A brochure is a great piece of marketing material  that can be held, passed along, kept and stored, and that provides potential customers with something tangible in a digital world; and some of the language can even be re-purposed  for a web page. I cannot begin to think how many brochures I have created. They all have a different goals, messages, and feeling because they are designed for different clients or brands, but there are many commonalities. Here I hope to share some of the basics and my experiences.


Start with a clear purpose.

Write it down in order to not sway from this purpose as you get caught up in writing your brochure.

What is your goal? What would you like them to know and do upon reading your brochure?

Too many brochures tell a story and promote a product or service but have no closure and no Call To Action. Think of the CTA first and how they are to respond to this (go to your website? Mail something in? …). I know that it may appear that I am starting at the end, but I am not. Your Call to Action and purpose go hand in hand.


What do you want them to know?

So you have a purpose. Basically, you want them to buy or donate or respond; or join a membership; or sign up for an event or class…. (Call to action). But they will only do that if they understand the benefit to them.

What benefits are you offering?

Maybe by virtue of this product or service you are offering someone to be more wealthy, healthy, liked or respected. Maybe they will have the opportunity to impact their community or fellow men.  The fact that we know we have a great offering doesn’t mean others will fully understand it and embrace it. What’s In It For Me (WIIFM)? Entire campaigns have been developed based on Features, but here we are to clearly state the Benefits (e.g. You can finally enjoy a vacation knowing your pet is well taken care of)


But don’t just take my word for it. Here is why.

Here is where the features come in. The specs that tell them what they are buying and/or add a statement of quality or expectation. For example, a pet boarding place that has the benefits of peace of mind and freedom might offer this on account of webcams and 24/7 human presence  in the facility – a level of quality and expectations; a warranty is a feature too, and so is the amount of time a course will take to complete and the reputation of the presenters.


Your tribe agrees

Testimonials. Reviews. We want to know that this is used and proven. How many stars? How many reviews? Give it that last push towards the commitment


I get you, cause I’ve been there

Empathy. Sympathy. There is a problem and we relate. Maybe you thought you were alone in this need or emotion, but this brochure explains that you are not. Somebody gets you… and they are offering a solution.


In Summary

All of the above and answering these questions. There may be multiple answers so dig deeply into ensuring all are covered:

What is the offering

When is a response needed

Where does it happen/is a response required

Why is this relevant

How will it change/affect/benefit me

Who is this being written for? Is the language, graphics and presentation appropriate? Who endorses it?

How is the best way to present, get a response…


Next we will tackle “How to Design a Brochure.”

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