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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.
CONTENT
Answer the following questions as you begin to write a UTB brochure.

  1. What is the program or service the brochure will promote?
  2. Who are the primary readers for the brochure?
  3. What action do you want the readers to take after reading the brochure?
  4. What are the top 3-5 benefits that will entice the reader?
    1. Rank the benefits in priority order to be read.
    2. For each benefit, list 3-5 supporting facts.
    3. For each benefit, list other supporting items such as data, graphs or quotes.
  5. What is the contact information?
    1. Names
    2. Titles
    3. Numbers
    4. Emails
    5. Websites
    6. Addresses

STRUCTURE
Organize your information in the following order.

  1. Title/head
  2. Subhead for each benefit in priority order
  3. Short paragraphs of 1-2 sentences supporting each benefit
  4. Call-to-action subhead (what you want the reader to do)
  5. Call-to-action paragraph
  6. Program or service summary subhead
  7. Program or service summary paragraph
  8. Contact information

 

WRITING TIPS

  1. Review the UTB Style Guide for guidelines on writing style.
  2. Use short sentences and paragraphs.
  3. Use active voice instead of passive voice.
    1. Passive voice: The ball was thrown by Johnny.
    2. Active voice: Johnny threw the ball.
  4. Use positive form.
    1. Negative form: Don’t forget to register for classes.
    2. Positive form: Remember to register for classes.
  5. Keep it simple.
    1. Do not use clichés. (Leave no stone unturned.)
    2. Use clear language and avoid redundancy.  (In order to.)
  6. Avoid plagiarism by citing your sources or writing original material.

AVOID

  1. Including information that is for internal purposes only, such as the mission.
  2. Writing long sentences.
  3. Including timely information that will expire.
  4. Using technical jargon or terms that might be difficult to understand.

 

 

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