
Many businesses are tempted to simply kick a brochure out into the world without having a clear vision or purpose for that brochure. This is a common mistake. Unless a brochure is designed and distributed with a clear set of goals in mind, studies show that it’s unlikely to have much impact. On the other hand, if you define what you want to accomplish through the brochure, and set up metrics to measure your success, you’re far more likely to have success with this project and learn valuable lessons for the next one.
How to avoid these and other common mistakes
The best way to steer clear of mistakes like this is, of course, to partner with a printing company who truly knows their stuff, and has a wealth of experience with brochures of all types. A partner like this is going to make sure your brochure is well-conceived with clear goals, free of silly mistakes, printed and folded to the highest professional standard, and sent out to the right people. You’re going to need a printer for your project—but choosing a truly skilled and reputable printer will make all the difference for your project.