Brochure Writing.docx

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Creative Writing & Literary Studies
Dr.Glen Thomas

26/08/13 Writing For Brochures, with Dr. Glen Thomas This lecture will help you recognise the purpose of brochures, organise messages, recognise different message strategies, lay out of brochure text, and examples. Brochures can be used for a wide range of messages, with a small amount of text. The general idea of the brochure must be made clear, because the chances are, you only have 400 words. The quality will vary, from glossy expensive brochures, to the average A4 paper sent through the photocopier about a million times. Good brochure text from the client’s perspective, should deliver the content that the client wants, provides the tone/image you wish to create, get the correct actions and reactions from the reader, makes sure that the client is easy to contact, clearly identifies the client and will be appropriate for the intended audience. From a reader’s point of view, good brochure text will answer their questions, tell them what to do, be easy to understand, speak directly to their circumstances, provide relevant examples or guidelines, capture their interest, be credible and concrete, describe the topic clearly (if needed), and the front will either generate interest or explain the topic. A good brochure will have good text structure: The hierarchies will be clear, be easy to follow, move from general to specific information, highlight the most important information, have headings that are both informative headings, will have an appropriate level of redundancy, and won’t look like huge blocks of information. Information will be provided in an appropriate order, with a clear and logical sequence of information, and the text will fit within the design. Stylistically, you want the brochure to be active, direct, clear, simple, and jargon will only be used when relevant. Sentences should be kept short and concise, and the structure should be parallel, and linked to the relevant photographs, which in conjunction with a relevant and interesting design. It should provide information without too much spin, while keeping the main point of paragraphs clear. Vagueness should be avoided, and bullet points should be used well. When organising the message, start with the introduction. How will you grab the attention of the audience? What will establish a relationship between the brochure and the reader, and what will make them read? In the main text, consider the order of ideas and how they should be arranged. In the close, how will you unite the points, and what is your call to action? Remember that the close is not nece
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