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 informaion. They should provoke
action. Brochures can be used:
1. To support a sales or marketing letter
Brochures Present a Creative Message
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
2. Develop your content
3. Give a call to action
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 the customer.
Avoid technical language unless it is necessary to describe product
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 service.
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.
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 cause.