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Ten Tips for Building Better Brochures |
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Comparing Channels of Communication Direct Mail Newsletters Better Brochures Media Relations Interactive Multi-Media
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1.
Help customers focus on your most
effective sales benefits from the moment they first
see your brochure. Put that message on the cover!
2. Insist on maintaining a “family resemblance” throughout your advertising materials to increase customers' familiarity with your company and product. The more they see it, the more memorable it becomes. 3. Use a single large illustration on the cover. Avoid confusing readers with too much clutter and too many confusing images. 4. Select photographs that tell a story. Show your product being used by people much like the customers you're seeking. 5. Always put captions under photographs. They're the second-best-read copy in the brochure. (Headlines, of course, rank first.) 6. Avoid visual clichés. Look for original angles and unexpected images to draw attention to your product's selling points. 7. Don't be afraid of long copy. The right length is exactly as long as it takes you to give customers the information they want and need before deciding to buy. 8. Spotlight the important facts. • Use bullets! Bold-face or italicize key points. Simplify! 9. Use photographs instead of drawings to illustrate your product. Research suggests that photos increase the believability of your message and dramatically improve recall. 10. Be helpful, not clever. Too much humor can overpower your message ... and not everyone will get the joke.
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