Be clear about what your brochure should do – maintain the image, make initial contact, sell a new product, etc.
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.
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.
Then you can let your web designer know and provide him with pictures and texts.
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.
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.
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.
Read the text aloud and optimize the text passages you stumble across.
For example, instead of “We would be pleased about your inquiry”, please write “We look forward to your inquiry”.
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”.
Be as specific as possible – turn the “maximum savings” into “15 percent less cooling costs”.
Replace dull passive constructions with active formulations – this not only makes your text more understandable, but also more dynamic.
Drill down sentences that are too long and too nested into short single sentences.
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.
“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”.
Check the text for expressions that are too flaccid, for incorrect formulations or other expressions that do not correspond to your company philosophy.
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.Source: