Surely you have come across various flyers with advertising content more than once. Sometimes you threw them away without even opening them. Sometimes they could scroll through out of boredom or for the sake of interest. Of particular interest are small books with a bright cover. This is the brochure. It seems that it should be full of information, interesting and relevant. However, sometimes the contents of a brochure can be seriously disappointing. It's a marketer's challenge to make a potential customer "peck" the offer in the brochure.
Factual
You need to start the conversation from the basics. So, a brochure is a small book with a cover, but without a hardcover (most often). The first brochures began to appear in the book departments of France as early as the 17th century. The release of such publications is not regular, and the content is text. On the territory of Russia, a brochure is a non-periodical publication from 4 to 48 pages in volume. The pages are connected to each other withsewing, staples, helical wire or any other way. If you use staples, then the connection can be with two or three holes in the spine. These small books are distributed, as a rule, free of charge and are issued to attract the attention of customers (and inform) about a new service or product. A voluminous catalog brochure provides complete information about the company's product, backing up the text with juicy photographs, a detailed description, price list and reviews from previous customers. There are no restrictions on the form of execution. You can save money and order a text version on newsprint or take a full color gloss. By the way, this is one of the few cases when judged not by the cover, but by the content. If your product is really relevant, and the idea in the execution of the brochure is original, then you can limit yourself to democratic materials.
Let's analyze the concept itself
Obviously, a brochure is a kind of promotional item. In Russia, most often they publish it up to eight pages. This is the optimal volume to accommodate enough advertising information. You can highlight the main elements of the structure of the brochure. It must have a cover. Usually it is bright, with an intriguing headline, sentence or original thesis. Next comes the text block. This is a mandatory element, without which the brochure may lose its functionality. There can be little text only when photographs replace it in abundance. For greater durability, the brochure cover is laminated or varnished. And today the brochure is an effective means of advertising,but on the condition that marketers show imagination in its creation. Otherwise, it will be ordinary waste paper.
From history
It has already been said that brochures appeared in France. In translation, the term means "stitched", but today the process of assembling a "book" is called "booklet". In revolutionary France, active propaganda was carried out through such a product, cheap in production and capacious in content. The government reacted very harshly and banned the distribution of products. Over time, the pamphlets spread throughout the world. At that time, revolutionary sentiments among the masses reigned everywhere, and in Russia propaganda followed the analogy with France. An example is the period of the Putsch in 1991, when brochures were widely used by the opposition to spread their ideas.
Today, things are much simpler, and brochures are used not only to promote views, but also to advertise various products. In fact, it is impossible to imagine an advertising campaign without them. But only many people confuse the numerous types of promotional products. And really, how to choose the right product? All those brochures, booklets, flyers! There seems to be no difference between them. However, a booklet is a printed edition on one sheet folded in a notebook. A brochure is a multi-page publication. A leaflet is just one page with a minimum of information.
The booklet is quite small, so it contains the most important information about the product or event. The text should be structured and logical so that the reader can skim through it.
The brochure has more space, which means you can include detailed product specifications in it. Accordingly, this is not a purely advertising product, but also a way of informing.
Creation rules
If you need an effective advertising brochure, you will have to follow some rules when creating it. There are not so many restrictions and you can combine promotion, information and sale in one advertising product. First, it is worth bringing a short dossier about the company, a list of achievements. The following is a product catalog and a description of the benefits of working with this company. It would be nice to include a Q&A block, some product reviews and contacts in the brochure. The text does not have a clear structure and presentation format.
At important events
If you have a presentation of a product or service, it is quite logical to provide brochures to guests and jury members. So they will immediately receive a large amount of information and can form an opinion about the proposed service. Be sure to include all contact information in the content, provide detailed photos and provide feedback, that is, give reviews and a hotline number.
Do it yourself
And it is not necessary to spend a lot of money and place an order for products in the relevant agencies. Everything can be done through Word. The brochure is executed through a regular text editor. In the menu, select the "File" tab, the "New" command. Now in the same menu, select "Page Setup". ATin the options box, specify landscape orientation, a multi-page list, and select "booklet". Mark the required number of pages and the desired value for the margins. You can turn a brochure into a finished document by reopening it from the "file" menu. Charts and figures can be shifted during formatting, so correct the errors when you open it again. Now send your document to print by selecting the two-sided option.