Two Different Readings

There are two different but important ways you need to look at your brochures if you want them to be effective in the end.

Brochure printing will naturally be attached to a slightly longer marketing message than other forms of advertising. This means you know it will take people longer to see what your message is and you know you’re going to potentially have to hold their interest for longer because of it.

Knowing these things you have to go into your marketing considering two different things. The first is what your brochure says in its entirety, and the second is what your brochure says if you just glance through it briefly.

This will cover the two primary ways people will look at your brochure. The first group is going to actually sit down and read through everything that your brochure says, while the second group is going to just skim through it and nothing else.

Pleasing the first group is often a lot easier to do than pleasing the second one, and I see plenty of well made brochures out there who will make a person who reads through the whole thing happy. This is often the primary goal behind designing the brochures. They ensure that if you take the time to read through everything you’ll get all the needed information.

Something to consider though is that the second group is likely to be the bigger one by quite a bit. I’ve been part of that second group many times before, too. I’ll only give a brochure a brief once over, flipping through it to see any major points, and if I realize I have to read carefully to get any information, I’ll just give up.

All brochure printing needs to be done with both groups in mind. You have to be aware of the fact that you have to design things so that if you glance over it you’ll be able to figure out what the brochure is about and what all the major points are.

Do this by having strong headlines that convey basic messages. The title of your brochure lets a person know what the brochure is about, and then each headline gives them further details. They can then read the actual text below the headline to get even more information, but just reading the headline will still provide them with enough basic details to understand what the brochure is dealing with.

This not only makes the second group happier, but increases the odds of them turning into the first group. A quick glance through can easily lead to a full read if they like what they see. This is why people glance through because they want to read it, they just want to make sure it’s worth their time.

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