What Do The Customers See?

I have to ask myself over and over again when seeing brochures whether or not the person who wrote it had the customer in mind, or if they were just making a brochure for themselves.

Now, they might have thought they had the customers in mind, when in reality all they had was their version of the customer in the forefront of their mind. That right there is really the biggest issue that most companies face when it comes to how they handle their marketing.

They might think they’re focusing on only the customers with their brochure printing when all they’ve done is decided that this is who the customers are, and this is what they’ll like.

You have to know who it is that you’re writing for before you can even hope to sell anything. No matter how great you think your full color brochure printing is, it won’t do you any good if you haven’t been writing to the right people.

All of this will technically be true of any forms of advertising, but this is particularly important in relation to brochure printing. Unlike other forms of marketing that are a lot shorter and to the point, a brochure requires more of a person’s time, and is going to have a lot more personality in it.

This is where appealing to the customer needs to be front and center. The type of language you use and the images you choose need to all be based on what will appeal best to your customers.

In order to get just the right kind of finished product with your full color brochure printing, you might want to show a sample of your brochure to a test group to see what kind of reactions you’re getting.

Now you’re on the way to having the needed information to grab their attention.

Something else to be aware of is the word choice you use. When writing something longer like a brochure people often unknowingly start writing with terminology that only people in the industry will really know.

This can be one of the biggest brochure killers in my experience. I’ve seen plenty of them filled with terminology I’ve never really seen before. How am I supposed to follow it and how am I supposed to care about buying something I can’t even understand?

Make sure your word choice is geared towards someone who doesn’t know anything about your industry.

The next time you’re working on a brochure take a moment to step back and take a good, long look at what you’ve been writing. Try your best to look at it through the eyes of your customers, and decide if it’s really something that will appeal to them. Quite often this is all you need to do to greatly improve your brochures.

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