Small Business Resource
Power Point Series
Getting the most from
Brochures
A Quality Product
How your brochures look makes a strong
statement about your company. You therefore
need to use good quality paper, clear and engaging
photos, and interesting text.
All this makes for an expensive product, so
consider the following rules to ensure maximum
effect.
Concentrate On Your Customers
Focus your brochure on a specific group of
people, specifically those who will be most likely
to purchase your product or service.
If you are selling fishing equipment, put a picture
of a fisherman on the cover, and include the
word ‘fishing’ in the headline. This will get the
interest of your targeted group and avoid
wasting the brochure on uninterested readers.
Pictures
Photos or pictures catch the eye, but be careful
not to use too many, or your brochure will look
muddled.
On the cover use only one large picture or photo,
this is much more effective at generating interest
than several smaller pictures.
Everyone reads captions, so put one under every
picture!
Remember Me!
Put your captions in a different font, in italics and
slightly smaller than the main text to improve
readability.
What specifically do you want your customer to
remember from your brochure? Try putting this
text in quotation marks, it’ll make it stand out
and be more memorable.
Show Your Product At Work
A photo of your product in use will be more
effective than the product sitting boringly on a
shelf by itself!
Showing a person hauling a huge fish out of the
river using your brilliant new rod will inspire
your customers, and increase their desire to buy.
Make It Easy To Read
Use a font that is easy on the eyes and big enough
to read. 12-point is the standard size for print,
and the main text in your brochure should not be
any smaller than this.
If your customer has to strain to read your
brochure they will soon lose interest!
Headlines
Don’t use more than 10 words in your headlines.
Likewise keep paragraphs short, especially the
first one – ideally less than 12 words.
Long headlines or paragraphs can look
intimidating, remember your brochure must be
inviting and easy to read!
Bullets, Italics, and Bold.
Utilise bullet points, hyphens, italics and bold text
to emphasise points and draw the readers eye.
But beware! Overusing these highlighters will
mean the readers eyes will be drawn all over the
place, your brochure will become difficult to read,
and will be abandoned!
Charts
The golden rule of ‘easy to read’ applies just as
much to charts as to text.
Use bar charts rather than pie charts as they are
simple to understand. Pie charts may look
sophisticated but do not lend themselves to easy
interpretation.
Be Contactable
You want your customers to contact you so make
sure your contact details are clear and obvious! Try
using icons to highlight your phone and fax
number.
The normal place for contact details is on the
back of the brochure, people are creatures of
habit so that is where they’ll look for them –
oblige them!
In Conclusion
Use excellent quality photos and pictures
Keep headlines and paragraphs short
Text should be interesting and stimulating to read
Ensure contact details are obvious
Make it easy to read
PowerPoint Content
As such, the contents should not be relied upon and
professional advice should be taken in specific cases.
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any contract between us or constitutes an offer by
Strategic Marketing Ventures Ltd
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Ltd.”
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