The leaflet does not need to tell the whole story of the company. It should quickly explain the subject, show the most important information and point out a simple next step for the recipient concerned.
Start with a sentence that explains the offer
The recipient should recognize what the material relates to before he starts reading the details. The general password can build the mood, but needs a specific development. The service name, its purpose and basic benefit should result from the actual offer.
Do not add promises that the company cannot confirm. The wording “for everyone” or “the best effect” usually explains less than the information you solve and under what conditions.
Split interest and development
On the first page you can highlight the subject and the main message. The second should develop information rather than repeat it in a different layout. Contact must be easy to find without guessing which page is the beginning.
For example, a design consultation leaflet can explain in the front who the meeting helps, and at the back show the scope of the conversation and the way in which it is recorded. It does not need to contain a full description of all services of the company, if it concerns one specific action.
Select the information needed before contact
With a long description, extract a few issues that help you to make a decision. These can be the scope, way of participation, place, deadline and necessary preparation. Variable or extensive details can be placed on the updated page to which the leaflet leads.
Check during the editorial:
- whether each sentence brings new information;
- whether the terms and names are understood;
- whether the conditions contradict each other in different places;
- whether the distinctions show hierarchy;
- whether the address and contact details are complete.
Test without additional translation
Show a sample to someone who has not participated in the project. Ask what the offer concerns, for whom it is intended and what you need to do next. If the answer requires your explanation, correct the text or order of information.
It is only after the content has been arranged that work out its composition. Too small a font can be a symptom of excess material, not lack of space in the project. See adjustment of the leaflet to distribution i submission of observations to the schedule.
