brochure intermediate level

1. H
ow
to write a brochure
2nd Baccalaureate Course
What you need to take into account to write an excellent brochure

2. I
n
d
e
x
1) What is it?
2) Structure of a Brochure
3) Vocabulary
4) Grammar
5) Connectors/ Expressions
6) Key Elements/ Advices
7) Examples

3. According to the Collins' Dictionary, a
brochure is ...
a magazine or thin book with pictures that gives
you information about a product or service.
In most cases, the purpose is to sell that product
or service.
1) What is it?

4. 1) According to their form:
2) According to the type of client and their understanding level of the topic:
Travel Agency, Healthcare Organisations, Marketing Companies, Schools, Local Organisation,
Political Parties, Elderly People, Families, etc.
3) According to the length
This aspect will be given depending on the form of your brochure (see above), and the information
you want to express

5. Identify your target (people, client, company) including age, gender,
location, role, income, interests and challenges. This information will help
you to decide the tone, language and content of your brochure. It'll also
help you choose an action that appeals to your readers --> for example, a
mobile app download would be excellent for a college student.
Create an outline to know how many sections you would need for your
brochure; for example, in a typical (tri-fold) brochure, you would need six
sections
Think carefully about what you want to say in your brochure
1.
2.
3.

6. As you already know, there are different types
of brochures, but here we're going to follow a
standard format
2) Structure of a Brochure

7. The front panel shows the company logo and headline. Section 1
This will be the first thing clients will see about your
brochure
The inner panels show the product/service using supporting facts and details.
Sections 2, 3 and 4
In this section, you'll need to keep the attention of clients by writing in detail in which
consists your product or service to convince future clients.
The final panel contains contact info and a call-to-action. Sections 5 and 6
Here, you must include different means of communication to contact with your company and
something to motivate future clients to buy your product/service; it can be a headline,
question, a short sentence, or even a picture.

8. The front panel shows the company logo and headline.
There is no second time to cause a first good impression. consequently, you need to
put out all the stops and try to impress them with the use of colours, forms, images
and headlines (use headlines that tell your readers about the contents of the brochure
--> for example, Scared of the Dentist? Learn How Sedation Dentistry Can Help; The
Ultimate College Prep Checklist: A Four-Year Plan for High School Freshmen
Here you have to convince your readers in one or two lines about the benefits of your
product or service, maybe showing a lifetsyle that can be achieved by that product or
service
Don't use less than 11 point for the font of the body and similar headings. Stand them
out by using a different colour of the same palette to create a continuity.
The aim of this section is your readers take your brochure and read it
Structure of a Brochure in Detail

9. In the inner panels ...
Descriptions of products, services, exhibits or attractions
Features and benefits --> Features describe the product/ service, while the benefits describe how the product/service can help
the client. So, if you include this section, consider to include a FAQ (Frequently Asked Questions) section that you've gotten
before and provide answers
Product specifications --> that can suppose a difference reagrding their use or compared with similar products of other
companies
Pricing charts
Pros and cons --> If you include this section, don't try to hide the cons of your products because it may not seem real to your
readers, while don't exaggerate its benefits because nothing is perfect
Itinerary (e.g. winery tours)
Narrative (e.g. history of the company or product) --> Include this section if your future clients don't know a thing about your
company, and, therefore, if you want to make a difference reagrding other smiliar companies
How a product works
How a service is delivered --> if there're, for example, benefits in certain countries or if your product is only delivered in one
area
How to do something
Checklists and questionnaires
In order to arrange these sections --> create a layout (with number, letters or symbols) where you describe more in detail each
section. This will help you to organise your information.
You can include (it doesnt' mean that you've to include all these sections)
Structure of a Brochure in Detail

10. In the inner panels ... (Sections 2,3 and 4)
Once you have decided which of the sections from the previous page you want to include and explain in
detail, it's important to separate each one first.
Section 2 usually contains broad information (short or brief information as more developed introduction but
not in detail) with questions and answers. This section should convince your readers that your product or
service will be the answer to their problems.
Sections 3 and 4 explain the information of section 2. They should assure your readers that the solutions is
contained in your brochure.
Finally, try to keep a balance between the images and the amount of text you include; nobody will read your
brochure if you only include text or images not related to what you're describing.
Structure of a Brochure in Detail (2)

11. The final panel contains contact info and a call-to-action. Sections 5 and 6
Here, you must include different means of communication to contact
with your company and something to motivate future clients to buy your
product/service; it can be a headline, question, a short sentence, or even
a picture.
Section 5 usually includes real-world testimonials and or coupons. Not
invent fake testimonials because it can distort the benefits of your
product or service, apart from generating insecurity in your readers
While Section 6 includes contact information as the telephone number,
blog, website and/or map.
Structure of a Brochure in Detail

12. 3) Vocabulary

13. In general terms, keep sentences and words short. You won't have too much
space, so use it appropriately.
Look for specific topic words before starting to write your brochure; for
example, if you're going to talk about "wine", look for words related to barrel,
vintage or vineyard, or if your brochire is about "how you can customise a
kitchen", you can include vocabulary focused on lyfestyle aspects; for
example, about different materials. But, if your client is a corporation or
businessmen, it'll be better to focus on numbers, money and investment.
Use simple language and avoid jargon. It's not the same using specific topic
words understood by the general population than using jargon which can only
be understood by professionals.
If your future readers don't have a high reading level... use words that have
fewer than four syllables.
If you include the "prons and cons" section, use euphemisms for negative
words
1.
2.
3.
4.
5.

14. Use positive words for the first section (Front-Page), such as
free, quick, easy, results, exclusive, proven to attract the attention of
your readers
Use "emotional" words in Section 6 (or the Final Panel), such
as responsibility, confident, potential, perfect, happiness, memories, etc
Adverbs ending -ly to describe the way something is done, such
as intensely
Use brackets and/or commas to clarify information or talking
about amazing aspects of a place
1.
2.
3.
Ortography
1.

15. 4) Grammar

16. In the Front Page
Use Imperatives to attract your readers' attention, organise information clearly and
save space
Short sentences separated by commas; for example, Imagine playing on the Riviera,
exploring art at the Louvre or reflecting on historyon the shores of Normandy
Use of gerunds as subjects: in the same way as imperatives

17. In the Inner Panels (Sections 2,3 and 4)
Present Simple: to talk about general facts or describe a place, product
Use the active voice (“We found that…”) rather than the passive voice (“It was found
that…”) to provide a less formal message to your readers. But passive can be used
when you wnat to focus on an action or place without mentioning people.
Use personal pronouns (You, They, etc) to keep readers' attention
Conditionals (1st type) are used for encourage audience to take a step further; for example, .
If you are an enthusiast of alpinism (...), Nepal is exactly the place you need to experience the
thrill.
Future (Will) to take things for granted; for instance, engaging recreational activities will make
your vacation in Nepal unforgettable (you're sure the activities will be good)

18. 5
) A
dverbs/ Expressions
Here you have some options to improve the content of
your brochure and, make them more colourful

19. To introduce contrast: But
To speak about the purpose: Since
Adverbials of Place: In Nepal
To introduce examples: such as
Connectors
As you can see below, the examples are quite informal or neutral language which is required in this type of writing

20. Use descriptive expressions: earthly paradise, crystal clear, awe-inspiring or off the beaten track (travel); award-winning, state
of the art or top notch (hotels); once in a lifetime (experiences)
Descriptive Adjectives will add more and new information about the topic. Examples: Each of these groups carries its own
identity, cultural heritage, and authentic traditions;
Include expressions for all age groups: No experience necessary, fun for the whole family,
Use sentences to catch readers' eye: You will hardly find any other (place) that ...; You could spend your whole life here; It can
surprise you with... superlatives --> the world’s largest temple
Expressions

21. Here you have some important aspects to not
forget when writing a brochure, and some
advices if you want an excellent one
6) Key Elements/ Advices

22. Make note of where your target audience is on the same page. Don't waste space talking
about the history of your organization if your readers, for example, have done business
with you before or you don't have much space in your brochure.
The level of understanding is also a key aspect. Are your clients experts, beginners or
somewhere in between? Keeping this in mind will help you avoid confusing or boring
them.
Be concise and use plain language. In some brochures , you only have space for 350-450
words, so include only the most relevant information. If you want to talk about more
than issue, it's better to
Do leave some space, free from any text or graphics in your brochure. This is called
“white space” and it helps readers separate important points in the brochure by giving
their eyes momentary breaks.
design one brochire for each issue. However, your company’s logo or image, a blurb about
the company, and a section on where to find more information and who to contact are
"must" aspects to include.

23. Use subheads, bullet-point lists or images, for example, every two paragraphs to avoid
monotony in your writing.
Limit the use of typefonts to 2 in order to avoid confusing future clients or doing extra
work to understand its content.
Convince readers to avoid throwing away your brochre: include a map of the town, a
list of student scholarships or a cheat sheet with advices for homebuyers in a specific
city.
In the last section (call-to-action panel), include aspect which can make your clients to
take a specific actions: visit your website to make a purchase or sign up for a program,
scan a QR code to download an app, enter for a chance to win or visit your store for an
upcoming sale
Before printing your brochure, share it with as many people as possible to make sure
that the material is easy to understand
Explore major websites and magazines for inspiration

24. 7) Examples
In the links below, you have the
opportunity to look at real examples
of brochures
Free Brochure Templates. Brochure Design Online - Flipsnack (Click on the sections on the left to have a look at the
designs)
Look for the word "folletos" in Canvas and you'll see more templates for brochures and what to write in each of their
sections
Example 1 --> Utah Travel Brochure (venngage.com)
Analysis of real brochures --> How to Write A Brochure – with Examples and Visual Attention Scans :: Copywriting
Course

25. COLLINS DICTIONARY
Brochure definition and
meaning | Collins English
Dictionary
(collinsdictionary.com)
HOW TO WRITE A
BROCHURE
How to Write a Brochure
for Your Business |
Lucidpress
HOW TO WRITE A
BROCHURE (2)
creating_effective_broch
ures.pdf
(geneticalliance.org)
Please, ask me in case of having
questions or doubts
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