Our friends at Logoworks.com wrote an article on how to make your brochure more effective. Below is a summary of the article with additional content catered to the Japanese market.

1. Work with Professionals.

   While we agree getting help from a professional designer and copywriter will make your brochure more effective in communicating your company’s brand identity and message but it may not be the most economical for small businesses on a budget. For small business on a limited budget, there are tons of free brochure templates. Simply do a search using these keywords “パンフレット デザイン テンプレート 無料” - translated: free pamphlet (Japanese don’t use the word brochure) design template. And for business owners who have more time than money, do a search for “パンフレット作り方” - translated: how to make a pamphlet.

1. Choose the Right Format.

   Brochures come in all sorts of sizes and shapes. Most common in Japan is the tri-fold. Whichever style you use, make sure the brochure is unique and entices your customers to read.

1. Make Sure Your Brochure Looks Professional.

   Choose the right fonts, photos and use of white space to reinforce your brand positioning. Spell check your content. Remember, your brochure represents your brand to potential customers.

1. Don’t Use Too Much Text In Your Brochure Design.

   In Japan, brochure designs have way too much content, even brochures designed by professionals. If you’ve seen an ad or brochure in Japan, you’ll have a difficult time trying to figure out what the key message is that the company is trying to convey. Their is just way too much content jammed in limited space. Know the key point you want to communicate to your potential customers then use fonts, quality photos and strong copywriting to get that point across.

1. Write Stories, Not Descriptions.

   Don’t write about your services/products or their features and why it is better than those of your competitors. Instead, write about how your services/products can help solve problems or enhance processes your potential customers may have. Avoid the sales pitch and try to engage your customers on an emotional level.

1. Say One Thing and Say It Well.

   This is related to rule #4. Have one key message you want your customers to take away. Saying a message well doesn’t mean you have to use words. The saying, “a picture is worth a thousand words” holds true here. If you’re a dentist who wants to promote your specialty in root canals, then write about your root canal service. Don’t add that you also do cosmetic dentistry. Your customers will know about your other services once they are interested and research your website.

1. Tell The Reader What You Want Them To Do.

   A nicely designed brochure is useless if there is no call to action. What is it that you want your customers to do after being engaged by your brochure? Do you want them to call you? Visit your website? Whatever it is make it easy for your customers to understand your call to action.

View more website and graphic design tips.

Read the original article from Logoworks.com