The Seven-Second Test for Your Brochure Printing

Most experts agree that marketing collaterals like your brochures should be able to make a favorable impression right away. If your print brochure does not get the attention it deserves, say in the first few seconds, chances are your brochure printing would be trashed.

So how many seconds do you have? Well, according to marketing professionals, your brochures have a life span of seven seconds. This means that if the brochures do not get the attention of your prospect in seven seconds, be ready to say goodbye to it.

To know if your brochure printing has what it takes to get the attention of your target clients, get this seven-second test to discover how your custom brochure prints would fare. Give yourself a tick for every “yes” and an “X” for every “no”.

Seven seconds: Does it appeal to emotions? The old adage in marketing that consumers buy based on emotions and justify with logic later on is quite true. Your brochures should then appeal to emotions more than anything else. In other words, they should appeal to the heart and connect with each of your prospects desires. It should be able to strike an emotion chord within the first seven seconds or you lose its effectiveness.

Six Seconds: Does your brochure printing look professional? In the first six seconds, your prospects should be able to decipher whether your brochure prints are professional or cheap. A cheap brochure has poor quality images because the printing is not exactly what you will call professionally done. Poor quality photos or images produce bad prints.

Five Seconds: Is your brochure printing personal? Your print brochure should be able to connect personally with your prospects. A shotgun approach to printing a brochure does not work. Your brochure should be able to address the concerns of your prospects directly. It should be able to answer their questions. Essentially, your brochure should be able to do this in five seconds. If it does not connect within this period of time, it will more likely end in the trash.

Four seconds: Is your brochure pleasing to the eye? This means that in four seconds, your brochure must have convinced your prospects that this piece of folded paper is worth the look. In other words, your brochure design should be pleasing to the eye. It should not be cluttered with so many things because if it does, your readers would not spend any second with it. Readability and visually delightful to look at – these are things your brochure should exude in four seconds.

Three Seconds: Does your brochure have a clear message? Your brochure should have one single message that is very clear to all your prospects. Yes, it is tempting for amateur marketing professionals to want to include as much information in the brochure; but little do they know that too much information is a turn-off. A fully loaded brochure confuses your readers. What you should do is to focus on one single message that is clear and concise and easily identifiable in three seconds.

Two Seconds: Does your brochure highlight your product or service? Within two seconds, your readers must be able to identify what you are trying to offer. The product or service must be easily identifiable. Do not bury the product or service in the inside pages because you only have two seconds to get that out to your prospects or you lose them completely.

One Second: Does your brochure make an Action Call? Your brochure should be able to tell your prospect what they should do in one second. Be it “buy the product” or “try the service”, your brochure must be able to get this message out in one second.

If you get a yes for all seven seconds, keep your brochures – you have done a really good job on your marketing strategy.

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Article Source: http://www.marketingarticlelibrary.com

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