After the first introductory article on using brochures and leaflets to promote a translation business, this week I’d like to concentrate on discussing what should be included in a leaf;et or brochure promoting your translation services. While there are no set rules and often breaking the usual pattern will grab the reader’s attention, we still should include some basic elements.
The specific layout and order of the contents will depend on the format you pick. For PDF brochures, you may very well go with A4, while printed brochures will often be smaller and tri-fold.
Below I’m presenting what you should remember about when preparing a basic outline of your brochure.
If you’re going for a tri-fold design, your front cover will be the first thing the reader’s going to look at. It is recommended to limit the amount of text on the front cover to the absolute minimum, preferably just containing your logo, slogan and an appealing graphic or image. If you’re designing a one-page leaflet, make sure that your header follows the same principle.
The goal of this section: to make your reader interested enough to open the brochure and read the text inside.
Slogan and headline
All the authors and trainers that I’ve listened to agree that slogan and headline is by far the most important part of your leaflet or brochure. A slogan is usually in a form of a question or a bold statement while headline provides more information to follow up on the question.
The goal of this section: to hook the reader and anchor his or her attention.
Features and benefits
Usually inside a brochure, features describe the characteristics of translation services provided while benefits concentrate on outlining what’s in it for your client. It is extremely important to include both on your brochure. Leaving out benefits will just provide your reader with information but no appeal, while leaving out features will concentrate on the sales pitch without giving consideration to the characteristics of your product.
The goal of this section: to explain what you can do and how it can benefit your reader.
Call to action
As every marketing document, a brochure or a leaflet must have a call to action. If you’re wondering what it is, think about all these leaflets telling you what to do: call now, buy now, order before the end of the week, etc. Make sure that your brochure or leaflet has just one clear call to action. Creating multiple calls to action will only confuse your reader. Don’t forget to make your CTA visible. The best place to include it is the bottom of a one-page leaflet or the second or third inner page in a tri-fold brochure.
The goal of this section: to tell your reader what to do with all the information you presented them with.
Usually at the bottom or last page, this section should contain all your contact information, including your company name, website address, telephone number, email and website address. You can also consider adding your Twitter or LinkedIn account details.
The goal of this section: to ensure that a prospect has all the details they need to contact you.