Innovative Business Writing
Brochures Present a Creative Message
Brochures offer a versatile and dependable way to effectively
present your company, organization, product, or service to the
public. As a highly visual form of communication, brochures allow
you to present a creative, colorful, and informative message.
However, brochures need to do more than jsut provide information.
They should provoke action. Brochures can be used:
1. To support a sales or marketing letter
2. As a visual aid or handout for a sales presentation
3. For distribution at a trade show or seminar
4. To send in response to a request for more information
5. To highlight a specific feature or service
Steps to developing a winning brochure:
1. Plan your layout
A brochure can be any size. However, most brochures are 4 panel or 6 panel printed
on a 8 1/2 x 11 inch sheet of paper, front and back, then folded. Your layout can be
either horizontal or veritcal. There are no set "rules" as to the position of your
text/graphics or the size of the panels. The final choice will ultimately depend on
purpose, creativity, and cost.
However, the most important thing to keep in mind when determining the layout of
your brochure is clarity. You don't want your message or important contact
information to be obscured by the design elements you select. Copy is king. So make
sure the layout you choose leaves plenty of room to showcase your words.
2. Develop your content
Start with the cover. Don't waste valuable cover space; use it as a selling tool. Put a strong
selling message (and graphic) on the cover, not just the name of your company or product.
You need to grab the readers attention to get him or her to open the brochure and find out
Write a rough draft of what you want the brochure to say. Like sales letters, brochure copy
should use short sentences and paragraphs and have a friendly, conversational style. Don't
just give facts. Describe the benefits of what your product, service or company can do for
Avoid technical language unless it is necessary to describe product specifications.
Provide compelling statements of the product or service being offered and its features and
/or benefits. And don't just say your product is better, show how it is. Provide information
on how or why the product or service works.
If you have positive testimonials or endorsements from customers or clients, use them to
support your statements.
Use headlines and subheads throught the brochure to highlight specific features or
benefits. They should be detailed enough so that readers can gain valuable information
about your product or service just by skimming the copy. Remember, not everyone is
going to take the time to read everything in your brochure.
Leave space for pictures, graphics or charts that help visually describe the product or
3. Give a call to action
The rest of the brochure should be dedicted to "selling" the reader on your
product or service. This portion of the brochure should have it's own panel(s)
and it should get the reader to take action. This is where you tell the customer
how to obtain more information, place an order, or make an appointment.
So in review, a clean layout, compelling copy and a clear call to action are
required to create an effective brochure to promote any product, service, or