{"id":631,"date":"2018-09-12T17:41:00","date_gmt":"2018-09-12T21:41:00","guid":{"rendered":"https:\/\/dev.ironmarkusa.com\/auto-brochure-guide\/"},"modified":"2025-08-28T22:46:46","modified_gmt":"2025-08-29T02:46:46","slug":"auto-brochure-guide","status":"publish","type":"post","link":"https:\/\/ironmarkusa.com\/auto-brochure-guide\/","title":{"rendered":"The Step-By-Step Guide to Eye-Catching Auto Brochures"},"content":{"rendered":"\n

Buying a car is a very tactile, in-the-dealership experience. People do buy cars online, but the majority (67%)<\/a> still prefer to make an in-person purchase. Until they figure out how to get that heady new car smell through the internet, this probably won\u2019t change much. And you certainly can\u2019t take your particular car for a test drive online, even with artificial intelligence.<\/p>\n\n\n\n

Your marketing materials are no different. Although your online message is important\u2014especially as a great resource for shoppers\u2014your in-store and direct mail messaging is equally important since you can hold it in your hands. We\u2019re talking about auto brochures. They\u2019re tactile, portable and long lasting. They can also be posted on your site for easy viewing and distributing, and here\u2019s how to make yours stand out:<\/p>\n\n\n\n

1. Know Your Objective<\/h3>\n\n\n\n

What\u2019s the purpose of this piece? Is it to move the buyer along the buyer journey continuum? Upsell them to an aspirational car that\u2019s a step up from their current one? Add fries to that burger with accessories for their newly purchased car? Once you\u2019ve determined the purpose, you can create a message and choose images with that in mind\u2014and you\u2019ll keep the piece focused.<\/p>\n\n\n\n

Sometimes dealers try to do too much in one piece and the end result is just plain ineffective. You can create various brochures that address each objective so that you\u2019re tailoring the message and more likely to drive home a sale.<\/p>\n\n\n\n

2. Know Your Audience<\/h3>\n\n\n\n

Any marketing piece worth its salt will speak to your desired customers. By going under the hood and learning about the likes, dislikes, ages, gender, geography and buying behaviors of these different personas, you can speak directly to them. Quick customer surveys as well as in-person probing by your sales force can net you that critical information.<\/p>\n\n\n\n

Car buying is extremely personal, so your message will be too. What features are important to what customers? Do they need to hear about the more technical specs of the car, or would they enjoy feeling the experience of their hands on the wheel through this brochure? Do you need to include accessories to round out the story and inspire them by conjuring up a complete lifestyle?<\/p>\n\n\n\n

What\u2019s more, if you can personalize the brochure, all the better. Consider making several for different buyer personas, and when you send them out, have their names printed on them (on the license plate if you can swing it!).<\/p>\n\n\n\n

\"Auto
g-stockstudio\/Shutterstock<\/span><\/p>\n\n\n\n

3. Write Crisp Copy<\/h3>\n\n\n\n

Simple and succinct sells. As we read more and more online, we\u2019re conditioned to read shorter copy, with lots of \u201cbreaks\u201d for the eyes and skimmable text. For this reason, generous use of headlines, bullets, and short call-outs are always welcome. Vary your sentence length for a more interesting read. Like this.<\/p>\n\n\n\n

Keep your customer first. Always begin with the WIIFT model (what\u2019s in it for them). Communicating this way with your audience is much more effective than hitting them over the heads with the features of your car. For instance, try writing \u201cFeel the difference in craftsmanship the moment you slide into the driver\u2019s seat,\u201d rather than \u201cOur leather seats are hand-stitched.\u201d Try to evoke an experience for the reader by showing them the feeling that feature evokes. It\u2019s the benefit, but it\u2019s one step beyond to the emotion that benefit conjures.<\/p>\n\n\n\n

Related: How to Give Your Copywriting an Adrenaline Boost<\/strong><\/a><\/p>\n\n\n\n

4. Choose Beautiful Photos<\/h3>\n\n\n\n

Words alone won\u2019t sell cars, but words coupled with images will. You know that car-buying is an emotional process. Since images quickly evoke emotions, they\u2019re a powerful way to get a response. What\u2019s that saying about a picture being worth a thousand words? And what\u2019s more beautiful than gorgeous car shots and images? Strive for creativity and uniqueness here in order to stand out. Cars can be commodities, so to beat your competition, you\u2019ll want to wow your prospects.<\/p>\n\n\n\n

5. Keep the Layout Clean<\/h3>\n\n\n\n

Less is more here. Pay attention to fonts and colors and make sure that you\u2019re not overusing either. It\u2019s tempting to play with different fonts and font sizes, but the end goal is an easily readable, attractive piece.<\/p>\n\n\n\n

6. Consider a Unique Shape<\/h3>\n\n\n\n

Have fun here.  There are a million ways to fold a brochure, so see what works best for the design and the car.<\/p>\n\n\n\n

Related: Unique Print Folds You’ve Never Considered<\/strong><\/a><\/p>\n\n\n\n

7. Pick the Best Paper<\/h3>\n\n\n\n

People pay attention to the feel of brochures. For the ones you print, try to get the best paper that your budget allows. This conveys a sense of quality and says that you value your customers. Commensurately, if your message is being \u201cgreen\u201d and earth-focused, consider recycled paper and environmentally friendly inks. The paper itself is a marketing message to the consumer, so go with what fits your brand best.<\/p>\n\n\n\n

8. Don\u2019t Forget a Call to Action<\/h3>\n\n\n\n

You\u2019ve hooked the consumer, now reel him in. Give him an offer with a phone number, website, email or other way to continue the buying process.<\/p>\n\n\n\n

9. Keep it Relevant<\/h3>\n\n\n\n

The car-buying process can take months, and brochures are brilliant because they last forever, unlike online ads. Aside from providing important information to help a customer make his purchase, consider other helpful, non-time sensitive information so they\u2019ll want to keep it around. Maybe include recommended road trips, or ideas of what to bring on a camping trip, etc.<\/p>\n\n\n\n

As one component in a smart, creative advertising campaign, brochures can really pull their weight. At Ironmark, we can help you with any marketing materials, including smart, stunning brochures. Contact us today<\/a> to catch more eyes, more attention\u2014and most importantly, more drivers.<\/p>\n","protected":false},"excerpt":{"rendered":"

Buying a car is a very tactile, in-the-dealership experience. People do buy cars online, but the majority (67%) still prefer…<\/p>\n","protected":false},"author":22,"featured_media":634,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[9],"class_list":["post-631","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-industries","tag-print-marketing"],"acf":[],"yoast_head":"\nThe Step-By-Step Guide to Eye-Catching Auto Brochures - Article<\/title>\n<meta name=\"description\" content=\"Buying a car is a very tactile, in-the-dealership experience. Your marketing materials should be no different! 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