Sounds simple enough right? But…it can be really frustrating when you need to put a brochure together and you don’t know where to start.
From a marketing perspective there are elements that need to be included in a brochure in order for your hard work to have an impact.
Even if you are a design wiz and you have the creativity to make your brochures look amazing, it’s important to remember some key foundational marketing points that will make your brochure speak to your desired audience.
Here’s how you do a panel fold brochure.
So the purpose of the first page is to attract attention and to get them to read further. If they do nothing more but turn over to the back there needs to be identity, content, and preferably an offer along with a call to action.
1. When you open the panel fold up, the first thing you see when you open it up are the testimonials, which are printed on the third panel at the outside.
The inside tells the story, so in other words, ‘Would you like this, these people already have it, this is where you’ll find us and if you want to know more, read the list.’
Also in panel fold brochures or any kind of brochures, the headline should always be in Title Case, that’s the first letter capitalised and the other letters in lower case.
Title Case is much easier to read than all capitals, unless you don’t want people to read it. But in terms and conditions you should never, ever write in all capitals.
2. Write the words in the first person, NOT in the third person or we/us, for example: always use I and You as opposed to we, us or [your name].
Whenever you find a sentence that has the word ‘we’ in it, reword it so you’re speaking in terms of benefit to the other person, not how great you are.
We say when there’s lots of ‘we’s’ in the copy, you’re we-ing all over yourself and that is not a good thing.
3. Does it read well? Does it tell the reader what they need to know in order to buy? Does it have a cohesive story to it?
If you’ve covered off on all those points and answered Yes to all points in number 3, you’ve done your job well.