Important Questions That You Need to Ask Brochure Design Services

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Your logo is the very identity of your company. It is above all cultural and language barriers as far as conveying your message to your consumers is concerned. It is the very logo that represents your business all around the world. Hence, getting a distinct logo for your business is necessary for making your business stand apart from others in this crowded market. If you own a new business and is planning to get yourself a logo, you better get in touch with any of the good brochure design services in your city to do the job for you.

There can be several logo designers in your city, and all of them invariably claim to be the “best”, “affordable” and “professional”. However, you must not get lured by all these adjectives. Instead, make sure the service provider you are about to work with is trustworthy and capable of projecting your brand exactly as you want.

 Here is a list of questions you need to ask the brochure design services before you hire them:

• Can you get me an exclusive and genuine logo?

This is the first question you need to ask them because the exclusivity of your company depends on the logo that represents it. An emblem that looks commonplace, will surely not capture the desired attention. Brands like Apple and Nike are so popular because their insignias are exclusive. The not-so-good designers often use the same fonts and symbols to make you a logo which, needless to say, can be disastrous for your business, because duplication mars business to a great extent. You also need to make sure that the designer company hands over the copyright, so that no other merchant can ever use it in any way.

• How about your experience?

Experience matters more than you think as far as designing is concerned. A seasoned designer is less likely to make silly mistakes and more likely to understand your requirements and present an output accordingly. Do not believe if the company says that it has a decade’s experience in logo designing. Instead, check its profile to find out if they can deliver the quality of work you are looking for.

• How much do you charge?

The very price quoted by the company will tell you the quality you can expect from them. While some will quote $100, other may quote a higher rate. You will obviously be tempted to hire the cheapest one, but you need to keep in mind that the company may be a newcomer; otherwise, it would have charged a greater amount. So, you should undoubtedly choose a service provider that is ready to work within your budget, but please do not go for the “cheapest one”.

• How long will you take to complete the work?

Make sure your service provider submits the work within the deadline. They often delay submission by giving several excuses. However, you need to keep in mind that more the delay, more is the advantage your competitors will have on your brand.

The next time you approach brochure design services, make sure you ask these questions in order to find out how capable they are.

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You have a clear definition of your audience and marketing objectives, and now you’ve decided a brochure will help you sell product. How do you write your brochure?

If you think you can hire a business brochure writer and then magically have a superb, finished piece show up on your desk a few weeks later, you might be disappointed. The best brochures involve research and forethought.

Start by Gathering Information

A professional brochure writer can create effective promotional copy for you, but don’t think you can simply delegate the assignment. Even the most talented brochure writer will need your help getting started.  After all, nobody knows your business better than you.

What’s my approach? As a freelance copywriter, my first step is to immerse myself in relevant information. I’ll want to become familiar with the facts, figures and industry terminology relevant to your product.

I’ll ask to look at other materials you’ve written such as previous brochures, your website and marketing letters, to speak with key people in your business and to get the names of your biggest competitors so I can research them on the web.

I consider it part of doing my homework and making sure I write copy that is truly informative and doesn’t come across as “fluff.”

I know from experience that facts become the fireworks that light up the prospect’s eyes.  Good information translates into excitement, color and emotion. It also makes for persuasive copy that is engaging and effective.

Answer These Questions

Before I start to write your business brochure, I’ll want to discuss answers to the 20 questions below:

1. What are your product’s benefits?
2. What are your product’s features?
3. How is this product different from the competition’s?
4. How is it better than the competition’s?
5. What problem does your product solve?
6. Who are potential buyers?
7. How can we best reach those prospects?
8. How is the audience for your product different from the general public?
9. What does the buyer expect from your product, and do we deliver?
10. How is the competition’s product positioned?
11. How should your product be positioned?
12. Is the product for business or personal use?
13. How much will the buyer be willing to pay for your product?
14. Can you expect multiple sales from a buyer?
15. What objections might the customer raise and how can we respond to those concerns?
16. What approaches have been used to sell your product or others like it in the past?
17. How knowledgeable is the customer about your product type? Do we first need to educate him?
18. What do you want the brochure to motivate the reader to do? Buy? Ask for more information?
19. How will you fill orders?
20. How will you follow-up once the order has been filled to encourage future sales and referrals?

With answers to those questions, delivered verbally or in writing, I’ll have a clear idea of what information needs to go in your brochure.

Create an Outline

Now it’s time to create an outline for your brochure.  I’ll determine what facts and pictures should be included.  I’ll organize them so they’ll make the most sense to readers while subtly steering them toward a sale.

An outline will also reveal if I have any knowledge gaps.  Are there any features or benefits that I don’t understand? Do I need more details to flesh out certain sections?

Crafting the Copy

Writing the brochure copy will be easy once I’ve completed the research and outline. From there I put together a rough draft.  At this stage, I’m not worried about perfecting every word.  I’m more concerned with including the right information and organizing it in a way that the reader will understand.

Often I find the rough draft is too lengthy.  That’s okay.  It’s easier to cut down than to build up.  With skillful editing I’ll make sure every sentence is succinct and propels the reader forward.  The secret to good writing is not just writing; it’s rewriting.

Polish Your Headlines

Your headlines in the brochure are likely to be the first thing the reader notices even before they look at the pictures. According to Kissmetrics Blog, “A good headline focuses on one big idea – usually your most important benefit.”

Determine the main message you wish to communicate. It can be an explanation of what you do or how your reader will benefit from your product or service.

The Approval Process

Depending on your organization, you may have a simple approval process or one that is more complex with multiple layers.  Be sure to combine all feedback onto one draft before providing it to your brochure writer. Otherwise, you could end up giving the writer conflicting instructions.

As you read through the brochure draft, put yourself in the shoes of the customer. Is the copy easy to understand?  Is it compelling?  Will it be effective in accomplishing your objective?

With precise feedback, I’ll be able to craft a second draft, which should be getting close to final copy, ready to be passed to the graphic designer for a layout.

I appreciate clients who take the time to thoroughly read my drafts and assist in the fine-tuning process.  You know your business and I know copywriting.  Together we can create something beautiful.

Contact Susan Greene

Need help writing your company's brochure?  Choose a professional copywriter with 20+ years of experience writing print materials.