HOW TO WRITE A UTB BROCHURE
Take these points before beginning your brochure to effectively communicate your message to your audience. Once you have written your content, fill out a Creative Services request form to begin the design production of your brochure.
Answer the following questions as you begin to write a UTB brochure.
- What is the program or service the brochure will promote?
- Who are the primary readers for the brochure?
- What action do you want the readers to take after reading the brochure?
- What are the top 3-5 benefits that will entice the reader?
- Rank the benefits in priority order to be read.
- For each benefit, list 3-5 supporting facts.
- For each benefit, list other supporting items such as data, graphs or quotes.
- What is the contact information?
Organize your information in the following order.
- Subhead for each benefit in priority order
- Short paragraphs of 1-2 sentences supporting each benefit
- Call-to-action subhead (what you want the reader to do)
- Call-to-action paragraph
- Program or service summary subhead
- Program or service summary paragraph
- Contact information
- Review the UTB Style Guide for guidelines on writing style.
- Use short sentences and paragraphs.
- Use active voice instead of passive voice.
- Passive voice: The ball was thrown by Johnny.
- Active voice: Johnny threw the ball.
- Use positive form.
- Negative form: Don’t forget to register for classes.
- Positive form: Remember to register for classes.
- Keep it simple.
- Do not use clichés. (Leave no stone unturned.)
- Use clear language and avoid redundancy. (In order to.)
- Avoid plagiarism by citing your sources or writing original material.
- Including information that is for internal purposes only, such as the mission.
- Writing long sentences.
- Including timely information that will expire.
- Using technical jargon or terms that might be difficult to understand.