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Writing Copy
Promote your company Include a brief company history Include testimonials or a client list
Promote your products Promote service and warranty, guarantee Tell reader in detail what the next step is (i.e. contact
us for free sample) Avoid listing product prices and / or pictures of your
staff because they may change
Include company’s contact information
Writing Copy
Use third person but write conversationallyWrite about benefits to the customer. Keep the customer in mind: use “you” and
“your,” avoid “we,” “us,” “I,” “our.”Avoid using such words as “if” and “maybe”Use key words
You Money Save New Easy Love
Discovery Results Health Proven Guarantee Free
Setting Up Letter Fold Brochure
It is also called business letter, letter fold, brochure fold, spiral fold
8.5” x 11” (letter size)
\Second Front:
Panel 5
(3.625”)
Side One
Back: Panel 6
(3.6875”)
Front: Panel 1
(3.6875”)
Side Two
Panel 2
(3.625”)
Panel 3
(3.6875”)
Panel 4
(3.6875”)
Setting Up Letter Fold Brochure
It is also called business letter, letter fold, brochure fold, spiral fold
8.5” x 14” (legal size)
\Second Front:
Panel 5
(4.625”)
Side One
Back: Panel 6
(4.6875”)
Front: Panel 1
(4.6875”)
Side Two
Panel 2
(4.625”)
Panel 3
(4.6875”)
Panel 4
(4.6875”)
Layout for Letter Fold Brochure
Front: Panel 1 Simple design and well-chosen fonts Include logo and company name Select 1 dominant element!
Back: Panel 6 Can include a mailer, contact info, some graphics,
a map, signature, personal closing, etc.Second Front: Panel 5
Should relate to, but be different from front cover and inside panels
Inside: Panels 2, 3, & 4 Three panels should be visually consistent and
have a close relationship to each other
New Design Principle: Appropriateness
Purpose of Brochures: To market/advertise services or products To provide information about something
Why should the audience choose your business, product or service over the competition? Write text before designing the layout After the copy is written, review and condense it Ask employees & good customers to contribute copy
Brochure Design Tips
SET UP A GRID! Using the “aligning text the baseline” feature is VERY
helpfulUSE PARAGRAPH STYLES!Use consistent feel throughout brochureSequencingColor selection options:
1 or 2 background colors 1 highlighting color
Font selection options: One serif font for body copy Sans serif for title & headings
Brochure Design Tips
Subheads may be helpful.Headline may cross multiple panels.Use Upper and lower case text
ALL CAPS get lower response.Increased leading and character spacing
improve readability Increased white space.
Use 10 or 9 point font for body copy (avoid 12-point type)
Break up body text by sectionsDon’t trap white space.
Brochure Design Tips
Fold a piece of paper & make notes on each flapAlign text on left margin with ragged right edge
Don’t set some items centered and others flush left on coverUse blocks of text with no more than two or three sentences (roughly
10 lines) of text in each paragraphDon’t indent first line of copy in each paragraphPlace 1 space after a periodPlay with images (make them bigger, overlap them, wrap text around
them, tilt them, etc.)Have images cross the gutter