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brochure masterclass brochure masterclass


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“read this before you start!”


A great brochure can do wonders for your organisation. 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 ex


exhibition? How will you distribute it? Who’s your audience?


Existing or prospective customers? All of th


t – executives, creatives, techies, kids?


Howard Durham Store


Who should be involved? It’s best at se


them, or just a section? Who will be reading iit


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 o


so


Who’s going to write it? Yo


to know your budget from the


outset. That way, we can fi nd the best solution without breaking the bank.


You got good English grades and want to write the copy yourself? Many people do. Pick up a book on copywriting and get so


some tips. But edit yourself aggressively. If yo


Who’s going to design it? Yo


you can use half the words, do. We can help with a bit of polish if you want us to.


You may cook a wicked lasagne, but co


could you cater for fi ve hundred? If you’ve ti


tinkered with a design package, you may co


consider designing your brochure yourself. Do so at your peril. You may end up with a lame brochure that does more harm than yo


you think. Leave it to the pros. We’d love to help – get us involved early in the project.


48 brochure masterclass


What photography will you use? Photos


for an sorted already, or will you need


some taking? 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.


Beautiful photos make a big difference.


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