Blog Post | Feb 13, 2024
The Psychology and Science Behind Using a Brochure for Sales Success
There’s a profound difference between how people react to and interact with printed media as opposed to a web page or social media post. Understanding the psychology behind why human brains gravitate toward print can help you create brochures that will resonate.
When making a lasting impression on your audience, brochures deliver. The most obvious reason why brochures get noticed is they stand out amidst the online and digital clutter, which seem disposable in comparison.
There’s a profound difference between how people react to and interact with printed media as opposed to a web page or social media post. See below for more fascinating insights that can help you craft a brochure that gets results.
Why Brochures Imprint More Deeply on the Brain
Digital media like web pages and even emails are ephemeral – that is, not long-lasting, and your recipient may only casually glance at it or skim it. Print media still commands attention. Research shows that people spend a lot more time with printed marketing and retain what they read. Marketing analyst and expert Heidi Tolliver-Walker recently wrote: “There is something about the way our brains process information on the printed page that is different from that in digital form. It is better understood, more deeply embedded and is recalled with more detail. It also creates a more powerful emotional engagement that translates into purchase intent.
Human Brains Love Order and Organization
Another way print lets you embed more deeply into a prospect’s brain is by giving you better control over how you organize and structure the entire experience. On a web page, there are many elements competing for a reader’s attention and different ways to absorb content. A reader can jump all over the page and bounce to another; you’re lucky if you can get a reader to stay on a page for more than 20 seconds. With brochures, it’s a different story. You can better control the flow of information and create a simple, linear customer journey that will keep them reading and retaining information until the end.
Another way a brochure protects your ability to tell a unified story that’s the same from reader to reader: you don’t have to worry about a brochure not looking right depending on a browser or phone! A well-designed brochure looks appealing from all angles, and the right paper and coating can help preserve its appearance.
Touch Translates to Trust
There’s something about being able to hold a brochure in your hand that lends credibility and authority to your company. Print media is generally perceived as much more honest and reliable, which can put customers at ease. With a brochure, information feels more trustworthy because it’s in print, so it can’t shift or disappear the way information often changes or disappears online. For these reasons, brochure marketing is a must in industries like real estate, automotive, and legal and financial services.
And, because print has staying power (the average brochure stays in a home for weeks, sometimes even months), a reader will see and interact with those messages time and time again.
Watch Your Story Come Alive in a Brochure
The best way to encourage someone to learn isn’t by bombarding them with facts; it’s by telling them a story, and there’s no better medium for storytelling than a full-color print brochure. A brochure lets you showcase many different elements to accommodate how people read and learn, including pictures, charts and graphics, testimonials and more.
See the Wow Factor in Action
Perhaps the best reason to try brochure marketing: when was the last time a banner ad surprised or delighted your clients? There are so many ways to make brochures visually appealing, full of pick-me-up value, and seriously creative, including die-cuts, color treatments, and even unique formats. We’d love to show you what we can do. Call us to see examples of the best brochures and discuss how we can work together.
There’s a profound difference between how people react to and interact with printed media as opposed to a web page or social media post. See below for more fascinating insights that can help you craft a brochure that gets results.
Why Brochures Imprint More Deeply on the Brain
Digital media like web pages and even emails are ephemeral – that is, not long-lasting, and your recipient may only casually glance at it or skim it. Print media still commands attention. Research shows that people spend a lot more time with printed marketing and retain what they read. Marketing analyst and expert Heidi Tolliver-Walker recently wrote: “There is something about the way our brains process information on the printed page that is different from that in digital form. It is better understood, more deeply embedded and is recalled with more detail. It also creates a more powerful emotional engagement that translates into purchase intent.
Human Brains Love Order and Organization
Another way print lets you embed more deeply into a prospect’s brain is by giving you better control over how you organize and structure the entire experience. On a web page, there are many elements competing for a reader’s attention and different ways to absorb content. A reader can jump all over the page and bounce to another; you’re lucky if you can get a reader to stay on a page for more than 20 seconds. With brochures, it’s a different story. You can better control the flow of information and create a simple, linear customer journey that will keep them reading and retaining information until the end.
Another way a brochure protects your ability to tell a unified story that’s the same from reader to reader: you don’t have to worry about a brochure not looking right depending on a browser or phone! A well-designed brochure looks appealing from all angles, and the right paper and coating can help preserve its appearance.
Touch Translates to Trust
There’s something about being able to hold a brochure in your hand that lends credibility and authority to your company. Print media is generally perceived as much more honest and reliable, which can put customers at ease. With a brochure, information feels more trustworthy because it’s in print, so it can’t shift or disappear the way information often changes or disappears online. For these reasons, brochure marketing is a must in industries like real estate, automotive, and legal and financial services.
And, because print has staying power (the average brochure stays in a home for weeks, sometimes even months), a reader will see and interact with those messages time and time again.
Watch Your Story Come Alive in a Brochure
The best way to encourage someone to learn isn’t by bombarding them with facts; it’s by telling them a story, and there’s no better medium for storytelling than a full-color print brochure. A brochure lets you showcase many different elements to accommodate how people read and learn, including pictures, charts and graphics, testimonials and more.
See the Wow Factor in Action
Perhaps the best reason to try brochure marketing: when was the last time a banner ad surprised or delighted your clients? There are so many ways to make brochures visually appealing, full of pick-me-up value, and seriously creative, including die-cuts, color treatments, and even unique formats. We’d love to show you what we can do. Call us to see examples of the best brochures and discuss how we can work together.