Brochure Basics: Tips and Troubleshooting A small business that wastes resources is sure to fail. If you're going to spend time and money creating a brochure, do your very best to make sure it will accomplish your goal. These tips might sound like common sense but if you pick up a dozen brochures, you're sure to find some that are not very appealing or effective. Consider how these points apply to your printed materials. TIP Put eye-catching graphics and attention getting copy on the front of your brochure. Use the cover to tease by introducing what the brochure is about. TIP Providing contact information on the front will encourage action by the reader. A phone number or website listed on the front will be viewed repeatedly while the brochure sits on the readers' desk or coffee table. TROUBLESHOOT First impressions are vital. Does yours grab attention? If the cover doesn't encourage people to pick up your brochure and open it, you won't get a chance to deliver your message. TIP The sequence of the content should be roughly similar to how you would verbally present it. Get attention, give an introduction, establish credibility, share information and invite action. TIP Check your content to ensure that it works together as a whole. Copy or diagrams collected from other literature might not make sense when taken out of context. TROUBLESHOOT A brochure is a representation of how you do business. Disorganized information, ineffective copy and a lack of flow in the presentation of your ideas will portray a negative image to the reader. TIP Use a balanced mix of graphic elements, point form text and paragraphs. Varying your reader's attention between quickly scanning and reading full sentences makes it more likely they will look at all of the content. TIP Be consistent in the way you present the information. If you use lists, put details in the same order for each listing. For an event, this might be date, time, place and price. The same principal applies to products, services and other types of lists. TROUBLESHOOT An error in one number is easy to overlook and can render your brochure useless or worse, cause confusion and cost you money. Triple check dates, times, prices, addresses and phone numbers. TIP Visual design counts for at least 50% of your message. Graphic elements should be a consistent style and not overbearing. Somewhere between boring and brash is an attractive balance that enhances your message. TIP Different font styles and sizes, bolding and italics tell the reader what information is important. Using 2 or 3 fonts will make it interesting to look at but not junky. Choose first for readability and second for how they add to the visual design of your brochure. TROUBLESHOOT Don't overdo it by using dividers, boxes and a variety of different shapes all in one brochure. A more subtle overall design will allow important features to pop out. TIP Subtle messages are carried through colour so choose wisely. Colours on your computer screen can look very different than what your printer produces so make sure the colours are accurate before printing a large quantity. Keep continuity with your other marketing materials. TIP The weight and texture of the paper you use impacts print quality as well as the sense of touch. Don't use cheap paper. The effort you put into creating a brochure will be very obvious to the reader. Attention to detail makes it evident that quality is important to you and that's a great message for any business to send. Want some help? Get in touch. Email Alison: macaliATamillionthings.com copyright 2007 Alison Macpherson