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Three-Stage Brochure
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Side 1 Ok026bro1.doc |
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Side 2 Ok026bro2.doc |
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Important Note:
Please be sure to save the template to your hard drive; then open the file from within Word before making your own changes.
The design of a brochure is not an artistic endeavor - it is the process of translating your best sales call to paper. Done right, a brochure introduces you, presents the compelling benefits of using your product, service, or idea, answers the most often-asked questions, fills in the details, and asks your prospect for specific action. It may sound like a lot, but whether you hire outside help or do-it-yourself, you should expect no less.
This three-stage brochure is designed to lead your audience through those stages - first, to grab attention (A), second, to sell the benefits (B), and third, to fill in the details (C).
Keep the cover (A) simple. Whether your prospect selects your brochure from a rack, receives it in the mail, or spots it from across the room, your best chance of grabbing attention is to use one compelling idea to draw them in. It could be a benefit-oriented headline, a bold image, or a combination of the two, the thing to remember is: if the cover doesn't stir up some genuine interest, the show is over.
The next stage is a two-page spread (B) used to sell the primary benefits of your product, service, or idea. Forget the laundry list of features so many businesses resort to, think of this spread as the part of the sales call where you explain the reasons people do business with you and not your competitors. Support your argument with a photograph of your product or an illustration that shows the result of using your service or idea.
The third spread (C), a full four pages, is where you fill-in the details. Use it to answer the most-asked questions, to document the stability of your business, to present testimonials from satisfied customers, to summarize your products or services, and so on. Then, in a prominent block of text (lower right), ask your prospect for the sale. Ask for a phone call, invite them to your web, or direct them to your showroom - however you design it, make it as literal and compelling as the call to action you would use face-to-face.
Reserve the back page to provide a one or two paragraph summary of your business - including such information as the markets you serve, how long you've been in business, the names of your brands, and so on. Add your logo, the name of your organization, and list some options for getting in touch - your phone and fax numbers, e-mail and street addresses, web URL, and so on.
To create your version, print the first page on one side of a legal-sized 8 1/2 by 11 inch sheet then turn it over and run it back through the printer to print the second side. Fold the finished sheet in half, and then in half again. You could also print one master copy of the artwork and take it to a commercial printer to have it reproduced and machine folded in quantity. Consider adding a second color or printing your brochure on colored paper to add some visual interest.
Stuck for selling ideas? Gather the brochures created by your top competitors or visit their web sites on the World Wide Web to find out how they tell their story. Good or bad, understanding how they position themselves and what they perceive as their strengths and weaknesses will help you plan and execute a brochure that is one-of-a-kind.
All templates are compatible with the C5000 Series, C7000 Series and C9000 Series digital color printers from OKI® Printing Solutions.
Template design by: Chuck Green, Logic Arts (804-266-7996,
www.ideabook.com);
Headline font: Impact, Adobe Systems (800-68-ADOBE,
www.adobe.com);
Photograph: from ClickArt 200,000 (1-800-973-5111
www.clickart.com)
Microsoft, PowerPoint, Microsoft Word and Windows are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.
