Fill and Sign the Creating a Marketing Brochure Form

Creating a Marketing Brochure 1. Put your selling message on the cover. This is the most important rule of all and, curiously, one that is little followed. The cover of a brochure works like a headline of a print ad. Four out of five people never get beyond it. If you depend on the inside pages to make a sale, you are wasting a good bit of your money. 2. Develop a theme for your marketing plan and carry it throughout your ad campaign. 3. Use a single illustration on the cover. Research suggests that one large illustration is more effective than several small ones. Illustrations with story appeal that involve the reader add impact. 4. Select pictures that tell a story. The right photographs can often express your positioning better than words. 5. Always caption photographs. Next to the cover, captions are the best-read element of any brochure. 6. Don't be afraid of long copy. If people have bothered to write or express an interest in your brochure, they are prospects for the product or service you are selling. Tell them everything they need to know. 7. Spotlight the important facts. Remember that one of the most frequent criticisms of brochures in general is that they "do not give enough facts." 8. Use photo's instead of drawings. Research says that photographs increase recall 26% over drawings. Photographs suggest reality in the readers mind. 9. In many cases, the brochure is your product; the "salesperson" who represents you to the customer. Make it as good as your finances will allow. Basic Brochure Design: Where to Start 1. For nine out of ten businesses you will want to develop the copy (words) first. You only have a certain amount of space to tell your story. You can always select graphics and pictures that will re-enforce your message later on. 2. Write your copy from the customers point of view, not yours. It's not what the business wants to say, it's what the customer wants to know. 3. Once the copy is completed work on making it shorter and more descriptive. Paint descriptive word pictures wherever possible. A picture is retained in the mind much longer than mere words.