Business Brochure Writing: What is "Tone" and Why It's Important
Many things make up "tone." The words you use in your brochure. The length of your sentences. The colors you use. The font. The punctuation. The type of graphics or photos. The graphic design.The type of paper you use.
To give your brochure its proper "tone," all of these elements need to come together, giving it one particular feel.
"That's nice," I bet your saying right now. "Wake me up when you're done with your artsy lecture."
Whoa, pardner! Back up the Mac-or park your PC--right now & listen up.
This is not some fancy-schmancy, high-falutin', artsy-fartsy, fuzzy-wuzzy concept. It's real. And it has real (read: "bottomline") consequences.
I'll start by describing an actual brochure I saw, one that I've used as a very bad example, during the brochure workshops I've given in the Detroit area.
This brochure was on a very sensitive and heart wrenching topic: domestic violence. It was done by a metropolitan agency to either a.) make the public aware that domestic violence hurts children and is, by extension, child abuse b.) warn the perpetrators of the crime that it is, well, a crime. (For starters, this brochure was so poorly written, it was hard to decipher who it was aimed at. In fact, it stumped my workshop participants.)
Now, writing this brochure unsure of the target market wasn't the least of its problems. Here is where we get to tone.
It was a harsh 1-color (yes, 1-color---black type on white paper.It looked like something dashed off and photocopied.) brochure with large type & sentences that seemed to scream at you. The header read: "There is NO Excuse, DOMESTIC VIOLENCE It's A Crime!" The word "you" was used, but in a harsh, high-handed tone: "What you should know about . . ." followed this screaming headline.
It got your attention, alright. But its tone was so shrill and harsh, it didn't invite me in, to learn, to get help. It only pushed me away.
So you see, "tone" is very important.
Now, I'll explain another example - also from a government agency and dealing with children - that does a much, much better job.
This brochure was 1-color also. Only it was done by a graphic artist who knew how to use many shades of grey, screens, and other techniques to make what was originally black into a soft, warm, inviting picture. In the center of the brochure were black and white photos of 4 smiling children, each of a different race.
Above the kids was the header: "The Health Insurance You Need"
In the center of the kids was a circle with the words "MIChild," the acronym for low-cost children's insurance, playing on the zip code abbreviation for the state of Michigan. Instantly known to its target market.
Then, at the bottom of the brochure-still on the cover-were the words "At a Price You Can Afford," followed by the toll-free number.
The whole tone of this brochure is "We want to help you. We respect you. We understand you." (And that's just from reviewing the cover!")
See the difference? Even though both brochures were from government agencies, even though both brochures were only 1 color, the difference between them is vast. As, I'm sure, were the results.
In these brief paragraphs, I've given you just a tiny glimpse of what tone is and why it's important. There are many more examples in kinds of "tone;" how each "tone" is accomplished with the words chosen, the sentence length and structure, the type of paper, etc.I hope, however, that in these brief paragraphs you can begin to understand tone and its importance. And, most important, you can understand how you can apply it to your own brochure.
(c)CSC Group, LLC
Related Tags: writing, marketing, business, business writing, brochure, business marketing, manual
For more than 20 years and now as founder of Purple Eagle Marketing, Sandra Eggers has been writing persuasive marketing copy for clients both big and small, including CNA Life, the Arthritis Foundation and Holiday Inn, helping them attract more customers, increasing their sales. To hire her for your next project, check out: http://purpleeaglemarketing.com
For more practical tips, tricks and information to creating effective brochures - even if you can't write - check out http://brochurecopysecrets.com
Your Article Search Directory : Find in ArticlesRecent articles in this category:
- Is SEO Optimisation Important Today?
Those who have tried setting up their own websites know just how competitive the online market reall - How to Shop Fearlessly, Look For Bargains, And Save Time and Money on the Web?
With the advent of online shopping, going to outlets and discount shopping centers may become an act - Roll Up Stand Changing Vendor Booths
Most people have been to trade shows, home shows, state and county fairs and other places where ther - Achieving Your Advertising Goals With a Roll Up Stand
Advertising is a common function of a business. However, it requires creativity and hard work to ens - Trade Show Displays and Expos
Trade Shows and community business Expos provide a captive audience for your business, to get the wo - How to Make Sure Your Newsletters Are Sent Out on Time
There are three key elements to making sure your newsletter is delivered on time: People, planning, - Portable Displays - Trade Show Displays
Portable Displays are the best option for exhibitors when it comes to Trade Shows. Portable Displays - Banner Displays - a Great Portable Display
Banner Displays are considered one of the most portable displays when used for trade shows. They com - Small Business Reputation Management - Your Small Business Information Could be Wrong
Bad information could be out there circulating on the Internet this very minute about your business - Eight Guidelines For Writing Newsletters That Engage Your Readers and Build Your Business
Want to write newsletters that engage your readers and help to build community? Whether you are a sm
Most viewed articles in this category:
- Adsense Is Making Me Rich
I want to talk to you about the power of Google AdSense and how you can use it to generate not hundr - How to Increase Your Business Using the Esoteric Science of Radionics
As a small business owner, there are an amazing number of difficult skills I need to master so my bu - 14 Top Lead Generation Tips
According to former Harvard Business School professor David Maister, typical marketing practices are - More Marketing Dope
Direct marketing can make you very successful, but you’ve got to understand the basics. Here a - The State Of Paid-To-Surf Programs Today
What a difference a year can make. 12 months ago, auto surf programs were at their peak. More an - Should You Open Up An Ebay Store?
Ebay has provided some amazing opportunities for many people to earn online. This widely popular au - Is Adsense A Good Idea?
For many webmasters, Google AdSense has become a great revenue generator. Since the program pays th - The "Coat Of Arms" Revisited
Recently I listened to a interview with Mark Joyner and Gary Halbert about Gary's famous "Coat of Ar - Brand Loyalty
It's a challenge getting consumers to remain loyal to a particular brand. Unlike the good old days w - The Hottest Affiliate Ebooks Out in the Market Today!
Affiliate Project X is a great affiliate marketing ebook. Totaling only 50 pages you could have your