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How to Write a Better Brochure by Brian Konradt

Most corporate brochures are already good, but they can be made even better.  Since they represent the dynamism of a company and its people, they have to change with the times and find a new direction.

With a little bit of tweaking, you too can redirect a brochure.  A step at a time, you can make it more dynamic!

Step 1: Identify your audience.

Since a brochure is geo-targeted at a specific audience, you simply have to know them better.  For example, if you’re creating a corporate brochure, you’ll be writing for both current stockholders and potential investors.

Aside from knowing your audience, it also helps to identify with them.  Like you, what are their major concerns?  What features do they look for in products and services?  Which offers would interest them?

Step 2: Focus on the benefits.

Although you’d like to keep rambling on and on about how great your company’s visions are, refocus on the reader.  Understand that most readers are more interested in how these visions actually benefit them in terms of real savings on time, effort, and money.

Step 3: Assess your content.

Many writers make the mistake of filling up their brochures with too much word count, hoping it will be convincing enough to translate into real sales and income.  Most of the time, these extra words you’ve invested don’t necessarily pay off.

To write a better brochure, it pays to realize that the eyes need some white space every now and then.  It provides rests between topics.

Also, visual imagery can be just as effective.  To entertain a tired and bored imagination, you’ve got to integrate photos and graphics into your writing style.  Never a waste of space, it adds color and variety to content.

Step 4: Re-evaluate your presentation.

In line with Step 3, re-read your brochure.  Make an honest self-assessment on just how interesting and informative it is.  By information, we mean quality as much as quantity.

To improve on quality, you may have to edit and rewrite your content.  For instance, there’s much improvement when you highlight your major selling points into bulleted lists.

Step 5: Rethink your format.

Since we’re into variety and quality, be prepared to change the style by which your paper is cut and folded.  Come to think of it, better now than when you’re about to print, publish, and multiply copies.

At present, most brochures follow the usual tri-fold format.  However, if your content is minimal, you may also opt for a rack card style.  So instead of a legal-sized paper being folded into three, you end up with a short- or legal-sized bond being cut into three or four, respectively.  For any publisher, this can generate a lot of savings.

Step 6: Use templates.

Speaking of publishing, there’s much to gain from learning to use design software like Microsoft Publisher.  With easy-to-add solutions for better format, font style, and page design, it enables you to create a brochure that looks professional.  All you have to know is how and when to use its many different templates.

Step 7: Finalize your cover.

The final tweak would be on a brochure’s front and back covers.  They have to be representative of what’s inside.  In that way, you create one consistent whole.  And when you do, then you’ve managed to make your brochure even better!