The document provides guidelines for designing effective business brochures. It emphasizes writing from the customer's perspective, keeping text concise and descriptive, and using visual elements like pictures. Key points include focusing on customer benefits rather than company features, limiting paragraphs to 9-10 lines and 2-3 sentences, and using bold or italics instead of underlining for emphasis. Technical brochures should clarify a product's functions, benefits and value proposition to educate customers in a conversational tone.

1. Group D
Person #1
(A) What are the major points in the articles you see above?
Typically, there were the company brochure which is by far the most used and miss-used tool
in business.
And, there are ways to design and write when you make the company brochure.
Moreover, the company brochure is designed to attract attention by the customer and, you
should think it that the company brochure is the main course.
So, every company brochure you write is like a personal PR agent.
(B) Why is this article important? Write 5 major points in the article that are
important.
1. You need the understanding of some common mistakes in brochure design and avoid some
mistakes. Because, the company brochure is by far the most used but they are miss used tool.
2. You should bear it that a brochure is designed to attract attention by customer and a
brochure is main course.
3. The company brochures are almost always Type One. You can’t fix some small ticket items
to brochures.
4. You should write the copy from the customer’s point of view.
5. It is important to make brochure sentences for reader.
・Do not use more than nine or ten lines of type per paragraph.
・Do not use underline or all caps as a way to stress a point. But, you can use bold or italics
instead.
(C) Explain 5 reasons why one should read the above article when preparing to design
an important business brochure on any topic?
This reason is necessary to know the following.
1. You can’t do use more than nine or ten lines of type per paragraph.
2. You can’t do average more than two or three sentences per paragraph.
3. You can’t do indent paragraphs that have a space between them.
4. You can’t do use underline or all caps as a way to stress a point. You can use bold or italics
instead.
5. You can’t do use italics on your web site or they will look like the italics in the previous
sentence.
(D) Write a paragraph explaining the common guidelines that you find in the article
above.
When you write the company brochure, it is necessary to bear a flowing point for reader.
First, it is important to write the copy from the customer’s point of view.
Next, the copy is shorter and more descriptive because completed work on making.
And, it is important to use the picture. Because, a picture is retained in the customers mind
much longer than words.
Finally, if you have created a visual look to your advertising, you should continue advertising
in your brochure for reader.

2. Person #2
(A) Explain the overall idea for designing a technical brochure as is mentioned in the
article above.
Write your copy from the customer point of view, not yours. Once the copy is completed
work on making it shorter and more descriptive. Moreover, paint descriptive word pictures
wherever possible. A picture is retained in the mind much longer than mere words. In
addition, your brochure shouldn't be a textbook, it should be a conversation between friends.
(B) Talk about a brochure that you want to prepare. Explain at least 10 major points
you will include in this brochure of your choice. What will be the purpose of the
brochure?.
・Write the copy from customers point of view, not from yours point of view.
・Eliminate the extra sentence as possible as.
・The brochure should get the appointment with the customer.
・Don’t ask open-ended questions.
・The function and the profit of the product are clarified for the customer.
・Write the brochure easy to know for not being professional for reader.
・Make all kinds of efforts to write so that reader’s eye tired and reader get bored.
・Don’t use the words which invite the possibility of a negative response from the customer.
・Line up the sentence evenly in the brochure.
・Don’t write the start of the sentence by the numbers.
・Use bold or italics when the sentence is emphasized .
The purpose is to educate the customer about the subject of the brochure and get the
appointment with the customer.
(C) Write five sentences explaining how a company should approach the design of a
technical brochure.
Always assume the customer will eventually buy the product or service.
Don't use the words, if and maybe which invite the possibility of a negative response from the
customer.
And, never ask open-ended questions in a brochure.
Companies always want to list the many important features of their products.
So, it is necessary to clarify the profit. And, your brochure shouldn't be a textbook, it should
be a conversation between friends.
(D) Write down five sentences explaining how a technical brochure should be
different from a tourism-related brochure.
It is necessary to clarify what is the feature of the product.
In addition, it is necessary to clarify what is the benefit of the product.
Writing plainly without becoming a special expression too much.
Don't begin to write sentences from the numbers.
It is necessary to write the copy from a customers point of view.

3. Person #3
(A) Develop a short concept map using the Concept Mapping software based on the
article you see above.
(B) Develop a short concept map explaining how the following web-site works.

4. (C) Write down the definition of 5 major key words that are used in the concept map.
・Explore
・Brochure
・Business
・Design
・Mistakes
(D) Write down three major questions that might explain the major argument or
information in the the article you see above.
・What is the most common mistake of brochure use?
・What are the strength and weakness of a brochure?
・What is the basic brochure design and where to start it?