What am I meant to write in my brochure?

So, you want to get your info out to the world but need some sort of brochure of flyer to do it. Go you!

Buttttt, how do you know what the heck to put in your brochure!?

Before you can even think about design, you’ll first need to flesh out exactly what text you’ll need!

Tri-fold brochures (in Australia) are usually an A4 sheet of paper folded twice to create a nice little folded (DL sized) flyer (see below). There are many ways to fold them, but what we’re looking at today is the one I recommend and is the most common.

BrochureAnatomy-01.jpg

Today, we won’t be looking too hard into the technicalities of design but more the content and what is good practice of what should go where!

Stop. Waitaminute.

Before we start anything, you’ll need to work out the PURPOSE of your brochure.

If you are unclear on your purpose you’ll have a lot of trouble working out any of the next steps. So trust me, give this some thought first.

Think about:

  • WHO do you want reading your brochure? (And, what will they already know about you?)

  • WHERE will they come into contact with it? (Store, market stall, mailout, office, etc.)

  • WHAT do you want the outcome of people reading your brochure to be? (Booking, buying, awareness)

  • WHAT information do they need from you to be able to able to reach your above outcome?

The progression.

Now, the key to a great brochure is thinking about the progression of the reader. A tri-fold brochure has a very specific leading in terms of the direction it sends the reader and when they’ll come into contact with each piece of information.

  1. First impact: The cover, this is what they’ll see first - how they decide if they are interested in reading more (or not!).

  2. “Outer Flap” (see above illustration). This is often where the reader will look next. Here you’ll want to summarise what you do so they are encouraged to read more.

  3. “Inner left”. This is the first glimpse the reader will get to the juicy part of the brochure. This will swiftly be opened up to reveal “inner middle” and “inner flap”. It’s good to have all three of these parts working together as they’ll often be viewed as one -that’s why designers usually place different blocks of colour behind each panel to help differentiate between each.

  4. Finally, the back. (Though sometimes this can be the second element looked at!). Your reader will want more about you. How to actually get in contact and buy what you have to offer. They want the DETAILS!

So let’s go into some more detail ourselves.

  1. Let’s start at the front.

You’ll want to put 4 main things on here:

  1. Captivating imagery that represents your brand or the people you want the brochure to appeal to. Obviously, you could choose to be solely text-based too, but some sort of imagery, pattern, texture or photo is often helpful. The photo might be of you, the service you perform, the people you help, the product you sell or the location you’re at.

  2. A stand-out title. You’ll want to have a short and punchy title. Something around 1-5 words long that summarises in some way what you do (or what the brochure is about). Think about your target audience walking past a bunch of brochures in a shop…What title will grab them, resonate with them and make them think, “ooh, I want to find out more about that”?

  3. A sub-title. This one is often helpful…you can give yourself some space to expand on your title. You’ll still want to keep this pretty short but you could do up to a full sentence here.

  4. Your logo. Not huge - but something just to link people back with you and your brand!

*BONUS: Make sure your designer puts the key info in the top half of the front panel - this means that if the brochure is displayed in a stand (where the bottom half is often hidden) people can still catch a glimpse of what you have to offer.

2. That outer flap.

As we said, this is the next place your reader will go so it is a great place to do an overview or summary on what you are about.

As with ALL your text make sure it’s short and straight to the point. Think, quick sentences and dotpoints. Also be sure to leave room for white space and photos - we don’t want the reader to be overwhelmed with too much content in their face!

4. On the inside.

Here you have a LOT more room to play around with. This is those inner three panels you see once you’re brochure is opened all the way up.

On these panels you’ll want to expand on the goal of your brochure (I hope you didn’t miss that step above!). Give them all the info they might need to carry out that goal (whether that’s to book your service or buy your product). Expand on what you have to offer and why it’s so great. Feel free to introduce yourself/your business here too (if you haven’t already on the “outer flap”).

Keep in mind that this section is split into three panels so use this to your advantage. People are more likely to read shorter, punchier pieces of text so split your content into 3 or more sections (if you have more than 3 make sure the sections are small enough that 2 could fit into one panel together!).

4. The finale!

That amazing back panel! Why’s it amazing - coz it means you’re nearly done!

Here you’ll want to give a call to action and any info your reader will need to get in touch (and stay in touch with you).

Some of the classics are:

  • Your logo (again), but not too big.

  • Your contact info: email, phone, address -whatever is relevant!

  • Your social media: Icons will usually do (not the whole handle).

  • A map (if you have a brick and mortar location).

  • A quote, punchy sentence or call to action. Think about the last message you want your reader to remember about you!

And that’s all there is to it! Write all of this out clearly in a document first. Proof it, edit it, and get someone else to have a quick read too.

I don’t recommend going over 2 pages of text, as you’ll want to leave room for any images and white space.

Once you’re done you can send it off to your designer or get to work designing it yourself!

Good luck! And happy promoting!

Jacqui NauntonComment