Transcript What goes into a brochure?

What goes into a good
brochure?
Three parts of a good brochure
Introduction
A brochure is designed to move your
audience through three stages
– Gain the persons attention
– Sell the benefits to this person
– Explain more about the details to this
person
Gain attention
• Keep the cover simple. The best chance
of grabbing attention is to use one
compelling idea to draw them in.
• You could use a benefit-oriented
headline, or a bold image, or a
combination of the two.
• If the cover doesn't stir up some
genuine interest, then no one will read
your brochure
Gain attention
• Stop trying to do too much on the front
cover.
• All you need the cover is one clean,
clear concept that attracts the user and
introduces the material that's about to
follow.
Sell the benefits
• The next stage is of your brochure is to
sell the benefits of the product, service,
or idea.
• This is the place to include the following
– A list of features
– An argument supporting the importance of
these feature
– A photograph shows the result of using
what you are selling
Explain more about the details
• The reader has taken the brochure and
has opened it. Now you have his
attention.
• This is the place where you can
– answer the most-asked questions,
– present testimonials from people who
reccomend you
– summarize your products or services.
Explain more about the details
• Use subheading. They're a great way to
break up the writing and give the reader
a chance to see where you're headed.
• A subheading can make an statement,
ask a question, be playful or serious as
the situation requires.
Explain more about the details
• Use a box for added impact. Everything
doesn't have to flow in long columns of
type.
• Drop some important information into a
one-point fine-ruled box. It gives the
piece some extra visual interest.
Explain more about the details
• Use the back page to provide a one or
two final details.
• You could do the following
– Add your logo
– Add the name of your organization,
– List some options for getting in touch —
your phone and fax numbers, e-mail and
street addresses and web URL
Conclusion
• A good brochure does these three
things
– It grabs attention
– It sells the benefits
– It sells the details
The End
Go onto the Storyboard