Checklist For Brochures Part 1 & 2: Review Concept and Style
What is the aim of your brochure?
Be clear about what your brochure should do – maintain the image, make initial contact, sell a new product, etc.
Does the concept match the goal of the brochure?
Some companies only want to create a product brochure and then go beyond the target – the boss wants to lead three pages of company history or all customers including the logo. Consider once again exactly which contents are relevant for your goal and your target audience and delete if necessary one or the other chapter.
Does the concept fit the role in the sales process?
Some brochures are used rather at the beginning, others rather at the end of the sales process. Make sure that the concept is adapted to the time of use.
Would you like to put the brochure on your website?
Then you can let your web designer know and provide him with pictures and texts.
Does your brochure contain new information?
It is frustrating for the reader if he only finds information in the brochure that he already knows from your website, your advertisements or your PR.
Do you offer additional benefits?
Even if the brochure is about to be printed – check which additions you can use to increase the added value of the brochure, for example with product samples, vouchers or CDs.
Is your brochure a “keeper”?
Make sure readers like to keep your brochure design on file and keep it at hand. Integrate checklists, industry forecasts, expert tips and other useful content.
Is the brochure easy and pleasant to read?
Read the text aloud and optimize the text passages you stumble across.
Did you keep a wide berth on auxiliary verbs and subjunctives?
For example, instead of “We would be pleased about your inquiry”, please write “We look forward to your inquiry”.
Does your text contain too many nouns?
This makes it appear cumbersome and static. Replace nouns as far as possible with verbs. Make “The execution of the order on 25 August is guaranteed” better “We execute the order on 25 August”.
Is your text too vague?
Be as specific as possible – turn the “maximum savings” into “15 percent less cooling costs”.
Active or passive?
Replace dull passive constructions with active formulations – this not only makes your text more understandable, but also more dynamic.
Have you cut long sentences?
Drill down sentences that are too long and too nested into short single sentences.
Do you like using foreign words?
The reader will understand you, but the text will seem pale to him. For example, replace “analysis” with “investigation” and “perspectives” with “prospects” and your text will become more colorful and comprehensible.
What about internal abbreviations?
“PUV” may be a common abbreviation in your company. However, you should only use it in your brochure if you have translated it into its full meaning beforehand: “Practice interruption insurance”.
Does the style correspond to your corporate identity?
Check the text for expressions that are too flaccid, for incorrect formulations or other expressions that do not correspond to your company philosophy.
Does the style suit your target audience?
Write as your reader speaks – if he is familiar with your technical vocabulary, you can use it. Nevertheless, be careful to use technical and foreign words as sparingly as possible so that the text is easier to read.
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