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Businesses rely on brochures as their front line in communicating
their products or services. Yet according to Shannon Cherry, APR,
many find them not as successful because they underestimate the
skills and resources necessary to publish attractive and
effective materials.
“Most people forget a brochure is important because it represents
you to the world and reflects your image,” says Cherry, president
of Cherry Communications, a public relations and marketing firm
that helps businesses, entrepreneurs and nonprofit organizations
be heard.
“But the best brochures do more than impress,” she says.
“Effective copy and design can intrigue, inform, convince and
capture customer business just as an effective salesperson does.
Brochure effectiveness is linked to an audience-appropriate
marketing strategy that drives the design process.”
Cherry shares the following top ten list of hints can help your
brochure put its best foot forward:
1. Keep headlines short. According to studies, headlines with
fewer than ten words get more readership.
2. Focus your headline on your target audience. Show a picture
of your target group and make sure the headline has the
groups description in it. For example: If you are targeting
moms, uses a headline like, “Moms Know Best.”
3. Keep text lines at a comfortable length. Body copy lines
should never be shorter than the font size or longer than
double the font size.
4. Keep paragraphs - especially lead paragraphs - short. Perhaps
even one sentence.
5. Use graphical dingbats including bullets, hyphens, and
asterisks, to break up text.
6. Use captions to draw the reader in. Next to the cover,
captions are the most read items in a brochure.
7. Set captions in a different style.
8. Avoid typographic overkill by using too many CAPS, italics
and bolds.
9. Stick to no more than three different fonts in a brochure.
10. If you use photos with people in them, make sure their heads
are at least the size of a dime.
Writer's Resource Box:
About the author: Shannon Cherry, APR, MA helps businesses,
entrepreneurs and nonprofit organizations to be heard. She’s a
marketing communications and public relations expert with more
than 15 years experience and the owner of Cherry Communications.
Subscribe today for Be Heard! a FREE biweekly ezine and get the
FREE special report: "Get Set For Success: Creative, Low-Cost
Marketing Tips to Help You be Heard." Go to:
http://www.cherrycommunications.com
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Stand out from the crowds. Educate your prospects and they will turn to you for more knowledge. When they turn to you for more, they will visit your website. It is up to your website copy to sell your products, NOT your article. Provide great information and at your website, address how the prospect will benefit from what you are offering. Using these things in conjuction will help your cash register to ring.
