Why Write Brochures? Detailed overview of products, services, options, and opportunities

Reasons to Create a Brochure Create awareness of a company, product, or service Create awareness of a company, product, or service Increase understanding of a product, service, or company mission Increase understanding of a product, service, or company mission Advertise new aspects about your company, product, or service Advertise new aspects about your company, product, or service Change negative attitudes Change negative attitudes

Reasons to Create a Brochure Show ways in which a company, product, or service surpasses the competition Show ways in which a company, product, or service surpasses the competition Increase frequency of use, visit, or purchase Increase frequency of use, visit, or purchase Increase market share Increase market share

Criteria for Writing Brochures More detailed than a flier More detailed than a flier Less developed than a newsletter Less developed than a newsletter Topic and amount of information will determine the size Topic and amount of information will determine the size

Criteria for Writing Brochures Title Page (Front Panel ) Title Page (Front Panel ) Topic (product name, service, location, subject)Topic (product name, service, location, subject) Graphic (visual representation)Graphic (visual representation) Contact Information (address, phone, , fax)Contact Information (address, phone, , fax)

Criteria for Writing Brochures Back Panel (may accomplish any of the following goals) Back Panel (may accomplish any of the following goals) Conclusion (restate the highlights or suggest a next step)Conclusion (restate the highlights or suggest a next step) Mailing (address, stamp/paid postage, reader’s address)Mailing (address, stamp/paid postage, reader’s address) Coupons (incentive to visit; discounts/complimentary tickets)Coupons (incentive to visit; discounts/complimentary tickets) Location (address, hours of operation, phone numbers, e- mail, map)Location (address, hours of operation, phone numbers, e- mail, map)

Criteria for Writing Brochures Body Panels (Fold-in and Inside) Body Panels (Fold-in and Inside) Provide headings and subheadingsProvide headings and subheadings Navigational tools Navigational tools Consistent font type and size Consistent font type and size First level headings should be larger and more emphatic than second level headings)First level headings should be larger and more emphatic than second level headings) Parallel to each other grammaticallyParallel to each other grammatically Use graphicsUse graphics Vary page layout, add visual appeal, enhance text Vary page layout, add visual appeal, enhance text Develop ideasDevelop ideas Answer reporter’s questions Answer reporter’s questions

Criteria for Writing Brochures Document Design Document Design Use three or so different highlight techniquesUse three or so different highlight techniques Limit sentence length to wordsLimit sentence length to words Limit paragraph length to 4-6 linesLimit paragraph length to 4-6 lines Use white spaceUse white space Indent and itemize informationIndent and itemize information Use color for interest, variety, and emphasisUse color for interest, variety, and emphasis Bullet key pointsBullet key points Boldface or underline key ideasBoldface or underline key ideas

Criteria for Writing Brochures Document Design Document Design For variety and visual appeal, let text and graphics overlap two or more of the panels.For variety and visual appeal, let text and graphics overlap two or more of the panels. Place graphics at angles (occasionally) or alternate their placement at either the center, right, or left margin of the panel.Place graphics at angles (occasionally) or alternate their placement at either the center, right, or left margin of the panel.

Criteria for Writing Brochures Audience Recognition and Involvement Audience Recognition and Involvement Define any terminology, abbreviations, or acronyms that cause confusionDefine any terminology, abbreviations, or acronyms that cause confusion Personalize through pronoun usage and contractionsPersonalize through pronoun usage and contractions Accuracy Accuracy ProofreadProofread No mistakesNo mistakes