This document provides guidance on writing effective brochures. It explains that brochures can be used to create awareness of a company, product, or service; increase understanding; and advertise new aspects to raise interest or increase visits/purchases. Brochures are more detailed than fliers but less extensive than newsletters. They should include a title page with the topic, graphic and call to action; answer key questions for the intended audience; and provide consistent headings, graphics and white space to enhance readability. Effective design techniques include limiting sentence/paragraph length, using color, bullets and bolding/underlining to emphasize key points.

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WRITING BROCHURES

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WHY WRITE A BROCHURE
 Create awareness of a company, product, service or
opportunity
 Increase understanding of a product, service, or
company mission
 Advertise new aspects about your organization,
product, or service
 Change negative attitudes
 Show ways in which a company, product, or service
surpasses the competition
 Increase frequency of use, visit, or purchase
 Raise or increase interest

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QUALITIES OF BROCHURES
 More detailed than a flier
 Less developed than a newsletter
 Topic and amount of information will determine the
size
 Can be easy to update or modify
 Printing costs vary widely

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CRITERIA FOR WRITING BROCHURES
 Title Page (Front Panel)
• Topic (product name, service,
location, subject)
• Graphic (visual representation)
• Headline with implied action

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AUDIENCE RECOGNITION AND
INVOLVEMENT
 Define any terminology, abbreviations, or acronyms
that cause confusion
 Personalize through pronoun usage and
contractions
 Check for accuracy
 Proofread

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CRITERIA FOR WRITING BROCHURES
 Back Panel (may accomplish any of
the following goals)
• Conclusion (restate the highlights or
suggest a next step)
• Mailing (address, stamp/paid
postage, reader’s address)
• Coupons (incentive to visit;
discounts/complimentary tickets)
• Location (address, hours of
operation, phone numbers, e- mail,
map)

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CRITERIA FOR WRITING BROCHURES
 Body Panels (Fold-in and Inside)
• Provide headings and subheadings
Navigational tools
Consistent font type and size
– First level headings should be larger and more emphatic than
second level headings)
– Parallel to each other grammatically
• Use graphics
Vary page layout, add visual appeal, enhance text
• Answer key questions
• Remember the needs of your readers

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BROCHURE DESIGN
 Use three or so different highlight techniques
 Limit sentence length to 10-12 words
 Limit paragraph length to 4-6 lines
 Use white space • Indent and itemize information
 Use color for interest, variety, and emphasis
 Bullet key points
 Boldface or underline key ideas

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BROCHURE DESIGN
 For variety and visual appeal, let text and graphics
overlap two or more of the panels.
 Place graphics at angles occasionally) or alternate
their placement at either the center, right, or left
margin of the panel.
 Don’t overdesign!

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