Of all print marketing formats, brochures can offer the most information in a compact, easily accessible size. As opposed to online content, brochures are less straining to read and can be delivered in a more personable way.
Julia Hyde explains for AllBusiness.com why print marketing initiatives are still vital components to an overall marketing campaign: credibility and time. Consumers expect businesses to have some sort of print base. In an age when anyone can launch their own blog or website, it is reassuring and impressive to find a company with presence in both realms. People also want to consume marketing material on their own time and at their own leisure.
With brochures, it is advisable to get to the point on the cover or within the first page. Details are for individuals for whom curiosity is already sparked, so save the complicated information for the rest of the brochure.
"The first page your reader will see is the front cover," writes Hyde. "Get it wrong and you will likely lose the sale. Start with the benefits of your product, or use thought-provoking statements that motivate the reader to pick up the brochure and open it."
Marketers can even offer additional information through other mediums such as booklets, emails or through the completion of a survey. This will only further expose the consumer to the services the business provides.