Common Mistakes in Brochure Printing

Many companies decide to use brochures as a way to advertise the products or services that they have to offer.  Brochures have proven to be very useful in this fashion – they can be taken with you when you need to meet with a client, left in a display case near your business for shoppers to carry home, or even passed out at a business fair to let others in complimentary industries know what you have to offer.

However, in order for your brochure to meet your goals of drumming up new business, there are certain elements you must consider.  Too many companies fall victim to common brochure printing mistakes, which prevent them from attracting the proper eyes.  Remember, a brochure will only be effective if someone picks it up, opens it, and begins to read it. 

To help you maximize the power of your brochure, make sure you avoid these common mistakes that are prevalent in brochure printing. 

Becoming Too Wordy

When someone picks up a brochure, they are not looking to read a book.   However, one of the biggest mistakes that companies make when it comes to brochure design is to include too much text.  The brochure should give them just enough information to get them interested.  Save additional information for the sales pitch after they call you.

One way to avoid boring blocks of text is to use headings, subheadings, and bulleted lists.  These allow readers to quickly skim over the information that you have.  If they are interested, they can then continue reading and/or contact you to learn more.

Incorporating Poor Quality Pictures

What many companies fail to keep in mind that a brochure often acts in lieu of a salesperson.  Therefore, you should always put your best food forward.  Boring pictures, pictures that are out of focus, or pictures that are poorly edited will give potential clients a negative impression of your product.  Experiment with different camera angles, and consider using the product in action to create pictures that are bright, interesting, and pertinent to what you are trying to sell.  If you are using digital printing, remember that the higher the resolution a picture is, then the clearer it will print.

Leaving out Captions

While a picture is worth a thousand words, a caption underneath a picture can help to spark a customer’s interest.  Along with clear, interesting pictures, you should always place a caption underneath.  Failing to incorporate captions also means that you are also failing to use every opportunity to impart information to your reader.  The first thing customers look at is the pictures.  The second is the captions underneath the pictures.  Lastly, they will read the text.  If all of your information is hidden in the text, then there is a good chance that many readers will miss it.

Not Telling Them What to do Next

You have attracted the customer’s attention, and they are thrilled with the product idea and want to buy it.  But what do they do next?  Many businesses fail to clearly demonstrate how a customer can place an order or contact a representative for more information.  Make sure that this information is highlighted in the brochure by bolding, highlighting, or placing it in its own box, allowing the customer to contact you easily. 

By avoiding these common brochure printing mistakes, you can truly leverage your literature to work as an effective salesperson.

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