How to Write a Powerful Brochure

chillibreeze writer — Christopher Periera

A superb tourist destination, other than its eye catching environmental systems, is only as good as the attractive lodgings and places of rest and leisure that inhabit it. Life can be monotonous and de-energizing at times and the urge to escape for a holiday to pleasant climes and places, is therefore welcome.

Two options then lead the course. Either travel to a place already familiar, or plan to travel to a new destination. A choice for a new holiday spot, if chosen, initiates a tedious but exciting course of events. Sometimes, planning for a holiday can be terribly confusing. Too many attractive destinations invite attention. Handy and clear information about selected destinations may lack precise details. Brochures are an ideal visual and communications strategy for any tourist destination or business venture. To write a powerful brochure that gets one’s attention, which ignites interest should be the prime objective. If latent interest has transformed into desire leading to direct action, then the brochure has successfully made a statement.

What are brochures?
The print communications world has defined brochures as collateral pieces. They are stand-alone informative pieces. The terms can be confusing. They may be called ‘fliers’, which have a single page or ‘pamphlets’ that have many pages. ‘Booklets’ have even more pages. But all of them share a uniform theme or idea. Convey a clear message to arouse interest. Keep in mind that today, despite the enormous infiltration of the net into our lives, the print media still holds the magic potential of transforming ideas and themes into profitable business. Brochures are a credible and tangible sales and communications tools. You can flip them at will, fold them for a leisurely inspection, touch them for its glossiness and feel, or absorb them at a later stage.

Define the purpose
A wide variety of brochures exist to convey the core message and purpose of different forms of businesses’. They all promote the design and intent of the finished product for effective sales. Definite patterns have emerged to presenting product information on the different pages or panels of the brochure. The front or first panel is usually designed to draw the reader’s interest. It may contain little or no information. A heavy visual with a single tagline may suffice to invoke interest. Promotional brochures are normally designed to inform and sell products, services or events. The second panel is usually more detailed. It serves to build interest. A curious reader, now sufficiently interested will desire for more details. Panels three, four and five have to provide more information. Thus far, the reader may now wish to act on what he has absorbed. The last panel contains specialized information, including mailing labels, important contact numbers and office location.

Visual graphics
Interesting brochures provide stunning photographs. Provide visual photos that replicate actual locales or products. A dated photo quickly disillusions customers. Here, word of mouth from past customers helps a lot. Talk about the grapevine! Use the services of a professional photographer. They know their job really well. The photos have to be arranged neatly. Clustered photos destroy the attractiveness of an otherwise stunning brochure. Routes and maps are happily welcome. It’s the small details that matter greatly. In fact, line art is very effective.

There may be customers older than 50, in poor light and not wearing their spectacles. Show the main highway, a clear sketched map with bold instructions, and the actual detours, if any. Pay attention to the color. Light color on a darker background is usually preferred. Talk to your printer about color. To be truly cost effective, you have to work on a rough layout, panel by panel, as it resembles an idea that has materialized. It could be a simple pencil sketch or a complicated computer output. It’s really important that you are first of all clear about what you want. That way, no misunderstandings occur between you and the printer.

Select an easy to read type style. The font Serif is considered easier to read. Select point 10 as the size for the letters.

A neatly configured brochure speaks silently to the reader. It compels, assures and invites you to a world unimagined, or to a product that co-operates and supports. Simplicity and sincerity, as in everything else, play a key role. Hospitality systems, such as resorts and spas, have all the more initiative to present their products appealingly. To draw a far flung customer for a well planned holiday is a challenge that motivates the promoter. To allow an 8 by 11, six paged booklet to do all the talking is one challenge that is worthy of the highest consideration.

Editor's note: Most articles submitted to Chillibreeze go through a selection process. Only 30 percent of submitted articles are accepted for publication on the Chillibreeze.com featured article list. All accepted articles are edited and proofread for glaring errors of punctuation and grammar. Sentence structure is changed in certain cases and sometimes, entire sections are rewritten. If you notice any errors that have slipped through the cracks, do let us know! (Email us at info at chillibreeze dot com).

Chillibreeze's disclaimer: This is a contributed article and was published on Chillibreeze in May, 2011. The views and opinions expressed in this article are those of the author(s) and do not reflect the views of Chillibreeze as a company. Chillibreeze has a strict anti-plagiarism policy. Please contact us to report any copyright issues related to this article. The relevance of the facts and figures cited (if any) could change after a period of time.

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—About our writer:

Christopher Pereira works for a multinational as an Operations and Electrical Associate. A voracious reader, the power of the written word amazes him. His focus and passion is to be an inspiring novelist. He finds fables deceptively simple; they hide a subtle world of transformation within their essence.

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