Flyers, Brochures, Bulletins, & Invitations SBM 338 Lanny Wilke

Flyers and Brochures: How They Differ Flyer – a single piece of paper Formats Two-page insert Four-page single fold Six-page accordion fold Six-page gatefold Eight-page double gatefold Eight-page accordion fold Eight-page two parallel folds Eight-page broadside

Brochure Booklet format

Procedures 1. Decide on the purpose of your promotion 2. Establish a time frame and remain within it 3. Establish and remain within a budget 4. Write and create the promotion 5. Produce and distribute the promotion

How much to include Always put more detail – whether hard data or a sales pitch – into your printed promotion than into your sales call. No way your readers can question your flyer or brochure. Give them everything they need to make them decide your way.

Using the Promotion Knowing how and by whom the piece you produce will be used is critical Will it contain “high” or “low” information? That is, must it generate a sale or produce a lead? Will it be mailed? Placed on the Internet?

Distributed by a sales staff? Included in packages? Posted on bulletin boards? Used at trade shows? All of these?

The Promotion Options Mailing Self-mailers (without envelopes) or mailed inside envelopes or other containers First class or bulk? Include a coupon or a reply form or request the recipient to write, call, or fax.

Use by the sales staff A visual aid? A leave-behind reminder? Enclosures Make sure the piece fits into the package. Is it the first thing you want seen or the last? How can you be certain it will be seen at all?

Distribution at trade shows If you use a “help yourself” literature bin, how much of the promotion piece will show? Will affect the design of the piece Internet Use Think multimedia

A Basic Design Concept The One-Third Guide For a one- or two-page piece, allow approximately 1/3 of the space as follows: Headlines and subheads, plus info about ordering or a coupon and your logo Illustrations, including charts and captions General copy – the “body” of the ad

Page size guideline 8 ½” x 11” (letter) or 8 ½” x 14” (legal) Both will fold into a standard No. 10 business envelope

Writing the Manuscript Audience is most likely to read your flyer or brochure in the following order: Headline and subheads Special offer if emphasized Illustrations and captions The body copy in any order that happens to interest them.

Checklist 1. Target audience 2. Purpose 3. Overall focus 4. Headline focus – the one big thing 5. Subhead focus – sell here if you can 6. Response What you hope the reader will do after reading the piece. Make the offer a major reason to get the product or service from you and to do it now.

7. Page size 8. Number of pages 9. Color 10. Paper stock 11. Distribution

Bulletins, Invitations, & Invitational Bulletins How to get your bulletin read Make the benefit obvious Present the benefit in the largest, boldest, easiest-to-see type Label everything Sketch a simple map Add a “Take One” as a reminder Give a destination phone number

Invitations Structure You are invited. Make it prominent and the first thing seen. The benefit Describe the event Date and time Location (also make it a benefit if possible)

Surprises (such as food) Mention food only if it’s free or, if it’s a long event, how it will be made available. Make it sound good, without overpromising Charges, if any If there is a fee, tell them what they will get for that fee.

Make accepting easy. Reply card Fax Phone