Why Write Why Write Brochures?Brochures?

Detailed overview of products, Detailed overview of products, services, options, and services, options, and opportunitiesopportunities

Reasons to Create a Reasons to Create a BrochureBrochure

Create awareness of a Create awareness of a company, product, or company, product, or serviceservice

Increase understanding of a Increase understanding of a product, service, or product, service, or company missioncompany mission

Advertise new aspects Advertise new aspects about your company, about your company, product, or serviceproduct, or service

Change negative attitudesChange negative attitudes

Reasons to Create a BrochureReasons to Create a Brochure

Show ways in Show ways in which a company, which a company, product, or service product, or service surpasses the surpasses the competitioncompetition

Increase frequency Increase frequency of use, visit, or of use, visit, or purchasepurchase

Increase market Increase market shareshare

Criteria for Writing BrochuresCriteria for Writing Brochures

More detailed than More detailed than a fliera flier

Less developed Less developed than a newsletterthan a newsletter

Topic and amount Topic and amount of information will of information will determine the sizedetermine the size

Criteria for Writing BrochuresCriteria for Writing Brochures

Title Page (Front PanelTitle Page (Front Panel))

• TopicTopic (product name, (product name, service, location, subject)service, location, subject)

• GraphicGraphic (visual (visual representation)representation)

• Contact InformationContact Information (address, phone, email, fax)(address, phone, email, fax)

Criteria for Writing BrochuresCriteria for Writing Brochures

Back Panel (may accomplish any Back Panel (may accomplish any of the following goals)of the following goals)• ConclusionConclusion (restate the highlights (restate the highlights

or suggest a next step)or suggest a next step)• MailingMailing (address, stamp/paid (address, stamp/paid

postage, reader’s address)postage, reader’s address)• CouponsCoupons (incentive to visit; (incentive to visit;

discounts/complimentary tickets)discounts/complimentary tickets)• LocationLocation (address, hours of (address, hours of

operation, phone numbers, e-operation, phone numbers, e-mail, map)mail, map)

Criteria for Writing BrochuresCriteria for Writing Brochures Body PanelsBody Panels (Fold-in and Inside) (Fold-in and Inside)

• Provide headings and subheadingsProvide headings and subheadings Navigational toolsNavigational tools Consistent font type and size Consistent font type and size

• First level headings should be First level headings should be larger and more emphatic than larger and more emphatic than second level headings)second level headings)

• Parallel to each other Parallel to each other grammaticallygrammatically

• Use graphicsUse graphics Vary page layout, add visual appeal, Vary page layout, add visual appeal,

enhance textenhance text

• Develop ideasDevelop ideas Answer reporter’s questionsAnswer reporter’s questions

Criteria for Writing BrochuresCriteria for Writing Brochures

Document DesignDocument Design• Use three or so different highlight techniquesUse three or so different highlight techniques

• Limit sentence length to 10-12 wordsLimit sentence length to 10-12 words

• Limit paragraph length to 4-6 linesLimit paragraph length to 4-6 lines

• Use white spaceUse white space

• Indent and itemize informationIndent and itemize information

• Use color for interest, variety, and emphasisUse color for interest, variety, and emphasis

• Bullet key pointsBullet key points

• Boldface or underline key ideasBoldface or underline key ideas

Criteria for Writing BrochuresCriteria for Writing Brochures

Document DesignDocument Design• For variety and visual For variety and visual

appeal, let text and appeal, let text and graphics overlap two or graphics overlap two or more of the panels.more of the panels.

• Place graphics at Place graphics at angles (occasionally) or angles (occasionally) or alternate their alternate their placement at either the placement at either the center, right, or left center, right, or left margin of the panel.margin of the panel.

Criteria for Writing BrochuresCriteria for Writing Brochures

Audience Recognition and Audience Recognition and InvolvementInvolvement• Define any terminology, Define any terminology,

abbreviations, or acronyms that abbreviations, or acronyms that cause confusioncause confusion

• Personalize through pronoun Personalize through pronoun usage and contractionsusage and contractions

AccuracyAccuracy• ProofreadProofread• No mistakesNo mistakes