An effective brochure must draw readers in and make them accessible to your pitch. The information must be lively enough to hold their attention and persuasive enough to make your case without reading like hyperbole. It also must contain the data they need (including price, feature benefits and other extras) to make the decision you want.
Instructions
The Copy
1. Create a detailed plan for the brochure. List specific goals and objectives with ideas as to how each one is to be achieved. Assume the position of the consumer.
2. Understand the audience to whom the brochure is directed. Think about all demographic aspects of the target audience, including age, gender, level of education, annual income and lifestyle.
3. Educate the reader by providing new, interesting information in a clear, concise manner. Use language and a style geared to the target audience and level of education. Create headlines that provide information.
4. Appeal to the brochure reader on an emotional level. Use a provocative question or statement of benefit to attract attention. Relate to the reader and convey shared sense of interest or concern to motivate the reader to take action.
The Design
5. Consider the target audience when designing the brochure. Remember that "form follows function" and create a brochure that communicates, not only in terms of copy, but by way of design.
6. Use a two-fold or three-fold brochure, depending on the amount of information. Allow enough space to use an easy-to-read font with ample margin space around each panel. Use a consistent format on each panel.
7. Limit the background to one or two colors and one highlight color. Choose colors that convey the message of the brochure. Consult books on color and ask a printer for advice.
8. Opt for a sans-serif font like Arial, which is easier to read. Use a 10 to 12-point font for all copy and a slightly larger font for headings and titles. Limit the brochure to two fonts, using a second one only as necessary, and use bold and italics sparingly.
9. Make sure that graphics, photos, artwork and "dingbats" are clear, legible and make sense. Resist the temptation to sprinkle artwork or graphics throughout the brochure to make up for a lack of substantial copy.
10. Set up the brochure so that it flows well from panel to panel. Experiment with different panel arrangements to determine which one works best.
11. Include a tear-off registration form that doesn't take with it important information about dates, locations or contacts. Set up a tear-off on the backside of the address panel in a mailed brochure.
