CH 8: Brochures (pp )

Types of Brochures Trifold Actually two folds and three panels (we will use). Half-fold 8 ½ x 11 folded in half. Can have many pages. Full-page Others: Brochures can be any size, any number of pages.

Brochures Should... 1) Provide information. - what the product is - what it can do for them - how the product works - why people should buy it - how they can order 2) Persuade. - It’s a sales tool, not an instructional manual - translates facts and features into benefits - reasons why customer should buy product. 3) Sell. (Sell, not just tell)

Trifold Nonstandard:

Trifold Standard:

11 Brochure Writing Tips ( See pp ) 1) Know where the brochure fits in buying process: This defines your goal. (This will be on our test.) Leave-behind: complete description of product/benefits Point-of-Sale: Catchy, bright colors, attract pick-ups Responding to Inquiries: facts and sales points With Direct Mail: Letter sells, brochure adds facts Sales Support Tool: Big illustration, bold headlines, sales pitch 2) Stand-alone or supported by other materials? Know those materials. 3) Know your audience and what they’re looking for in the brochure (history? Not for car but maybe for accupuncture? Etc.) 4) Strong sales message on the cover. “Now You Can Enroll in the AARP Plan of Group Hispital Insurance—Designed to Pay Expenses Your Other Insurance Does Not Cover”

Writing Tips Cont. 5) Give Complete Information—It’s an info medium The reader wants to know. Lots of text is O.K. 6) Organize your selling points. Dictated by what the reader wants to know (see checklist we’ll go over in this presentation) Think about Q and A, numbers, etc. 7) Divide Brochure Intro Short, Easy-to-read sections Make it “scannable” with clear subheadings. 8) Use hard-working visuals (and photos w/captions): Show product in action, people when possible, photos when you can. (examples p. 70 bottom) 9) Call to Action: Find the next step in the buying process and tell your reader to take it. Enroll? Order? Visit? Call? Test drive? 10) Remember the obvious (logo, contact info, credit cards accepted, guarantees, free stuff, store hrs) 11) Make the brochure worth keeping. Examples: SGI brochure w/ software info, map of Vegas, etc.

How to Organize Your Brochure Brochures about a product Appropriate for product that requires multiple steps in buying process (e.g., computers, vacations, insurance, cars, seminars, real estate, etc. Brochures about a service Describes services, benefits, people involved, testimonials, etc. Brochures about a company Includes corporate philosophy, company history, sales, products, etc.

Info to Include in Brochure About a Service 1) Services: Describe services offered (sometimes on inside flap) 2) Benefits: Describe what the reader will gain by the services 3) Methodology: How services are delivered, how company conducts business with its clients. 4) Client list (if relevant) 5) Statements and endorsements from select clients (usually quotes) 6) Biographical Info: capsule bios highlighting credentials of key employees. 7) Fees and terms (only if appropriate to point in buying process—otherwise, leave this for the salesperson) 8) Next Step: Instructions on what to do next. Example: Day Spa

MS Word Brochure Template File>New>Template>Publications>Brochure

Side 1 Inside flap, back panel front panel Lists, bullets contact info, maps image, logo at top, headline below

Front Panel Examples: Company name top when it has to fit into standard brochure holders. Exception: Different holders and Distribution. Example: Bank brochures

Side 1 Inside spread

Questions? Introduce Assignment