Brochures and catalogs

italian translation

Some brochures are clearly more effective than others, attracting more attention, inviting readers, and increasing sales. Others are a waste of time and production money.

Certain principles in the creation of brochures are similar to those for print ads. Many, however, are unique to sales pieces and can contribute greatly to the effectiveness of the message.

Advertising and sales pieces should march to the same drummer. The visuals, words, and personality of the brochure should remind readers of the advertisements.

Study the competition - and discover where you have an edge. Understand your target audience.

Better brochures

• Put your selling message on the cover. The cover of a brochure works like the headline of a print advertisement. State your position, or promise a benefit to the reader.

• Be single-minded. Most brochures fail because they try to show everything, so they end up with dozens of postage-stamp-size photos and lengthy copy that speaks to many different audiences. Try this discipline. If you had to use only one picture in the entire piece, which would it be?

• Always caption photographs. Captions are read almost twice as often as body copy, yet no more than one out of five brochures bothers to caption photos. Captions that give the reader lots of pithy information work harder than short bland ones.

• Avoid clichés. Visual clichés abound in brochures. The smiling chef appears in every hotel brochure; the smiling bikini-clad temptress in every travel piece. If you are likely to see a visual in your competition's brochure, don't use it.

• Load it with facts. The most frequent criticism of brochures is that they "don't give enough facts." Tell consumers what is included, the price, the hours. Graphic devices such as bullets and grids can highlight information.

• Give your product a firs-class ticket. Don't stint on quality. In many cases, the brochure is your product. If your budget is limited, consider doing a smaller mailer or an elegant black-and-white piece instead of four colors.

• Ask for the order. What action do you want the reader to take? Write, telephone, send a check - every brochure should contain a clear call to action.

Catalogs

There are thousands of catalogs in print, featuring everything from boomerangs and cookie cutters to men's and women's clothing. Shopping by mail [in the United States] has increased dramatically as people's leisure time has decreased. Another significant development [in the US] is the consumer's willingness to buy more high-priced items through catalogs.

These principles for more effective catalogs apply whether you are selling nasturtium bulbs or fishing tackle.

• The cover is your showcase. If you put a product on the cover, it will sell three times better than if it were placed on an inside page. The cover also sets the personality for the catalog.

• Make it easy for customers to order. Organize your layout so readers can pair descriptions with photos. A well planned order form helps; make sure it's clear and easy to fill in.

• Pack the copy with facts, not fantasy. The trick, say professional catalog writers, is to anticipate the consumer's questions and answer them in the copy. The more you tell, the more you sell, especially when the product is an expensive one or involves the customer's well-being.

• Location shooting adds excitement. Photographic sessions outside a studio add a note of visual excitement and let you take advantage of natural light. Location shoots can be as simple as the park across the street or as complex as a trip around the world. Use of locations is more effective when it is relevant to the product.

Another tip for photography

For extra impact and a fresh, bold look, blow up details. Use a part to suggest the whole.

• Change pace now and then. Visual surprise calls attention to the merchandise and

  also serves as a refreshing change of layout.

• Repeat your winners. Always include those tried-and-true products that never fail to garner orders. Give new items a good position so you can evaluate how well they perform. Establish a level of performance, and weed out merchandise that fails to meet it.