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Sometimes you just can't fit everything you want to say into a postcard or poster, and so you go for the long advertisement like brochure printing.
Here's the issue that often comes up, and many companies don't stop to consider.
Now, something the majority of companies already know about a postcard is that you need to grab a person's attention fast. The same could be said of posters as well. If you don't grab and hold their attention then you won't be able to get your message across to them.
These are both very short forms of advertising, which means you need less attention in order to get your message across. The thing about brochures is that you still need to grab their attention in a similar fashion. But because a brochure is that much longer you have to do that much more in order to grab and hold them.
A solid headline will usually be enough to get someone to take the time to look over a postcard. Even a flashy enough image could accomplish that much, but with a brochure you need more than just a single hook.
The first hook is what makes someone glance over your brochure, but that doesn't mean by default they're going to read everything else it has to say.
You need to have headlines that let a person know what each section is talking about. You need a good index that covers each point you plan on going over. You need all of these different cues so that when a person just glances across your brochure they'll understand what it's about and what the various points are.
They might not know all the details of those points, but that isn't as important, because you're just trying to get them interested.
And even if they don't end up reading the entire thing your brochure printing hardly went to waste, because they still know what each point is you were talking about. The details aren't always the most pressing concern.
Every brochure you make needs to be designed from the perspective of a person who is only going to give it a passing glance. Do a test. Have people who don't know anything about your brochure glance over it and see what they come away with.
If they don't know anything that your brochure was talking about, you know you need to give it a little more work.
A brochure might be meant for a longer message, but that doesn't mean you don't have to hook someone's attention, and that doesn't mean you shouldn't get right to the point.