Layout of A Promotional Brochure
Most Christian ministries use a brochure as a promotional tool. In this article, we will take a look at how to layout a tri-fold brochure for an event that requires registration.
Outside Front Cover (1)
The Outside Front Cover must be an attention grabber ... it should capture the attention of your target audience, arouse sufficient interest to want to pick it up and open it. Here are some things to include on the Outside Front Cover.
Inside Front Cover (2)
This is the first panel that a person will read when he opens the brochure ... an important panel. Here, I would appeal to the emotions.
One of the techniques in persuasion is the "Yes" set. This involves a series questions designed to draw a "yes" response; the assumption is that when a person says enough yeses, he is conditioned to answer "yes" to whatever you ask. For example,
What I would do is to surface the desires/needs of your target audience and relate how the event will meet those desires/needs. Basically, answer the question "Why Attend?" Here's an example.
You will notice that I began with questions (designed to draw a "yes" response), followed by need statements that are probably true in most cases and hinted that the seminar may be the answer to their needs. It is important that the reader "feels" that this is an event not to be missed ... because most people make their decisions based on feelings, not logic. The latter is used to justify the decisions (already) made!Are you losing steam and lacking the energy to keep up with your easily-distracted preschoolers? Has the thought of giving up crossed your mind?
Who Should Attend?
On this panel, I would also include a list on "Who Should Attend?" As people go through the list, they would discover "Aha, that's me!" This communicates to these people that this event is specially organised for them. It is also important as potential participants can point to this information when seeking permission to attend.
If you include a list on "Who Should Attend?" then define your target audience sufficiently large. Note the last group in the following list for a Preschool Seminar brochure.
Outside Back Flap (5)
This is the second panel that a person will see when he opens the brochure. It is a good place for testimonials. If your ministry is not yet known in the community then this is where you can include a brief description.
Do NOT include any information pertinent to the event (like venue, date and time) on this panel. Why? Because the registration form for the event is usually on the other side i.e., Inside Back Flap (4). When the registration form is sent back to you, the event information (if they are on the Outside Back Flap) will be "lost" to the registrant.
Inside Back Flap (4)
The registration form is usually placed on this panel. Imagine the consequence of placing the registration form either on the Inside Middle Panel (3) or the Outside Middle Panel (6) ... the registrant would have two "orphaned" pieces of paper after he cut off the registration form to send back to you.
Create a sense of urgency by having a deadline by which people have to register to qualify for discount (e.g., "early bird" discount). In the registration form, ask only for information and personal particulars that are needed for follow-up. Your goal is to make it simple to register.
Give incentives for group registration. By giving a discount or a free gift, you automatically raise up "recruiters" who will try to convince others to sign up for the event. As people decide to register, they tend to draw their friends because one of the reasons why people attend an event or seminar is their friends are going too!
Inside Middle Panel (3)
On this panel, I will appeal to the intellect.
The inside middle panel should contain the event details (e.g., seminar topics and programme highlights). A brief biography about the speaker(s) should also be located on this panel; this adds credibility to the event.
Outside Middle Panel (6)
This panel may be left blank for mailing labels and the whole brochure can be used as a mailer without the need for envelopes. Alternatively, use this panel for any additional information you do not have room for on the inside panels.
Include a large watermark of your organisation logo to identify the brochure. Make this panel attractive enough to interest someone to pick up the brochure because this panel may be facing up (if left on a flat surface) instead of the Outside Front Cover.
To design an effective brochure is hard work but it is worth it. Our God has chosen to use us to accomplish His work on earth so we should give of your best. Moreover, only an excellent piece of work is worthy of God.
In this article, I mention the need to promote and persuade. We have taken human behaviour and thinking into consideration in the layout and design of a brochure but remember the brochure can only capture the interest of your target audience, you have to follow up with a personal call. Notwithstanding the previous that the brochure and our words of persuasion are not the foundation of our publicity. God is the One who can draw people. Remember ...
A horse is a false hope for victory;