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Learn why people trust wikiHow. Download Article Explore this Article parts. Sample Brochures. Tips and Warnings. Related Articles. Article Summary. Part 1. Get specific. A brochure is a valuable, tangible piece of marketing material that is ultimately used to sell. Unlike a website, you have a limited amount of space on which to provide information. When writing a brochure be specific with what you are selling. While a brochure can be used to highlight your overall offerings, it's often good to have multiple brochures.
You should have a brochure for each individual product or service. Instead of offering a lot of broad information, you want your brochure to focus on one topic. Perhaps you write one brochure on only kitchens. Get specific to one room so you can explain every detail from the type of tile you offer to the colors of the cabinet handles.
When looking at the front ask yourself what kind of information you would want to find inside. Write down and answer any questions you may have. You can use these in your brochure. Identify your target audience. You want to think about where people will pick up this brochure. Who these people are. Are you writing your brochure to an individual consumer who is looking for a product or service?
Or are you writing your brochure for a team of investors and board members? Your voice and tone and even the information you provide will be different based on who is going to be reading your brochure. Include info for options on materials and different builds. Focus on how what you offer will make your customers feel. You want to create content that the benefits you can provide. Focus on information that shows investors or other businesses how your product will have a positive monetary impact.
Stress the benefits of your product. Instead of just providing an overview of the basic features, you want to focus on a specific topic that lets you get detailed.
Features describe the product or service; benefits describe how the features will help the reader. Your brochure is a product someone will take away. Therefore, you need to provide enough relevant information quickly and effectively. Your brochure will serve as a salesperson of sorts.
You may simply want to include in your about section the other rooms you offer. Part 2. Choose a layout. Brochures come in many styles and layouts. The most common is the tri-fold brochure. However, you should free to choose a different layout depending on the information you are providing. Now that you have a topic narrowed down, you can begin writing copy.
Pay attention to how many sections you need. Create an outline to help you discover how much room you'll need. In a typical tri-fold brochure, a piece of landscape paper is divided into 6 sections. Sections 2, 3, and 4 are your inside sections and usually contain the most valuable information.
Section 2 is the inside flap and usually contains broad information with questions and answers. This information compels the reader to believe that the product will be the answer to any problems the reader has. Sections 3, and 4 typically expand and go deeper. These sections explain the information, affirming the reader that a solution is contained within your brochure. This area entices readers to pick up your brochure. It often depicts an image that conjures up positive feelings.
The aim of your front flap is to make the reader open your brochure. There should also be a line or two of copy that promises the reader a benefit. Section 5 is the back flap and usually contains testimonials and coupons. Section 6, which is the middle back third, usually contains contact information like a phone number, website, and map. There are plenty of folding types and layouts when it comes to brochures. Remember the basics. Don't ignore the basics when creating a brochure; it should include standard information, such as company name, at least two types of contact information, a logo and tagline.
It should also include a headline on the front and two or three brief items outlining benefits your organization can provide. All text should be in brief, easy-to-read blocks to provide clarity for the reader.
Don't confuse the reader. Avoid the temptation to list too much information on your brochure. Too many messages will confuse your audience and dilute your main points. Focus on what interests your target audience in a succinct manner, and they'll come away with an accurate understanding of what you can offer them and how you'll do it.
It's OK to be proud of your business, but not at the expense of cluttering your brochure with irrelevant information. Avoid big words. There's no need to impress your target audience by using hard-to-understand words that will send the reader scrambling for a dictionary. Your goal is to provide the reader with information regarding your organization, and triple-word-score Scrabble words and lengthy acronyms are hardly the best way to accomplish this.
Plain speak is the best course of action. Include a call to action. Don't assume your audience will be moved to contact you or purchase your product or services after they read your well-crafted brochure.
An effective brochure should include a call to action, such as an offer for a free product sample or a free estimate or gift. This will entice readers and give them an incentive to act.
Sometimes people need that extra motivation to contact you. Don't be flimsy. Here are 7 things that you need to consider for effective brochure design. This will determine how the entirety of your brochure marketing will go, and by extension, the design of your brochures. Which segment of your target market are you going to distribute your brochure to? Will it be distributed by hand or sent through direct mail? What benefit do you hope to get?
Answering these questions makes for an effective brochure design. One of the distinguishing features of a brochure is its numerous folds. In fact, these folds control how your product and service information is presented to your recipient. Picking the right brochure fold is challenging. You want the fold to complement the type of content that you include in the brochure and the way your intended recipients read it. Things like product features, or a sequence of steps, would benefit more with a brochure that folds open to reveal each step sequentially.
PrintRunner currently offers seven types of brochure folds, each with their unique features and best applications. To learn more about them, check out our blog post on brochure folds. A lot of people think that only the content of a brochure is important when it comes to the creation process. While I agree that the content is important, how it is presented to your reader is more crucial, in my opinion.
This is where understandability comes into the picture. Review your copy with respect to your reader. Is it giving too much information that could overwhelm your reader? Is it too short? As a general rule, concise writing isa must for brochure marketing. You have to give valuable information in a short amount of time.
Aside from this, you should also review how your copy relates to the overall visual design. Too much text and your brochure would not be enticing to read.
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