Eight Ideas For Better Brochures
4. Don't Forget the Subheadlines
They're a great way to break up copy and give the reader a chance to see where you're headed, should they not want to read every single word of body copy. A subheadline can make an emphatic statement, ask a question, or be as playful or as dead serious as the situation requires.
5. Use A Johnson Box
You can use a box for added impact. Everything doesn't have to flow in long columns of type. It often makes sense to drop some information into a one-point fine-ruled box. It gives the piece some extra visual interest.
6. Offer a Q & A
As I've mentioned in past issues, a questions-and-answers section is an excellent way to handle the issues that really trouble the reader. It's a way to deal with their concerns or resistance points "head on."
What's the right length for a Q & A section? Here's the exception that proves the rule. One page is almost always enough. And five to eight questions ought to do it nicely.
7. Conclude With a Summary
It's the same old story ... "Tell 'em what you're gonna tell 'em, tell 'em, tell 'em that you've told 'em." It is very important to summarize the points you've been trying to make—otherwise, your brochure just sort of trails off, leaving the piece without a sense of structure. You want to control your reader and score solid points. A summary can drive your major points home.
8. Remember the Call to Action
Shocking to say, but many copywriters forget to tell the reader what to do! Do you want people to call a sales center, schedule an appointment, fill out and return a postage-paid business reply card, make a phone call, or place an order? You can't make them guess. You have to tell them and provide them with motivating reasons that will get them moving. This is where you have to (tastefully) apply direct selling techniques in a corporate identity environment.