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Brochures: What Should They Contain?

Added: (Tue Oct 09 2001)

Pressbox (Press Release) - MAKE BROCHURES WORK FOR YOU
By Paul Tracy

Considering the money spent making brochures many such be better than they are. Brochures most often have two folds and generally fit in the typical business envelope.

Catch the reader's interest and get him or her to open up the brochure with a brief, motivating message on the cover. Ask an interesting or provocative question. A question creates tension in the reader's mind, as an answer is
called for. I sometimes see provocative messages that pertain to nothing in particular on brochure covers. The cover message should pertain to what is being sold, in order to motivate those interested in the product or
service.

Although not usually done, brochure content can be spread across the inside, not just confined to individual pages. Use graphics or large type for such cases. Small type is difficult to read across a brochure's folds.

Many brochures do not make enough use of subheads. Subheads should be in relatively large print. They are a good way of communicating the brochure's points quickly. Use short paragraphs comprised of short sentences. Readers want information quickly and are put off by long, dense paragraphs.

Bulleted lists are a good technique to communicate important points at the beginning. A question and answer format can also work well.

Regardless of the technique, emphasize benefits and the features associated with them. Emphasize any uniqueness your product or company offers. Provide testimonials from satisfied clients or customers. Spell out acronyms and
avoid abbreviations that are not widely known. Boxed information can be used to set off particular points and break up information into smaller pieces. Include an offer, the action you want the reader to take, and your contact information. Make sure they are easy to find on the brochure.

If you offer a service, tell why you are the one who ought to be hired. If your clients are businesses, list some of them. If, in your line of work, various philosophies or approaches are used, tell what yours is.

For products, tell why yours should be purchased. Talk about your excellent service, your guarantee.

When putting forth the money to make a brochure, achieving a superior result is well worthwhile.


Paul Tracy is a U.S.-based freelance copywriter of such materials as direct and Internet mail, brochures, and press releases.


(c) Paul Tracy. This article may be reproduced provided its author is acknowledged and notified.

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