By: Gordon Conner
If you’re getting your new startup company off the ground, you’re going to need a company brochure. And if you want a very professional piece that will be reflective of your brand, these ten tips should help you get there. Running a startup means little time and money. Things like brochure design, printing and marketing seem to often get pushed to the end of the to-do list in favor of focusing on the core business.
So if you want to create a professional and effective brochure for your startup, but need for it to be quick and simple, these tips will help you put together a brochure that will get you off and running.
1. Keep it short
We all know that startups don’t have loads of cash for printing, or the time to devote to a snappy 72-page slick brochure. So keep it short, 8-12 pages, tops.
2. Make a plan
So what do you want to do with this brochure? What’s its purpose? Explain products and services? Build brand awareness? Introduce your business? Focus on one particular service? Make a list of your goals and don’t deviate. You can develop something more comprehensive later.
3. Have a clear layout
So, you have eight pages, and one is the front cover. That means you have seven others to sell with. Use some post-it notes to arrange the contents on a board or table until you have what you want. They may include these subjects:
- About us
- Our services
- Our products
- What makes us different
- Facts and figures
- Market research
- Large, full-out image
- Call to action
- Contact and social media details
- Link to your website through URL and QR code
Now, give some thought to how much space to devote to each element and cut whatever doesn’t add any value. And remember, by using a professional printer, you can use both sides of the paper and design in spreads if needed.
4. Maintain your brand
Keep in mind that the copy, look and feel of the brochure need to convey the company brand and address your philosophy and outlook. Whether you’re running a cutting edge new website design firm or opening a new sophisticated craft beer pub, the photos, colors and typography need to be on brand and be consistent throughout.
The good news is you probably figured most of this out when you were developing the company logo and brand identity. If all of your printed materials and web collateral is consistent, you’re good to go in building a cohesive branding statement and a solid brand audience.
5. Use a clean design
Whether you’re going for a crisp clean look, or a bright full-color design, it all needs to be clean and fresh. Use a lot of white space, clear headings and make the text easy to read. Having too much visual information will just confuse the reader.
6. Keep it accurate
Please-no spelling or grammar errors! This is a sure way to ruin a great brochure. Think of it this way, if you can screw up your own brochure, how are you going to treat your client’s work? If you can’t afford a proofreader, get others to check, check, check.
7. Keep it compelling
Keep your writing concise, no flowery language or long descriptions. Make your first paragraph interesting enough to compel the reader to want more. Make it professional, but keep out the jargon. Remember to write to the appropriate audience. For many topics that means an eighth-grade education. Throw in a few shocking facts and figures. The reader will remember them and they take up little space.
8. Think big
Just because you have a lot of information to squeeze into a small space doesn’t mean you have to use a tiny font or use a bunch of little photos instead of one larger one. Just remember, big ideas, big images, big statements and big text.
If you’re using a professional printer, consider using full-bleed photos and full–color pages. They make a real statement. If the reader needs more information, they can always ask.
9. Use pictures of people
When a reader has a choice between a photo of a person, or other subject matter, the attention always goes to the person’s photo first, particularly the person’s eyes. The mood of that person in the photo will have a major influence on sales and branding. Don’t overlook where the person is looking.
A smart designer will use photos of happy people enjoying the products or services. And if you have a particularly important paragraph or headline, have that person looking in that direction.
10. Be inspired
Always be on the lookout for interesting brochures and other marketing materials that you come in contact with. And when you see an intriguing idea on the Internet, jot it done, even the bad ideas that you want to avoid.
Follow these tips and you’ll have a beautiful and effective brochure for your startup before you know it. And, if you’re too busy with payroll and screaming customers, get a good copywriter and designer to take this off your plate. Your staff will thank you.
About the Author
Gordon Conner is a Copywriter, content writer and blogger who writes “Snappy Copy That Sells Stuff”. He has been providing advertising, marketing, branding and copywriting services for 39 years and lives in Midlothian, Virginia. He can be reached at Gordon@GordonConner.com. or www.GordonConner.com.