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Transcript: What is the structure of this brochure? What do you notice when you first look at the opening heading and text? The heading of the brochure is in large, highlighted text. It catches the reader's eye and lets us know exactly what the brochure covers. The opening statement then tells us the main purpose of the brochure. Characteristics of Brochures Please read that now. Think about the questions as you read. Based on this information, what is the purpose of this brochure? Large bold headings big ideas Subheadings smaller, more readable chunks of information "Well" and "Good" Single-fold Brochure single sheet of paper folded once information front and back educational/nonprofit organizations large amount of information in relatively small space Bi-fold Brochure single sheet of paper folded twice four panels for information & graphics trying to make impact with logos & images Tri-fold Brochure single page with three folds siz panels businesses first panel as cover page advertising or marketing on other panels popular for marketing short pamphlet meant to sell a service or product headings to organize chunks of information graphics and pictures meant to entice the reader language descriptive and persuasive can also be informative The structure of this brochure is a single-fold design, with information on the front and back of a single page. Brochures Example of a Double Negative: She don't have no money. Brochure Format of a Brochure Headings Many people misuse the words "well" and "good" in their speech. Here is an example of an incorrect use of the word "good:" Andy played really good in his football game. To modify the verb played, the adverb well is needed. When we say "She don't got no money," we are really saying the opposite of what is intended. We are saying that she does, in fact, have money. Single-fold designs work well for educational brochures. Their single-page format, with no panels, allows for the most text to be included. Double Negatives Why You Should Avoid Double Negatives Title- attention grabbing Headings- help organize information Color and Graphics- create visually pleasing text Formatting- Many layouts & sizes, often folded/stapled Language- Enticing and persuasive Purpose- To sell something or inform a small book or magazine containing pictures and information about a product or service. begins by stating purpose to reader heading & opening text should show what the brochure is about Structure and Layout of Brochures easy to read-the pages are laid out in columns few graphics descriptive language A double negative is The use of two negative terms within a single sentence to express the same idea The purpose of this brochure is to inform readers on how renewable energy sources can benefit homeowners. Guide to Renewable Energy Why would the authors choose to use this format?


Transcript: BROCHURES A.I.D.A ATTENTION How will you grab your customer’s attention? What is your hook? INTEREST How will you get the customer interested enough to open your brochure? What sort of information can you provide? DESIRE Make your customer really want your product ACTION Get them to take specific action E.g. BUY NOW! Name of product Headline that creates curiosity, a hook Headline that states the name and slogan of the product. 2-3 key benefits of your product Short, easy to read blocks of text. Lists, charts or statistics Graphic images (the design and colour of your brochure) Photographs or diagrams of the product and/or it’s function Call to Action. What you want the reader to do? Call you, visit your website, fill out a form, etc. ACT NOW! Most everyone is pressed for time and have many ads vying for their attention. So they tend to skim quickly through brochures. Bullet points full of information yet brief in length will help keep customers focused on what you offer and lead them towards the action you want them to take next. & PROVIDE INFORMATION To get their attention, your brochure needs to focus on the benefits customers will enjoy by making a purchase from you. Use exciting inside headlines to hold their attention, and move them through the pages. WHAT’S NEXT Be sure your business name, phone number and website are easily found in the brochure. After you interest the reader in what you sell, you have to take the next step: tell them what they need to do to acquire it. Do they need to call you to place an order? Can they research more online? Why would someone want to buy your product? What's the most important thing it can do for them? What is the most important problem your product or service can solve for them? SELL, DON’T TELL ATTRACT ATTENTION The average reader takes less than 5 seconds to glance at the cover of a brochure and decide whether or not to read it. If your headline or graphics on the cover of your brochure are boring, few recipients will bother opening it. CONTACT INFO If you don't urge the reader to act right away your efforts in getting attention, building interest and desire will be wasted. Brochure Checklist MAKE IT LOOK EXCITING WHAT IS MOST IMPORTANT IN A BROCHURE? UNDERSTAND YOUR CUSTOMER BE BREIF, USE POINT FORM THE 7 TRUTHS OF BROCHURE MAKING

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