How to Write a Brochure

Brochures are one of the most popular marketing tools to help organizations quickly draw the attention of prospective customers. Brochures can be distributed manually, via mail or email, or placed in brochure racks. Usually, brochures are printed on a single tri-fold sheet of thick glossy paper, and include pictures, photos and other graphics.

Steps for Writing a Brochure

  1. Determine the audience at which your message will be aimed. Your brochure may be directed toward specific groups, such as potential clients, funders, the media, or a broad audience.
  2. Decide on the purpose of your brochure: persuading, informing, entertaining, etc.
  3. Think about the message that you want to convey to your readers. Since a brochure format sets a strict limit to the amount of printed information, you must choose carefully among the facts, pictures and other data that you want to include.
  4. Write the text for your brochure. Try to be concise and accurate. The text should be written in short sentences with positive language and active voice.
  5. Decide on what graphics you are going to use to enhance the brochure. Colorful, bright paper attracts attention and is more interesting to read. On the other hand, too many pictures or colors can distract your readers from perceiving your message, or simply make the brochure look too flashy.
  6. Add a call to action at the end of your brochure. You can ask your readers to make a phone call, visit a website for more details, or purchase a sample of your product.
  7. Proofread and edit the brochure. Check to see if you can supersede some elements with others, or where you can use more precise words or more expressive pictures.

Topic Selection

Commonly, a brochure is a sales piece that is designed to promote a certain product or service and to provide potential customers with information. However, brochures can also be written for many other occasions. The most common purposes for brochures are listed below:

  • answering frequently-asked-questions
  • offering brief “how-to” information
  • showing pros or cons
  • explaining a procedure to a reader
  • giving potential clients an entire overview of a company’s portfolio
  • encouraging a client to purchase a particular product instead of another

Key Points to Consider

  1. Pay attention to how the cover of your brochure looks and what information it contains. The cover is one of the key elements of the brochure, since it must motivate the potential client to look inside and read further. Therefore, placing an intriguing idea, as well as catchy photos and colors on the cover will help to attract prospective customers.
  2. Brochures don’t necessarily need to be of a standard shape. Actually, you are free to experiment with different shapes and designs to find a solution that matches the goal that you are pursuing. For example, if you sell tour packages, why not make your brochure look like a plane, or a suitcase plastered with stickers?
  3. The use of testimonials in the brochure can increase its credibility in the readers’ eyes. A testimonial is a quote from a satisfied customer. Specify the client’s full name, job position, state and the city of residence: otherwise, the testimonial may seem fake.
  4. Brochures add credibility to your company. People tend to believe that if a company produces printed materials, it is more trustworthy.

Do and Don’t

Do

  • Do write in short sentences. The format of a brochure doesn’t allow you to be verbose.
  • Do use bulleted lists, when possible.
  • Do try to make your brochure as helpful as possible.
  • Do leave some space, free from any text or graphics in your brochure. This is called “white space” and according to numerous researches, it helps readers separate important points in the brochure by giving their eyes so-called momentary breaks.
  • Do only use quality paper. In most cases, glossy thick paper works best, although there can be exceptions.
  • Do keep it relatively simple. Using too many fonts and bold lettering, tilt, and color will make your brochure look unprofessional.
Don’t

  • Don’t create a complicated design. In most cases, a simple design is more efficient, and easier to perceive. Include only graphical and textual information that directly refers to what you are selling.
  • Don’t write in passive voice. Active voice sounds more vivid, which attracts customers. For example, compare these two sentences: “The following services are available through The Company,” and “The Company offers you the following services.”
  • Don’t combine colors just because you like them. They can be bright and rich but totally inappropriate together. One of the best options is to use colors that are complimentary or even the same as on your company’s logo.
  • Don’t try to cram all the information you can onto a single sheet of paper.
  • Don’t make your brochure too thick. It won’t make it look more solid–instead, it will chase customers away. Also, the brochure must be easy to carry, so don’t use heavy stock.
  • Don’t forget to add contact information at the end of the brochure.

Common Mistakes When Writing a Brochure

- Printing a black and white brochure simply because it is cheaper. A black and white design can be a significant feature of your brand or corporate identity, but if you refuse to use colors just to save money, it may make your company look amateurish.

- Ignoring the importance of the “white space.” Spaces free from information make readers’ eyes rest, and spaces also make the brochure more pleasant to read.

- Including too much information or too many design elements.

- Using stock images. Your brochure should be unique and use custom illustrations, not generic ones.

Check out our brochure sample here.

How to Write a Brochure
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