10 Pointers on Creating a Tri-fold Brochure
10 Pointers on Creating a Tri-fold Brochure
1) You need a tri-fold brochure before you need a website. You can refer prospects to your website, but they may never visit it. A solid piece of paper in their hand after an in-person meeting, a “leave-behind,” will at least be scanned.
2) You should include your photo (or the President’s photo) in your tri-fold brochure. Even in this electronic age, people still like to look at the person they are doing business with.
3) You should place a logo of your company on the cover of your tri-fold brochure. Logo development shows prospects you are a serious organization. It also demonstrates your style, creativity and approach to business.
4) Underneath the logo, your company’s function should be summarized in a short slogan. This slogan should differentiate your firm from your competitors or emphasize your core competency.
5) A crucial point: your tri-fold brochure should be created as a Word document. Graphic designers hate working in Word, and they will do everything possible to dissuade you.
However, the text of a Word tri-fold brochure can be updated as your company evolves. As long as you keep the length of the text the same and maintain the graphic elements, you will have a living document. Otherwise, it will quickly become stale.
6) The inside front flap of the tri-fold should be used for bullet points summarizing the rest of the piece. This area should also include some white space to give the brochure a less crowded look.
7) The end of brochure, typically the back of the pamphlet, should include a call to action. This should provide readers with an option if they are considering your company’s services. It can involve a free consultation, a special deal or a guarantee.
8) The content of the brochure should include brief descriptions of your programs, a short bio of the President (next to the photo) and a client list, either for your current company or from previous experience. If you are involved in a very competitive industry, you may wish to avoid listing current clients. Also, avoid including specific prices for your services. They do not belong in a tri-fold brochure.
9) You should print your brochure on glossy paper of sufficient weight to avoid any see-through effect.
10) If you create your company’s tri-fold brochure prior to establishing a website, you will also want to modify the brochure for electronic transmission. This will involve some minor modifications to the layout. Otherwise, the panels will be in the wrong order for easy viewing by e-mail.
10 Pointers on Creating a Trifold Brochure - To learn more about this author, visit William Gissen's Website.
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Creating a tri-fold brochure is an important first step for any start-up organization. Based on my experience with a wide variety of clients, here is some basic advice.
1) You need a tri-fold brochure before you need a website. You can refer prospects to your website, but they may never visit it. A solid piece of paper in their hand after an in-person meeting, a “leave-behind,” will at least be scanned.
2) You should include your photo (or the President’s photo) in your tri-fold brochure. Even in this electronic age, people still like to look at the person they are doing business with.
3) You should place a logo of your company on the cover of your tri-fold brochure. Logo development shows prospects you are a serious organization. It also demonstrates your style, creativity and approach to business.
4) Underneath the logo, your company’s function should be summarized in a short slogan. This slogan should differentiate your firm from your competitors or emphasize your core competency.
5) A crucial point: your tri-fold brochure should be created as a Word document. Graphic designers hate working in Word, and they will do everything possible to dissuade you.
However, the text of a Word tri-fold brochure can be updated as your company evolves. As long as you keep the length of the text the same and maintain the graphic elements, you will have a living document. Otherwise, it will quickly become stale.
6) The inside front flap of the tri-fold should be used for bullet points summarizing the rest of the piece. This area should also include some white space to give the brochure a less crowded look.
7) The end of brochure, typically the back of the pamphlet, should include a call to action. This should provide readers with an option if they are considering your company’s services. It can involve a free consultation, a special deal or a guarantee.
8) The content of the brochure should include brief descriptions of your programs, a short bio of the President (next to the photo) and a client list, either for your current company or from previous experience. If you are involved in a very competitive industry, you may wish to avoid listing current clients. Also, avoid including specific prices for your services. They do not belong in a tri-fold brochure.
9) You should print your brochure on glossy paper of sufficient weight to avoid any see-through effect.
10) If you create your company’s tri-fold brochure prior to establishing a website, you will also want to modify the brochure for electronic transmission. This will involve some minor modifications to the layout. Otherwise, the panels will be in the wrong order for easy viewing by e-mail.
10 Pointers on Creating a Trifold Brochure - To learn more about this author, visit William Gissen's Website.
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Michel NerayMichel Neray has over 25 years of experience as an award-winning copywriter, an Internet pioneer, a tradeshow pitchman and a senior sales and marketing executive. An online pioneer, he was one of the first marketing professionals to embrace the Internet by building websites as early as 1993. In 1994, Michel co-authored a book entitled "The Great Crossover: Personal Confidence in the Age of the Microchip", which made it to Jack Canfield's Achiever's Recommended Reading List. Michel founded Portfolios.com in 1995, the world's first online source directory for creative professionals and one of the first websites based on community generated content. Since creating The Essential Message in 2003, Michel has helped thousands of independent professionals and entrepreneurs as well as growing corporations find a better way to differentiate, position and brand themselves. In 2005, his chapter "Everything Starts With A Conversation" was selected as the lead for the book, "Sales Gurus Speak Out" and re-published in 2008 for 'Awakening The Workplace Volume 3'. He is also a co-author of "In the Company of Leaders" (2008) with 40 top North American leadership experts. - Visit Michel Neray's Website |
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 William Gissen (Visit William's Website) Willy Gissen founded Cut-It-Out Communications (www.cioed iting.com), a full-service public relations agency, in 2003. Previously, he served as Vice President for a PR firm with international clients and on a gubernatorial communications staff. A Harvard graduate, he has published many articles on PR (see www.cioediting.com/cont ent).
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