Aug
Fold Out
You probably already know what the most-often used brochure format is for businesses: the tri-fold. The reasons why they're so popular are obvious. They're relatively inexpensive to produce, and can even be done in-house. Plus, they fit in a standard-size envelope to send out to customers and prospects in the mail.
Actually, "tri-fold" is a common misnomer. These brochures are constructed by folding an A4 sheet of paper twice to create three panels on each side. So the correct name is the bi-fold, tri-panel brochure.
You need a compelling image, attractive fonts and a strong headline on the front panel of your tri-fold brochure. But what you need to work hardest on is what people are going to find when they unfold it and begin reading. This is the make-or-break point.
Start off with a one or two sentence description of what your company's product is and does. Don't use any jargon, even if you're sending the brochure out to fellow industry insiders. Always write for the general public, and assume that they won't understand your jargon.
Here's what you put in the inside spread: For each of your product's most compelling features write one or two easy to read paragraphs outlining the benefits. Be sure to highlight any features or benefits which give your product a competitive edge. Always write "short and sweet" sentences. Dense text in a brochure is a real attention killer.
The inside front panel is the most important panel of the brochure. This is a great location for a glowing customer testimonial. You can put your phone number and website address here are well. The back panel gets the lowest readership. So use this space for you contact details.
You can see that producing an effective tri-fold brochure is simple. But that doesn't necessarily make it easy. If you need help with this project, hire a copywriting professional.
Charles Cuninghame is a brochure copywriting expert in Sydney, Australia. Check out his brochure copywriter samples.
What is the best way to smooth out the fold lines from a new shirt?
Especially long sleeve shirts that have all of the pins and plastic inserts.
If you don't want to wash and iron it before you wear it, throw it in the dryer with a damp rag. That will help.
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