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Brochures are a great marketing tool, a document that provides potential customers with tangible products in the digital world. A striking color brochure with beautiful images and persuasive words can get your product off the shelf. Publications serve many purposes: introduce your company to prospective customers, describe your products in more detail, and offer samples to attract customers. By creating a brochure with concise and attractive content from text to images, you will boost sales and attract customers.
Steps
Narrow the topic
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Go to specific topics. A brochure is a tangible and useful marketing material whose ultimate aim is to help you make a sale. Unlike the website, the brochure is limited in size so it cannot provide much information. When writing a brochure, you need to go into the specifics of the product. [1] X Research Source
- Do not try to cover too many topics in one publication. Although a brochure can advertise a whole range of products, it is often better to divide it into several sheets. You should create a separate brochure for each product or service.
- For example, if your company specializes in interior decoration of rooms in the house such as kitchen, bathroom, living room, your brochure will be more effective if it is dedicated to just one of these rooms. there.
- Instead of posting lots of rambling information, you need to focus on one topic. Maybe you have to write a brochure just for the kitchen. Focus on a specific room to be able to describe in detail, from the tile pattern to the color of the drawer handles.
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Put yourself in the shoes of the reader. Let’s say you’ve just flipped through your brochure. As you look at the front of the brochure, ask yourself what you want to see inside. Record and answer the questions. You can use these answers in the brochure.
- Define your target audience. You need to think about where people will go and get the brochure. Who will be the people reading your brochure? Are you writing a brochure for an individual client looking for a product or service? Or are you targeting a group of investors and board members?
- The tone, style, and even the information provided in the brochure will vary depending on the audience.
- If you are advertising a custom kitchen design service, the tone of the brochure should be light and cheerful and provide information related to lifestyle. More description of different materials and designs. Focus on how customers feel when reading product descriptions. The content of the brochure needs to present the benefits that you can provide to the customer.
- If your audience is businesses or in a business-to-business environment, you may need to include specific data and numbers. Focus on information that shows investors or other businesses how your product has a positive financial impact.
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Emphasize the benefits of the product. Instead of just providing general information about the basic features of the product, you need to focus on a specific topic to go into detail. Features are only descriptive, benefits show how customers will benefit from your product or service. [2] X Research Source
- Consider pointing out frequently asked questions that you already know and providing answers.
- Brochures are a product that people will take away, so you need to provide all relevant information quickly and effectively. Publications also act as a kind of salesperson.
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Remove any irrelevant information. A brochure cannot contain everything you want to say. Because space is limited, it’s important to remember that not all information is necessary. Please exclude information that has no direct impact on key products and services.
- Removing unnecessary information does not mean removing essential advertising content. It’s still a good idea to include your company’s logo or image, an introduction to the company, and leave a space for more information and contact person.
- For example, when writing a brochure to design a kitchen, you do not need to include information about the possibility of designing other rooms. Maybe you should just talk about this in the company introduction. Don’t waste the space of the brochure on the details of other rooms.
Layout design
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Choose the layout of the brochure. Brochures come in a variety of styles and layouts, the most common being the tri-fold brochure style. However, you are free to choose a different layout depending on the information you want to provide. [3] X Research Sources
- Once you’ve narrowed down your topic, you can start designing your brochure. Calculate how many sections to include in the brochure. Make a list of key points to determine how much space you need.
- A typical tri-fold brochure is a horizontal piece of paper divided into six sections. Sections 2, 3 and 4 are the internals and contain the most important information. Part 2 is the inside of the cover and usually contains extensive information with questions and answers. This information convinces the reader that the product will solve their problems. Parts 3 and 4 often expand and go deeper. These sections explain the information, assuring the reader that the solution for them is in the brochure. [4] X Research Sources
- Part 1 is the cover of the brochure. This section has the effect of attracting the reader to take the brochure. The cover of the flyer often features images that evoke positive emotions. The purpose of the cover is to urge the reader to open the brochure. The cover should also have a line or two that promise the reader their benefits.
- Section 5 is the final piece and usually contains information about certificates and coupons.
- Section 6 is in the middle of the back of the third piece, usually with contact information such as phone number, website, and diagram.
- There are many types of brochure folding. [5] X Research Sources Some brochures come in the form of books or pamphlets. Some come with separate sheets inserted. Don’t just think of a tri-fold brochure. Regardless of the design, the arrangement of information on the brochure is still important. The cover is used to describe the lifestyle that the product or service advertised in the borochure can bring to the customer. The following pages contain responses and offers. The final sections deal with incentives to incentivize customers and contact information.
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Take advantage of the space of the brochure. Regardless of the form or layout of your brochure, you still need to make the most of the space. This also means you have to find a balance between visual text.
- While text provides readers with valuable information, you don’t want to fill pages or sections with blocks of text. No one will want to read your flyer if it’s all text. This is where pictures and charts come in handy.
- Don’t shrink the font size to make room. If you can’t encapsulate what needs to be said in one page or part of a brochure, you are saying too much.
- Pictures and charts are a great visual way to provide useful information. You can also add a few lines to explain the image or chart.
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Captivate the reader with the cover. The cover page is what makes the reader want to pick up the brochure. An eye-catching graphic or chart is more effective than a block of text.
- Use images to showcase the product or service you are offering.
- Describe people enjoying your products and services. Besides beautiful photos, you should insert text to speak directly to the reader. Ask a question or statement about the desired benefit.
- A brief statement with your company’s message and a line or two on the cover will give the reader enough information to pick up your brochure, while also creating a bit of mystery to entice them to turn. next page or section.
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Break down information into chunks. In the following pages, use headings to break up long paragraphs. Brochures have limited space, and you shouldn’t let blocks of text take up the entire page.
- Readers will get bored when looking at a page with too many words. Instead of writing lengthy paragraphs, you should use concise lines and short sentences.
- Numbered or bulleted lists separate paragraphs and make information easier to understand and attract the reader’s attention. [6] X Research Sources
- Use bold headings to separate sections and divide the brochure. Each section will include a different type of information and content. If home appliances were mentioned in one section of your kitchen brochure, you should move on to another section to showcase other products, such as lighting or kitchen cabinets. Splitting the brochure into sections will help the reader divide the information into sections. Separating sections keep the information coherent and keep the reader interested without being overwhelmed.
Write content
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Present directly to the reader. Call your readers “friends” to establish a relationship with them. Intimate words will help create a bond between you and your client. [7] X Research Sources
- When you speak directly to your readers like a knowledgeable person, you will keep the prospect’s interest.
- You should start and end your brochure by mentioning the customer. Before getting into the main part of your product’s excellent quality, it’s a good idea to entice customers by answering questions and overcoming possible objections.
- Focus on providing information about product characteristics through their benefits. Cite facts or research works.
- Focus on answering questions about the customer’s benefits to using your product or service.
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Write content that attracts readers. Your aim is to maintain the interest and attention of the reader. You need to tailor your content to the audience you are hoping to engage with your brochure.
- If the purpose of the brochure is to find potential customers, include information about the company that the prospect does not know. Briefly introduce your company’s history and why your company is different and more effective than the competition.
- However, if your brochure is aimed at customers who already know about your company, don’t bore them with information that might make them stop reading.
- Write content that matches the purpose of the brochure but also needs to be brief so as not to distract the reader. [8] X Research source .
- The content of the brochure should emphasize the benefits of the product, not just its features. Instead of just presenting the product, put a lifestyle in it, showing how it will benefit the customer’s life. You can do this with images and text that depict people enjoying your product. Explain why your current customers are satisfied.
- Get rid of any dry specs. The person reading the brochure doesn’t need to know at once about every little detail of how you built the kitchen. They will just want to know how your top-notch design and craftsmanship will produce reliable products and the right setting.
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Cite authentic examples. Quote the reviews of satisfied customers and include them in the brochure, remembering to include the full name of the customer and any other relevant information so that the claim is genuine.
- Testimonials are a great way to keep potential customers reading your ad, while also reinforcing the lifestyle and solutions you’re promising in your brochure.
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End the brochure with a call to action. Lead the reader to the next step.
- You can do this by inviting your readers to visit your showroom or by calling your office to set up an appointment.
- Try to come up with an emotional call to action. Again, consider using words and images to evoke emotion. People are more likely to take action if you can create empathy. If your brochure is about the kitchen, use an image of a happy family gathering around the dining table in a beautiful kitchen. Next, in your call to action, invite your readers to contact you for a kitchen that makes every family night as perfect as the photo.
Advice
- Avoid industry jargon or trending words. These phrases will reduce the credibility of the advertisement.
- Talk to each customer. You need to create a personalized experience for your customers.
- Write short and concise content.
- Use images to create a positive feeling for the reader.
- Maintain a consistent tone and present it to the reader in an informed manner. However, don’t be dry or too realistic. Brochures are also a kind of story-telling.
- Always use persuasive language when writing brochures; otherwise, your flyer will look a bit tedious.
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wikiHow is a “wiki” site, which means that many of the articles here are written by multiple authors. To create this article, 38 people, some of whom are anonymous, have edited and improved the article over time.
There are 8 references cited in this article that you can see at the bottom of the page.
This article has been viewed 5,634 times.
Brochures are a great marketing tool, a document that provides potential customers with tangible products in the digital world. A striking color brochure with beautiful images and persuasive words can get your product off the shelf. Publications serve many purposes: introduce your company to prospective customers, describe your products in more detail, and offer samples to attract customers. By creating a brochure with concise and attractive content from text to images, you will boost sales and attract customers.
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