How To Give P Text A Style No Line Break 10 Surefire Ways to Add Sizzle to Your Brochures

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10 Surefire Ways to Add Sizzle to Your Brochures

Businesses rely on brochures as the first line of communication for their products or services. However, according to Shannon Cherry, APR, many find themselves less successful because they underestimate the skills and resources needed to publish engaging and effective materials.

“Most people forget that a brochure is important because it represents you to the world and reflects your image,” says Cherry, president of Cherry Communications, a public relations and marketing firm that helps businesses, entrepreneurs and organizations without profit motive if they make themselves heard.

“But the best brochures do more than impress,” she says. “Effective copy and design can intrigue, inform, convince and capture the client’s business just as an effective salesperson can. Brochure effectiveness is tied to an audience-friendly marketing strategy that drives the design process” .

Cherry shares the following list of top ten tips that can help your brochure hit its stride:

1. Keep headlines short. According to studies, headlines with less than ten words get more readers.

2. Focus your headline on your target audience. Show an image of your target group and make sure the title has a description of the group. For example: If you’re targeting moms, use a headline like “Moms Know Best.”

3. Keep the lines of text to a comfortable length. Body copy lines should never be shorter than the font size or more than twice the font size.

4. Keep paragraphs, especially lead paragraphs, short. Maybe even a sentence.

5. Use graphic dingbats, including bullets, dashes, and asterisks, to break up text.

6. Use subheadings to engage the reader. Next to the cover, subheadings are the most read elements in a brochure.

7. Set subtitles in a different style.

8. Avoid excessive typography by using too many capitals, italics and bold.

9. Stick to no more than three different fonts in a brochure.

10. If you use photos with people in them, make sure their heads are at least the size of a dime.

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