Command Results with These 4 Direct Mail Brochure Formats
Ready to open doors and grab leads for your business? Direct mail brochures are a great piece of any marketing plan and are especially useful in building consumer confidence. According to the Direct Mail Association, 56 percent of consumers consider print marketing the most trustworthy form of advertising, and 65 percent of consumers have bought something from a direct-mail piece.
When considering your next direct mail campaign, here are some reasons brochures might be best:
The human brain is designed to understand more when something looks “real.”
As a time-tested commodity, brochures offer an easy-to-follow layout that builds instant connections with all types of people. Brochures also connect well with memory because they engage people’s spatial memory networks.
Increased Brain Response
In this busy age of low attention spans, physical materials increase the brain response of every viewer.
There’s something blissful in physical opening print pieces: the smell of the ink, the texture of a product. And that sensory stimulation has big benefits – people continue reading longer from a physical page and retain information better from print than from digital media.
Direct mail brochures are ideal for customers who weigh a decision because people can read them many times or store them for future reference.
Brochures offer an attractive, compact option to get your advertising read or handed around to others. Every time someone new picks up your brochure, your message makes an impression. And brochures are far more likely to be saved or filed when someone needs more time to consider.
Bring Your Message to Life
When you’re building a concept for your next direct mail brochure, here are a few schematic options to consider:
1. Product/Benefit Layout
When you want to share more information about your business or its benefits, brochures provide a clean, logical layout.
Your brochure panels might tout your firm’s professional capabilities, your product’s unique selling points, or the practical advantages of your services.
2. Testimonial Brochure
Personal endorsements are extremely valuable, as prospects value others’ opinions more than any direct claims you make.
Use your brochure panels to feature pull quotes, before and after success stories, or reviews from real people (featuring names, photos, or dates). Best fit customers are influencers that prompt your readers to think, “I can relate to this person, and I trust their opinion.”
3. Question/Answer Format
Similar to a testimonial design, the Q/A format is very versatile.
Use it to address target customers’ felt needs, disarm suspicion, or present interviews with key company executives. Answering questions reduces buyer tension and creates an immediate bond with readers.
4. Fold-over Mailer with Postcard
Want to double your impact?
Try a fold-over mailer with a postcard inside. Fold-over mailers serve as both a brochure and a mini-poster and allow for heightened reader engagement as postcards are removed. Either piece can be passed to others or posted for later reference, allowing flexibility in concept and design.
Hook, Story, Offer
No matter what format you use, every direct mail piece needs a strong hook.
Most people will scan your external copy looking for a reason to read (or toss!) your brochure. State significant benefits upfront, or ask a question that must be answered. Start headlines with active verbs and keep this big question central: “What’s in it for me?”
Lead with this perspective, and you’ll entice them every time!