Why Write Brochures?

1
Why Write Brochures?

• Detailed overview of products, services, options,
  and opportunities

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2
Reasons to Create a Brochure

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

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3
Reasons to Create a Brochure

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

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4
Criteria for Writing Brochures

• More detailed than a flier
• Less developed than a newsletter
• Topic and amount of information will determine
  the size

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5
Criteria for Writing Brochures

• Title Page (Front Panel)
• Topic (product name, service, location, subject)
• Graphic (visual representation)
• Contact Information (address, phone, email, fax)

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Criteria for Writing Brochures

• Back Panel (may accomplish any of the following
  goals)
• Conclusion (restate the highlights or suggest a
  next step)
• Mailing (address, stamp/paid postage, readers
  address)
• Coupons (incentive to visit discounts/complimenta
  ry tickets)
• Location (address, hours of operation, phone
  numbers, e-mail, map)

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7
Criteria for Writing Brochures

• Body Panels (Fold-in and Inside)
• Provide headings and subheadings
• Navigational tools
• Consistent font type and size
• First level headings should be larger and more
  emphatic than second level headings)
• Parallel to each other grammatically
• Use graphics
• Vary page layout, add visual appeal, enhance text
• Develop ideas
• Answer reporters questions

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8
Criteria for Writing Brochures

• Document Design
• Use three or so different highlight techniques
• Limit sentence length to 10-12 words
• Limit paragraph length to 4-6 lines
• Use white space
• Indent and itemize information
• Use color for interest, variety, and emphasis
• Bullet key points
• Boldface or underline key ideas

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Criteria for Writing Brochures

• Document Design
• 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.

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Criteria for Writing Brochures

• Audience Recognition and Involvement
• Define any terminology, abbreviations, or
  acronyms that cause confusion
• Personalize through pronoun usage and
  contractions
• Accuracy
• Proofread
• No mistakes

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