Tips for writing brochures
Nov 10, 2011
The reader is reading your brochure to solve their problem – not to find out about you.
- Write down the top ten questions potential clients ask. Include answers in your brochure.
- What keeps the reader awake at night? Explain how you can solve that problem and put an end to the insomnia.
- Put the most important facts (a list of key benefits, for example) where the reader is most likely to see them – this varies according to the size and type of brochure so ask your design agency.
- Use sub-headings to break up the text and to create a narrative for skim readers.
- Use pull quotes (sections of text placed in larger type face) to draw people's attention to your main messages and get them interested.
- Vary the length of your sentences. Read your work aloud to get a feel for the rhythm.
- Words are important. Visuals are important. White space is important.
- Show rather than tell that you have the expertise and skills to do the job; e.g. short case studies, soundbite sized testimonials, or facts and figures.
- Include something that will make people want to hang onto your brochure; a list of tips or indispensible facts for example.
- Don't forget the call to action. What do you want the reader to do when they've read it?