Crafting a compelling sales brochure cover is no longer an option for ambitious business owners - getting it right is a must when it comes to your cover. According to the Global Association of the Expo Industry, 95 percent of trade show attendees request brochures or other literature from exhibitors. And unfortunately, 65% of that literature is promptly discarded. The single most important way to prevent your brochure from landing in the rubbish bin is to design a brochure cover that attracts, educates, and motivates prospects. Below is a look at the top characteristics of a captivating brochure cover and the steps you can take to design a cover that converts.
Why is the cover of your business brochure so important?
1) A great cover attracts time-starved prospects
2) Covers are powerful
3) Prospects make assumptions about the rest of your brochure
"If the cover seems to be nothing more than a catalogue photograph with block lettering, I bypass it."- Naomi Blackburn, The Author CEO
4) A great cover can stimulate sales
What happens if you fail to produce a captivating brochure cover?
Poor ROI: There is more to preparing a business brochure than meets the eye. In addition to printing costs, you must account for costs related to content creation, graphic design and distribution.
Lost sales: When your cover fails to impress and your brochure lands unread in the rubbish bin, you lose out on sales opportunities that you may have been able to close if your target audience was motivated to learn more about your business.
A tarnished reputation: An unprofessional looking brochure cover can negatively impact your industry reputation and prospects may assume that that the poorly produced brochure reflects your ability to deliver professional products or services.
What are the top characteristics of a captivating sales brochure cover?
Follow these 7 steps for a sure fire way to boost your sales.
1) Thoroughly understand your audience
2) Keep AIDA in mind at all times
"AIDA is an acronym for Attention, Interest, Desire, and Action. To be effective, your sales brochure needs to get attention, get the prospect interested enough to read further, raise their desire for the product or service, and get them to take a specific action such as buy now, call and make an appointment, visit your website, or return a post card."- Janet Attard, Founder and CEO of Business Know-How
3) Do not lose sight of your objectives
4) Use imagery to convey your message
5) Make your cover unique
6) Remember that it is a brochure cover, not a book
"One of the most common blunders business owners make with regards to headlines is peppering them with their company's information. While basic details about the business are needed, they shouldn't be highlighted as the headline of the brochure."- Igor Ovsyannykov, Owner of Inspirationfeed
7) Seek feedback before finalising your cover
"Does the cover have a clear, concise message?"
"Based on your response to the proposed cover, how likely would you be to want to open the brochure to learn more about our business?"
"Does the cover create a memorable and motivating first impression?"
"Does the cover look look professional?"
"Is the content on the cover easy to see and digest?"