How to Create a Great Brochure

How to Create a Great Brochure

So you have taken the advice from our blog Does Your Business Need A Brochure and have decided to create a brochure for your company. Now what? 

Start by Writing the Copy

While I may want the world to revolve around my designs... I know that for a brochure, the most important part is what it contains: the message. The brochure's copy is going to be the most important part.

Write it yourself and ask for a polish: No one knows your product or service better then you. Start with an outline of the things you’d like to get across in your brochure and write it yourself. Get all your thoughts down and then refine it from there. Go back again and again. Once you have something, there is no shame in passing it by friends, family, co-workers, or (preferably) a marketing professional, to give it a polish or a direction correction. This process will help you discover the exact purpose of your brochure, and help you focus on a clear and concise message.

Make short simple statements: Lets face it: people won’t read all of your copy. They will typically skim the headlines, no matter how hard you worked on it. For this reason, it's important to let your headlines tell the story. You can then fill in with additional helpful information – but remember to keep it short. You want them to have enough to still want more.

Put yourself in the reader's place: Figure out who your target audience is and write for them. What do they want to know? What will they understand? If you are marketing your product or service to the general public, you may not want to bog your brochure down with a lot of wordy technical information. However, if you are targeting trained professionals in a specific industry, you may want to include more "techie" details. In this situation, it's often better to put these details in an easy-to-read, at-a-glance chart or diagram. Remember: you are trying to keep it short.

Tell them what to do next: This is called the call to action – where you let them know where they can go for more detailed information or how to order your product or service. Direct them to a phone number, sales contact or webpage.

You are now ready to design

Make sure the design fits the message: Don’t do something different just for the sake of doing it. Make sure the design has purpose. We can enhance a brochure’s feel using such things as print treatments or paper choice, but these things should be used to enforce or strengthen the message – not just because you can. 

Also, think about how the design itself should look. A non-profit is not going to want their piece to look extremely expensive – it sends the wrong message. Conversely,  a luxury spa may need to their brochure to feel very upscale, in order to appeal to their desired clientele.

Don’t skimp on graphics: Your brochure is going to be skimmed through, so it needs to make an impression. Use quality images and graphics to complement your short, easy-to-follow headline statements.

Jan 03, 2014

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There are 1 comments for this entry. Leave a comment below »

I've been enjoying your blogs. You are all very sharing in your knowledge and experience. You might want to add that you should also hire you to get a truly great brochure.

Feb 11, 2014

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