6 Steps to Crafting Irresistible Brochures

6 STEPS TO CREATING IRRESISTIBLE
BROCHURES™
How to craft a brochure that will grab your prospects
attention and do the selling for you!

6 SIMPLE STEPS
1. Where, What, Who
2. Choose Your Layout
3. Place Your Content
4. Choose Your Photos
5. Write Your Copy
6. Put It All Together
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RE-FRAMING YOUR MARKETING MINDSET
All marketing pieces should be focused on solving your
ideal clients problems or issues.
Brochures are not about promoting the features of
your product, rather they are a doorway to having a
deeper conversation with your client.
That is, to entice them to seek further
information, enquire about a purchase, or make an
appointment.
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STEP 1: WHERE, WHAT, WHO
Step 1 involves deciding where this piece fits into the
buying cycle. Knowing this will help you with the format
and messaging of your brochure.
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Discover that
she has a
need
Gather
Information
Evaluate
Options
Purchase
Retention

TWO TYPES OF BROCHURES
• Create a brochure that addresses
your ideal clients pain points and
highlights your solutions. This
brochure will be general.
• If you service different markets or
clients then you’ll want more than
one kind of general brochure.
Gather
Information
• Create a branded brochure that
highlights your products benefits
and solutions.
Familiar with
your service
and ready to
make a
purchase.

WHO
 Create a detailed persona of your client
 Age, sex, income level, hobbies.
 What’s keeping them up at night.
 People buy solutions not features.
 How does your product solve their problem.

STEP 2: CHOOSE YOUR LAYOUT
What kind of layout you choose will depend on how
expensive and/or complicated your product or service is
to understand and use.
In general, the more expensive and/or complicated, the
more information your prospect will need before agreeing
to make a purchase.

STEP 3: PLACE YOUR CONTENT
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Front Cover: Place a picture and tag line that address your clients needs.
Back Cover: Contact Information and Testimonials.
Inside Flap: About You, Your Company, or Testimonials.

STEP 3: PLACE YOUR CONTENT
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Inside Left: Describe Your Clients Pain Points.
Inside Cover: Describe Your Solutions.
Inside Right: Place Your Offer or Call-To-Action and Contact Information.

STEP 4: CHOOSE YOUR PICTURES
 Your pictures are going to tell the story of your clients
problems and your solutions.
 However, they also have to tell the story of your brand.
 Resources: www.123rf.com; www.shutterstock.com;
www.istockphoto.com; microsoft clip art. **Check
licensing information before use.
 Never just take something off of the internet and use it.
You may get sued. Purchase the licenses for your
pictures or get written permission from the photographer
to use them.

STEP 5: WRITE YOUR COPY
Rules:
1. Think about your prospects needs. Remember, this is
about resonance. You want your ideal client to see
herself in your brochure and other marketing
materials.
2. Tell one story. Don’t confuse your prospect by telling
too many stories. Pick a problem and state the
solution.
3. Be very careful when using industry terms and jargon
to promote your product or service.
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STEP 6: PUT IT ALL TOGETHER
1. Do choose a template to work with and stay within the margins. I use Microsoft
Publisher 2010 templates. I’ve also purchased layouts from www.layoutready.com.
2. Do choose a typographic style that represents your brand.
3. Do choose a font size that is easy to read.
4. Do create a brochure that your prospect can scan. If it’s stuffed with words and
images, no one will read it.
5. Do, Do, Do choose high resolution pictures if you’re going to print your brochure.
300dpi is good.
6. Do save your brochure as a PDF for printing.
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STEP 6: PUT IT ALL TOGETHER
1. Do not have your text squished against your photos. Make sure that there is a
1/8’’ to 1//4’’ margin around your pictures.
2. …unless it represents your brand.
3. DO NOT USE ALL CAPITALS IN YOUR HEADLINES. ALL CAPS ARE
DIFFICULT TO READ, AND IT MAKES PEOPLE FEEL LIKE YOU ARE YELLING
AT THEM!
4. When printing, the colors on the screen will be different on paper. Blues and
greens are especially difficult to re-create.
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OTHER CONSIDERATIONS
1. When printing, the colors on the screen will be different on paper. Blues and
greens are especially difficult to re-create. So talk to your printer before printing.
You may need to do a few test runs.
2. Wait at least one day before printing your brochure. It’s typical to find mistakes
the following day.
3. Have fun. Brochures are an expression of you and your company and brand.
Brochures are art.
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HOW TO CREATE IRRESISTIBLE BROCHURES WITH
MICROSOFT PUBLISHER 2010
Join Krista Magidson Chief Content Creator for Boutique
Marketing Group and discover:
 How to create beautiful, professional, and branded
brochures using Microsoft Publisher 2010.
 This is a 3 hour, hands-on workshop for only 12 people.
 I’ll work with you to create attention grabbing headlines
and engaging copy, choosing photos, layout, and
design.
 The class will be laid out for you in an easy 6 step
process that you can use again and again!

HOW TO CREATE IRRESISTIBLE BROCHURES WITH
MICROSOFT PUBLISHER 2010
The class will be held at The Life Oasis in Torrance on:
Wednesday, August 7th from 6:30-9:30 PM
OR
Friday, August 9th from 11:00 AM to 2:00 PM.
Cost is: $147

REGISTER TONIGHT AND PAY BEFORE
FRIDAY, 19TH
$147
And pay only: $97
That’s a $50 savings!

6 Steps to Crafting Irresistible Brochures

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6 Steps to Crafting Irresistible Brochures

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