What exactly is the purpose of your brochure? Do you want a certain reaction from its readers?
Yes, you want more business. But for your brochure to be truly effective, you’ll have to break that down. More business is the the long-term goal. What steps will a reader have to make in the short-term for that to happen?
Look at it like this:
- They need to pick it up
- They need to read it
- They need to be interested
- They need to be affected
- They need to know what you want them to do. Call? E-mail? Visit your website? Fill out a return postcard?
Most brochures that are sitting in a stand on a counter or set out on an accent table don’t get read. They don’t. They’re still an incredible marketing method, but you only have a one in 10 chance that out of the brochures read, you’ll even get business from them. That means you need to grab and captivate your audience quickly, and then you very specifically need to guide them through the entire piece without making it feel like a chore.
Hint: Men and women process information differently. Most men scan – not read – full context information.
How will you make sure he understands that what you offer matters to him?
- Be precise
- Be bold
- Speak directly to him, and
- Use graphics
Most women, on the other hand, read emotionally. She is more likely to respond to humorous or insightful messages – messages that give her perspective validity.
- Address the circumstance
- Use sarcastic, cynical or endearing humor, and
- Provide a cure
When you provide products or services that don’t cater to a specific gender, the tone, content and graphics yield better results when they’re more personal, and speak to the need a consumer has that would cause them to require your offering.
Whether selling to men, women or both, make it clear what you expect them to do with their newly-acquired information. Don’t let a sale slip through your fingers because you thought your product or service was more important than the consumer. Then request a phone call or website view so they can get more information on solving their problems.
Do you take gender into account when drafting marketing materials for your company? What did I miss? Let me know in the comments below, and feel free to hit reply in our newsletter for a personal response.
Flyer Brochure: Usually a one sided, 8.5 x 11 inch brochure designed on the front for inexpensive rendering. These can be produced from sell sheets or direct mail letters that typically sell your idea or promotion strongly through copy, print design, or both. These can be set out in bulk for viewers to grab or they can be handed out, but if folded, sealed, and addressed can be part of your 
TriFold Barrel Style Brochure: These are similar to the Z-fold, but fold in thirds toward the center with the left side over the right. Traditional and convincing, these can be direct mailed, handed out, or stacked for bulk disbursement. Once again, deciding what goes where and how makes this a professional endeavor.
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