Deciding to print a brochure

Brochures are a means of advertising that allows you to present your business to potential clients without you having to be there. They should outline what your business does, what your services include and portray the quality of your services.

Brochures come in various sizes, paper weights, and colors. If your company provides high cost services or goods that are meant for clients that expect the best, then you should print a brochure that will impress them and make them want to use your service or purchase your product. If you are selling lower priced items or services to people who are looking only for a low price or for a freebie, then don’t spend a ton of money on brochures that could have been printed for a low cost.

Keep the cost equivalent to the return.

BUT don’t cut costs to try to save money, because that will defeat your marketing strategy. Don’t waste money on unneccesary colors, coating or heavyweight papers.

Keep this in mind when you are deciding what you want:

  • when using traditional printers, the more colors you want, the more the cost per piece will be.
  • when using digital printers, the costs for full color is the same as for one or two colors. We use digital printers so we can provide high quality materials at reasonable costs.
  • aqueous coating is an additional feature that can be optional or highly recommended, depending on what the piece is to be used for. If you are printing for high end clients then it’s a good idea. It is highly recommended if you are printing a piece that will be mailed or handled multiple times as the coating will prolong the life of your printed piece. If you just like how it looks and are willing to spend extra money to have your brochures coated then it’s optional and entirely up to you. (personally, I think the coating increases the brochures chances of being taken seriously. What would your first impression be if given two brochures, one coated and one not coated?)
  • Your brochure should say everything you want your customer to know about your company. This is why you are printing it. Make sure they will have at least a very good understanding of what you do and how to get a hold of you. Even if you speak to someone when you present them with the brochure, this is where they will get their info once you have left them. If they have decided to think about your proposal the brochure should provide them with enough information to at least jog their memory regarding your conversation.

Testing different brochures is also recommended. Don’t print 50,000 copies if you haven’t tested them on potential clients. Print 500 or 1,000 and see what happens. If you don’t get the expected result then consult with your designer again and see what you think might be changed that will get a better reaction. If you have already been using similar brochures and have already “tested” the market then printing large quantities is extremely cost effecient. The difference of adding 5,000 brochures to an order could sometimes only be an additional $200-$300.

The best way to decide what you want is to look at other companies materials. Do some research and figure out what you like and what your customers would like. Your designer can help acheive your goals much faster you once you’ve figured out what you want.

wendy milonas

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