1. Define your Message.



You must first identify what you want to convey before you begin anything. Do you want to get referrals? Do you want to get inquiries? Do you want to get orders? What specific action do you want from your target audience? How do you want them to respond to your message? Write your goal and refer to it often as you develop your message. As a tip, print your goals and stick them somewhere near your workstation to remind you of what you want from your target audience. This should remind you of why you are sitting in front of your desktop.

2. Get to know your audience and what they want.

Who is your target audience? Everybody is a potential customer but only a particular segment of your target population is likely to make that purchase. You can identify them by studying your market. Spend time understanding the profile of your customers. Learn how they buy and what they buy. Once you know your audience, you can tailor your message in your color brochures to target them directly. Research suggests that if a reader believes that the message was written specifically for him or her, he or she is likely to respond more positively.

3. Appeal to their wants, not yours.

This is a common mistake committed by most marketing executives. Customers just do not care about your company, your product or your educational qualifications. They only care about the benefit they can derive from buying your product or availing your services. As a general rule, keep your color brochure printing focused on the benefits your customers can derive. Do not bore them with details that are not pertinent to their decision making process.

4. Your message should appeal to your customers' emotions.

People buy for various reasons but often they buy because of the perception that they can derive some form of enjoyment from your product or service. Logical reasons are not as convincing compared to what appeals to the emotion. Focus on your customers? emotion because if you focus on the logical, they just might not buy from you.

Finally, remember this most simple advice as you create your brochures: Simplify.