How to Word a Brochure

Brochures should capture the reader's attention.

Brochures are used by organizations as a form of advertising and are designed to offer useful information in as few words as possible. Brochures are easily created using a template offered with many computer programs. When determining the correct words to use on a brochure, an organization begins with a main theme and must decide what are the most effective words and information to convey to its target audience.

Instructions

1. Determine the theme. Organizations use brochures for many purposes, including telling something about the company, focusing on an event or promoting a program it is offering or sponsoring. Once the theme is determined, finding the right words to use is slightly easier. When choosing the theme, focus on the customer and what the he wants to know about the organization.

2. Choose what messages you want to convey. It is best to write a brochure on a separate word file first, listing all points and messages you want the brochure to include. All of the information you list here will not be included in the brochure, but hopefully all of the main points will be.

3. Create the cover of the brochure. The cover of the brochure is created with the intention of getting the customer's attention. If the cover catches the eye of the customer, she is more likely to pick one up. Effective brochures are made up of both text and pictures. Brochures that are too wordy are often avoided by readers, or they may skip through the brochure, missing key points. For the cover, choose a captivating phrase and an image that will make the customer curious.

4. Narrow down what content will be included. With brochures, you have limited space and every inch of it must contain useful, important information. When narrowing down the list, begin by choosing the necessities and work your way down. Always keep the main theme of the brochure in mind when choosing the right information.

5. Use "bulleted" lists. This lists are easy to read for most people and are ideal for brochures. Mix in some graphics to catch the reader's eye and break up the copy. Focus the information on the benefits and advantages of your choosing your organization.

6. Invite the reader to do something. The best way to conclude a brochure is to offer an invitation to the customer, also referred to as a "call to action." This includes asking the customer to contact the organization for more information, or asking the customer to log on to the organization's website for a chance to win a prize.

References

• Small Town Marketing: How to Design & Write a Basic Brochure
• Power Home Biz: 12 Tips for Writing Better Brochures