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Strategic Text Placement In Brochures

Janice Jenkins

September 18, 2007

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Small business owners often rely on their brochure printing project for their marketing campaign. In addition to having lower costs during reproduction, brochures can also help small business owners with a tight budget to save on postage stamps and postal fees. Particularly for a trifold brochure printing project, it can be inserted in a #10 envelope and mailed as a standard post.

A trifold brochure printing project is an 8 ½ x 11 sheet of paper folded twice to create three panels on each side. With the trifold brochure, you now have four areas to write your brochure printing copy: the front cover, the inside front panel, the inside spread, and the back cover.

As with any other guidelines when writing your brochure printing copy, the general course of action applies: (1) that your brochure printing text should always be brief and clear, making it easy for your target readers to grasp quickly and understand fully your message; (2) that your brochure printing text should address your target readers directly; (3) that your brochure printing headline and subheadings should be utilized to arrange your ideas and help your target readers focus on a particular item of interest; and (4) that you should always use brochure printing copy that can be understood easily by anyone, without having to resort to a dictionary to get the meaning of the jargon used.

With the general ideas in mind, it’s now time to focus on your brochure printing copy which will be inserted in each of the areas of your brochure printing project.

The Front Cover

Your front cover is one of the most important panels in your brochure printing project. It is the first thing that your target readers will see, and then make them decide whether to open it and read more of what’s inside, or to totally reject your brochure printing message. This is why you should provide a visually enticing front cover that would make your target readers want to read more and know more of your business.

However, it should also not be all images and pictures in your front cover. You should be able to provide enough brochure printing content to invite your target readers to open your brochure printing piece.

The Inside Front Panel

Considered as the most important panel in your brochure printing project, your inside front panel should be used for brochure printing content that would summarize your sales pitch – why your target readers should choose you. And because it is the most important panel, your contact information should also be included in the inside front panel.

One graphic designer suggests that you put testimonials in this part of your brochure printing project to further optimize its place.

The Inside Panels

The three full panels produced when you spread your brochure printing piece fully should have the complete description of your business and what you do to make the lives of your target readers more comfortable.

The inside panels will be best used to describe your company in one or two sentences; provide a list of your products and services; describe how you are different from your competition; how you value customer service; as well as provide your readers with a call-to-action. The last one can either be an instruction to go to your website, or a telephone number to call for more information on your business.

The Back Cover

Finally, we go to the back cover. Unlike the front cover and the inside front panel, the back cover is the least of your worries. Not much should be written on your back cover as your target readers are least likely to read this portion of your brochure printing project. Save your important brochure printing message for the front panels. Most of the small business owners use this area to list contact information such as the telephone and fax numbers, email and website address, and the person your target readers can get in touch with.

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