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Probably the most interesting thing about brochures and leaflets is that they're seldom read in what we've come to know as the right order - as you would read a book. Rather in the same way that many people read magazines in dentists' waiting rooms, they will flick through brochures and leaflets and stop to take a longer look at bits that grab their attention.
Alternatively they'll flick all the way through and then go back to bits they've noticed and that have interested them. They're just as likely to flick through from back to front as they are from front to back.
What all this teaches us is that despite seeming logical, writing for brochures and leaflets in the form of a story that starts at the beginning, goes through the middle and finishes at the end , is not necessarily the best way forward.
Obviously you can't make every page stand alone with a message on it that says "in case you're flicking through backwards or only want to read this page, here's a summary of our corporate profile again." But there are some tricks you can use to get this random reading pattern to work a bit more effectively for you, rather than against you.
A lot depends on the type and style of brochure or leaflet you want to write, of course. In my experience , generally speaking the more specific the purpose of a brochure or leaflet the more likely readers are to read it properly and thoroughly.
If a leaflet contains assembly instructions, or a brochure contains technical specifications of equipment, there's a good chance that readers will start at least near the beginning and then work through towards the end. Once again, that's because readers will only get their full value from the leaflet or brochure - the "what's in it for them" - by reading it properly. Where you get the worst random grasshopper reading , however, is with the less specific documents like "welcome" leaflets or "corporate" brochures. So let's look at how we can minimize the problems with those.
Despite all of the above, often it is still worthwhile to organize your content in a reasonably logical order. Many people do absorb brochures in the usual order, and even if they don't they still expect to find the introduction at the beginning , the substantiations in the middle and the conclusion at the end. This approach is useful for the moderately subject-specific document, like a leaflet about a new service or a brochure about a new line of garden furniture.
The trick here is to put the main points in as crossheadings (some people call them sub-headings) in bold type, so that someone scanning the document will get the gist of your message even if they don't have time to read the body text.
You should also ensure that the crossheadings make sense in their own right and that understanding them is not wholly dependent on their being read in any particular order. Body text should support and expand on each crossheading and lead the reader towards the next one, but without creating a "cliffhanger" (in case the reader is going in the wrong order).
For the more general subject matter - the most likely to be skimmed , scanned, flicked through, read upside down or otherwise not absorbed properly at all - here's some advice from US writer John Butman from "Writing Words That Sell" which he and I co-author. |
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