Brochure Masterclass

A great brochure can do wonders for your organization…

Before you start, think about the answers to these questions and it won’t be long before your competitors are sobbing into their tissues.

What’s the brochure’s purpose?

Will you be mailing the brochure by itself or as part of a bigger pack? Is it for an exhibition? How will you distribute it?

Who’s your audience?

Existing or prospective customers? All of them, or just a section? Who will be reading it — executives, creatives, techies, kids?

Who should be involved?

It’s best to get decision makers involved at the early stages. Have a brainstorming session to thrash out your ideas.

How much can you spend?

It’s best to know your budget from the outset. That way, we can find the best solution without breaking the bank.

Who’s going to write it?

You got good English grades and want to write the copy yourself? Many people do. Pick up a book on copywriting and get some tips. But edit yourself aggressively. If you can use half the words, do. We can help with a bit of polish if you want us to.

Who’s going to design it?

You may cook a wicked lasagne, but could you cater for five hundred? If you’ve tinkered with a design package, you may consider designing your brochure yourself. Do so at your peril. You may end up with a lame brochure that does more harm than you think. Leave it to the pros. We’d love to help — get us involved early in the project.

What photography will you use?

Have photos already, or will you need to have some taken? Or will low-cost stock photos do the job? How many will you need?

How much detail do you need?

It’s tempting to include every little nugget of information. Great brochures are often uncluttered, with lots of white space. Keep it clean and relevant to your audience.

What are your competitors doing?

Gather together competitors’ brochures. This will help you decide what to cover. You need to look at least as good, if not better.

Who’s going to proof it?

Not anyone who’s been involved! People tend to read what they think they’ve written. Use a fresh pair of eyes and meticulously check every detail. It’s worth the effort.