Publisher's Corner

A wise person once said ‘You never get a second chance to make a first impression’. In fact, it just takes a few seconds or a cursory glance for a person to make a judgment about us. Our subsequent actions, behavior and professionalism may change that perception slightly, but not to a great extent.

So it stands to reason that how you portray your business to prospective clients is almost as important as how you do business.

Whether you are a fashion designer, a multi-media training company, an industry consultant, a yoga studio, or a niche photographer, putting your brand out there in a professional manner is extremely important.

One could argue that a brochure is just as important as your business card. It is an important marketing and sales tool, one in which you can do a little bragging and shamelessly present your business in the most positive light. It is your opportunity to create a lasting impression, so be sure that it is a good one.

Whether you are a company with a staff of 2, 20 or 20,000, MagCloud is a great tool for affordably publishing and distributing your brochures in a professional format. Our full-color, full-bleed print options in both standard and digest trim sizes give you the choice to create a robust brochure of multiple pages, or something simple and portable, like a four-paged digest handout. Digital distribution options also make it easy to share your brochure digitally to a desktop, laptop, the iPad, or other mobile device.

MagCloud’s ship-to-group feature makes it easy to drop-ship seasonal information or annual brochures to your clients around the world. Or, if you are a small business, its on-demand functionality means that you can distribute individual copies as needed to interested clients, allowing you to maintain a professional appearance without exceeding a limited budget.

Once you have these great logistics and beautiful print quality, the only thing holding you back is content, and design. Here are a few tips for gathering the content you should include in your brochures, and how to effectively assemble it into a professional-looking publication.

Getting Started:

Who are you talking to?

The first thing you need to know is what you want your brochure to accomplish. That ties directly into the target audience and what the message of the brochure will be. Identify your target audience and speak directly to them. Never try to address everyone. Once you know who your audience is, it will be easier to target your messaging and articulate that your product or service is a solution to their needs.

What is your message?

Always include a meaningful headline. Your headline should clearly communicate your main point so that even if the reader reads nothing else, they will understand what you are about.

Tell the whole story in your writing. Be concise, but remember to write your body copy in plain English. Don’t use jargon or industry lingo, instead pretend you’re explaining your message to a friend.

It’s helpful to use succinct, pithy copy. Avoid long sentences. Keep your message to the point. Use subheadings liberally, as they break up long copy and help draw a reader through the text. Ideally, a reader should be able to get a good grasp of your message by reading only the headings and subheadings.

Designing Your Brochure: 

When all of your information is gathered and your writing is done, you can finally get down to the business of designing. You’ll want take into account the basic elements of good design – organization, consistent styling, balance, color, and so on.

Lay out your brochure cleanly and professionally. The design should draw the reader in and ease the process of reading. Remember that erring on the simple side will be easier for your consumer than an over-designed, distracting or hard-to-read brochure.

It’s great to use graphics to provide balance with text, but be sure they are relevant to your content. Use graphics that grab your reader’s attention and underline your message. Whether it’s a picture, logo, or stock image, just be sure it relates to your message and brand.

As with any design there are some things you’ll want to avoid. These include:

• Avoid over-used typefaces, such as Arial and Helvetica. Read more in our recent blog post.
• For content type, keep the point size under 12.
• Don’t use more than three type faces in a brochure.
• Generally don’t use more than one alignment.

If you feel lost…

Starting from scratch on a brochure can be challenging. Some great resources for design inspiration can come from other designs. Try searching the web for brochures in your industry and see how your design stacks up against the competition. You don’t want to copy someone else’s design, but it’s a great way to get inspired.

Also check out the stock templates available within most design and word-processing software. If you aren’t a super-savvy designer using InDesign or Quark, you’ll be amazed what you can do with Apple iWork Pages, Microsoft Word, and Microsoft Publisher. For those who are confident in their skills with the software, but looking to get a more professional look, you can also investigate altering templates from Stocklayouts or Inkd, just be sure you are ready to tweak these designs as they are not all perfectly sized for output through MagCloud.

Have you published your company’s brochure through MagCloud, or found other great resources for inspiration and design? Please share them in the comments below.