These days people tend to focus on the web – and if you read the preceding blogs you’ll already have some ideas about creating copy for your website, but what about a hard copy brochure?
The main purpose of a brochure is to put information about your organisation into your potential clients’ hands. Your brochure will have similar information in it to what is on your website, but you’ll need to think about how it is presented.
Always consider how people handle the document you are giving them, where are they looking? When you know that you’ll be able to place your key messages in the right places.
If it’s in a book style presentation, the pages will need to be in the right order to lead people through the information in way that will keep them engaged. Most of us read the right hand page before the left – that’s why newspapers put the second lead story on page 3, not page 2. It’s why it costs more to place a magazine advert on the right hand page.
Think about what your core messages are and where the best place is to put them. If your first page says ‘Introduction’ will that engage your reader or will they skip that bit?
If your brochure consists of a folder with a selection of loose sheets, consider what copy will appear on the folder itself and what order the sheets will be organised to provide the most appealing presentation and encourage the recipient to read them.
The folder itself offers opportunities to engage your reader even before they pull the sheets out – how will you do that? Where will that critical message go?
There are other types of brochure, but these are the most common. Your designer will work with you to help you create something that will make an impact – but don’t abdicate all responsibility to them; it’s your brochure, make sure it works.
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