Writing Effective Brochures

Writing Effective Brochures

A brochure is a one to four page piece that describes in brief, a product, solution or architecture.

Brochures are intended to provide customers with additional information on corporate offerings, and are used by sales personnel to persuade customers to purchase a product. The brochure – also called a data sheet, product brief or solution brief – describes the main features of the product, any specifications for its use and is usually accompanied by either a picture of the product or an architectural design, illustrating the solution. Other brochures resemble more of an advertising piece.

Writing effective brochures is an art as well as a science. It requires a combination of competent writing skills, knowledge of the market for which the brochure is intended and the ability to creatively combine and integrate information about a product into a coherent and convincing piece. This article is intended for the novice marketing writer or the technical writer who is interested in writing corporate brochures.

Understanding Your Customer

Your brochure needs to be targeted specifically to the market for which it is intended. Before starting to write, you should identify the potential customers and familiarize yourself with their needs and requirements.

Here are some strategies that you can use to gather information about the market and your customer:

• Identify, together with your marketing team, the potential markets for the brochure and agree to focus on a specific market segment for the brochure (see below).

• Visit the web sites of the customers you are selling to and the web sites of your competitors. You should be able to gather information on the type of products that are being sold and how these are presented.

• Analyst reports provide in-depth and useful information about the current state and future development of the market. You can use these to clarify or even to quote in your brochure, to give weight to the benefits of the solution or product that you are describing.

• Determine who are the decision makers in the targeted customer company and what type of information they are looking for in the brochure. For example, are technical data or figures going to convince them, or are they looking for a more high-level, descriptive explanation of the benefits of the service/product to their company?

• If possible, visit the sites of potential customers and talk to them about their needs and what they are looking for in a solution (either informally, or through a structured questionnaire). If this is not possible, then ask a member of your sales or marketing team to provide you with this information.

3 B) Business Benefits The bottom line for most corporate customers is “how will this product or solution benefit my business?”

• What are the unique selling points of the product? No other supplier in the market has these features. The brochure should emphasize these features as the relative advantage of the product over its competitors.

• What are the major selling points? These features are essential to the customer, but may also be offered by your competitors. The brochure should emphasize these features as an integral part of the product.

• What are the nice to have features? These features may provide added value to the customer, but are not essential to his/her needs. If there is space to mention some of these features, they should be referred to as “value-added” features, towards the end of the brochure or on the back page.

D) Product Categories When organizing information in the brochure, it helps to break it down into standard categories, under key word titles, such as the following:

• Openness – can the product be integrated into an existing platform or with third party equipment? Are there APIs or SDKs available for integrating and customizing the product?

• Standards support – will the product work with the systems of other vendors? Is it based on proprietary technology or on a standards-based solution?

• Security – does the product provide security measures, to prevent fraudulent use or abuse? Are corporations and end-users protected when using your product?

• Reliability – how reliable is the product? Have any reliability measures been attained? Are customers satisfied with the reliability of the product?

• Redundancy – are mechanisms in place for redundancy and failover, in the event that one element in the system fails?

Brochures must be written neatly, crisply, giving the information in a nutshell.

Writing script for a TV ad

How to write a TV commercial script

TV commercials are not like other media, such as print or websites.

A reader browsing a website has plenty of time to absorb information and can even reread copy that is interesting or informative.

However, TV commercials happen in real time. Most local spots run 30 seconds. That’s all the time you have to tell the viewer about whatever you’re selling. When it’s over, it’s over.

Of course, an advertiser will run commercials more than once, so viewers may be able to see your spot several times. However, the number of times it runs is out of your control. So you shouldn’t rely on repetition to get your message across. It should be clear and complete even if seen just once.

It’s also important to remember that the small businesses who run local TV ads don’t have a big budget. The owners usually operate brick-and-mortar stores and want to attract local customers. Your commercial can’t waste time on clever visuals or dialog. It must introduce the business quickly and give viewers a reason to go to the store.

The 30-Second TV Commercial Formula

There are many ways to structure a TV commercial, but for our purposes, let’s stick to the standard “voice over” spot. This means that an announcer reads about 30 seconds of copy accompanied by synchronized video. (Technically, a 30-second commercial is 28.5 seconds. You lose about one and a half seconds to fade the video up at the beginning and down at the end.)

So you will write a script consisting of two elements: the audio (announcer’s voice over) and the video.

If there is anything like a formula for writing a local 30-second TV script, it’s this:

1. Say it.

2. Explain it.

3. Repeat it.

SAY IT.

With only 30 seconds to work with, you don’t have much time to build a mood or be clever. You must get to the point with the first sentence. Come right out and say what the spot is going to be about.

“Save 50 percent on all living room furniture at Finley’s Furniture!”

“Sun Bank offers you the lowest rate home equity loans in town.”

“Buy your dream car at Nolte Chevrolet for just one dollar down!”

The lead sentence in a commercial is like the headline in a print ad. It must get the viewer’s attention, select the appropriate audience for the message, and make the viewer want to know more.

Along with the announcer speaking this lead sentence, you will need to show a visual to go along with it. 

If the commercial is about saving 50 percent at Finley’s Furniture, you could show an attractive set of furniture with the words “Save 50%” on the screen.

Words on a TV screen are generally called “chyron” or “CG” for character generator. So when you write the announcer’s first sentence in the audio column, you will also write instructions for the video and CG in the Video column.

EXPLAIN IT.

After you SAY IT, you need to EXPLAIN IT. If your lead sentence is successful, you now have the attention of the viewer and must spend a few seconds sharing additional details.

If your lead sentence is “Save 50 percent on all living room furniture at Finley’s Furniture,” you could show various brand name pieces of furniture with audio that names each one.

Or to keep it simple, the audio may be nothing more than “Save 50% off traditional furniture. Save 50% off modern furniture. Save 50% off sectionals, tables, and lamps.” And so on.

REPEAT IT.

Finally, after you SAY IT and EXPLAIN IT, you should REPEAT IT. This sounds pretty simple, but a lot of writers forget this.

Remember that your audience is not necessarily a captive one. Attention spans are very, very short.

With remote controls and hundreds of channels to choose from, you can also expect many viewers to come into your spot late. They may be interested in what you’re talking about, but if you don’t repeat your “headline,” you run the risk of loosing a sale.

Often you just need to repeat the idea in the lead sentence and, since you’re probably urging people to show up at a store at a particular time, give the location and time. Like this: “Save 50 percent on every piece of living room furniture in the store. This weekend only at Finley’s Furniture. 123 Main Street in downtown Groveport.”

On the screen, you could show “Save 50%” plus the date and address, along with a picture of the outside of the store.

Quick Tip For Writing Local TV Commercials

What you have to learn is how to build the words, images, and CG so they deliver a clear, complete message in just 30 seconds. So here’s my tip: Set up your DVR or video recorder to capture a few dozen local TV ads. Then watch them carefully and transcribe the audio and video images.

After doing this a few times, you’ll start to get a sense for how local TV commercials are put together. Eventually you’ll be able to write a script on your own. It may not be an award winner, but it will probably be good enough to get the job done.

Writing TV News

Write a TV News Script

Writing a TV news script is not as easy as it might seem at first. You might think that all you need to do is cover the simple five W's and one H (who, what, where, when, why and how), but it's actually more complex than that.

Writing a news script is structural and strict in a sense that you need to cover all the facts. However, it is also predictable because there's a certain pattern that needs to be followed.

Parts of a News Script

Writing for a TV newscast is a challenge and it could be difficult at first. Knowing the main parts of the script will help.

1  Introduction, or "The Readers".

This is the first 30 seconds, an introduction read by the news anchor in the studio. It is commonly called RDR or "The Readers". There are no videos included in the script yet, only a photo of the headline and the anchorperson is seen on the TV screen.

Lead. A lead (spelled lede by journalists) is a one-line thesis statement of the report. It consists of one sentence. It introduces the main topic of the script.

Five W's and one H. These are the; who, what, where, when, why and how questions. Answers to these basic questions are briefly written for the RDR and are assessed one by one in the body of the report.

Writing the RDR. Since the readers or RDR only lasts for 30 seconds, it has to be substantial. But you do not need to squeeze too much of the message into one paragraph. Here is a guide on how to write the RDR: 

Use simple but compelling words. The lead is the first sentence that the anchor says, so it has to be inviting. The viewers, upon hearing the lead, should be hooked to watch the whole report or segment. 

Use words that appeal to the senses and interests of the viewers.

One thought at a time. The viewers will only hear the RDR once. It's vital to keep sentences short but clear. Limit sentences to 15 words or less because it is easier to digest and reveal the idea of the story using simple and clear information.

Do not say 'quote.' If the headline is about what the President said, never use phrases such as "...and I quote". Remember that you need to give a succinct message, or it could create confusion for the viewers.

Cover only the main thought of the report. Analyze the story carefully and identify what particular W questions you should provide answers to in The Readers. It may only need three W's and one H to project the story summary in the introduction.

Introduce the name of the reporter. Include in the script whoever is the reporter of the story. If he is reporting live in an area, recognize that so and so is reporting live, from such and such a place in the script, and if it's an exclusive report, specify this in the script too, because the reporter deserves a credit.

2 Body.

This is the meat of the report. Writing a script for the body is a bit complicated, especially if it is your first time. The technique for writing this part of the script is to digest the information mentioned in the RDR.

Components of the Body: 

Videos. These are the footage caught by the videographer and reporter during the day. It may also include file videos from past news reports or from online video sharing sites.

Voice Over. This is the reporter's voice reading the script as the video plays.

Natural Sound. This the background noise of the location of the event or report. It may be the quietness of a night, tidal surges of the flood, or the sounds of a New Year's fireworks. These are also called "natsots".

Interviews. Every report has interviews. The reporter might have gotten plenty of interviews but the interviews should be limited. Include at least two interviews in the body of the report.

Piece to Camera. This is the reporter directly talking to the camera. It may be live or recorded, and can also called a "stand-up".

Pictures. Pictures are used when there are important events, statistics or any factors that should be included in the report. These include sketches, screen captures from public information sites, or old photos.

The news report usually has a maximum of three minutes of story-telling time. Sometimes it is less, sometimes more. The script must explain the necessary details in that time frame.

3 Conclusion.

This last part of the report includes a temporary resolution to the story. Never leave the audience hanging. Always include a statement that gives a follow-up information or assurance to the viewers.

Organization of a News Story

A story should have a smooth flow and development. There are several styles to writing a news script, but the basic organization is as follows:

1  Introduction.

This is a brief summary of the story and the mention of the thesis statement or lead.

2 Establish the Scene.

Write the basic details that answer the questions to the five W's and one H. What is the story all about? Who are the people involved? When did it happen? What date or what time? Where is the setting? Is it a local or international issue?

3 Recognize the Issue.

This is the part where you elaborate on the issue or the event. Why did it happen? What is the issue or the event about? What are the factors that made the issue arise? And how did it happen?

4 Addressing the Issue.

This includes the action items that can be done. A story should present possible solutions to the problem. The script must reveal that the story is well-researched and, provide substantial information.

5 Follow-up.

The story should be moving forward. There will certainly be another follow-up for the following day's event. Include in the script that the news team will continue to cover the issue.

Proper Format in Writing a News Script

The news script is divided into two parts - the audio and the video part.

Audio

This is usually on the right side of the page. It includes everything that is heard on the report, such as the voice over, natural sound and sound bites. Here are some guidelines on how to make and choose the right audio:

1 The natural sound or natsots should be clear and a bit louder.

It catches the attention of the viewer because natural sounds bridge familiarity.

2 Voice Over.

The voice of the reporter must match the tone or mood of the story. If it is a tragic news report, the tone should be serious and authoritative. Good news will require a cheerful voice with lively intonations. A good voice over is clear, precise, authoritative, alive and sensitive. The voice practically describes the video. It should match what is being shown at a particular time frame.

3 Place sound bites on transitions.

This serves to communicate that a new angle of the story is about to be told.

Video

This is located on the middle part of the page and it complements the audio. What is being described in the audio must be included in the script.

Here are the steps on how to write the video part of the script:

1 Gather the materials you need.

Get the tapes used in shooting, prepare a pen and paper and a video camera to view the shots.

2 Preview the file footage and determine the important videos and dialogue of the person being interviewed.

3 Select the video clips you will use and jot down the time at which that specific clip appears.

This will help the editor in cutting the video clips you need.

4 Describe what can be seen in the videos.

Include it in the script to serve as a guide when finishing the story

5 List the basic shots in the videos.

Timing

This is on the left side of the script and it basically includes the timing of the videos and audio. Below is an example of a news script.

Live News Reporting Script

Reporters who are reporting live from a location do not have much time to compose a detailed and well-structured script, especially when they are covering a historical event. The anchors in the studio, and the reporters on the field are exchanging details, questions and information live on television.

It's not that easy to come up with a good script while reporting live on camera. There are times when a reporter forgets their points of discussion. The secret is focus. Remember that you are reporting for the viewers and that their concern should be your utmost priority. Ask questions as if you are the viewer. A live reporter, even under pressure, knows what the audience would want to know or ask from a report. Here are tips on how to make a good live report:

1 Have your own notes.

If you are a reporter that has been sent to a location to cover a specific event or story, there won't be a researcher besides you. You need to do your own research and compose your own report. It's so much easier if you have ample time to write the report, but if not, then you will have to report the news you've gathered live on TV. Reporters often learn the hard way that their training is basically being sent to far-away areas just prove their worth. That is why it's important to take notes, and also to always see the other side of the story, and attempt to report without a specific slant.

2 Talk to People in Authority.

There are subjects that are difficult or very technical to explain for a reporter, which is why a good resource person is necessary. You should familiarize yourself with people from the government, doctors, specialists, experts and other resource persons who are specialists in their fields. For more credible information, invite these specialists to be interviewed live on camera. But make sure you brief them beforehand, and that you have already discussed the questions you'll ask prior to the live airing. This will help him/her be prepared.

3 When reporting with a co-host, listen attentively to his ideas and opinions, and react accordingly.

You are given a partner for a good reason. A good newscast reporter also knows how to converse well with a fellow news reporter live on camera. The interaction must feel natural. Humor and wit are also important, especially when discussing light issues.

4 Do not lead the interviewee on.

Your purpose is to ask questions for clarity. Let the subject lead the story buy providing the correct information. Ask follow up question according to what he/she said, but never assume. The last thing you want is to be humiliated on national TV.

5 Keep a balanced opinion.

News reporters are messengers. They report based on facts and they do not necessarily interpret it according to their own biases, however, there are times that reporters add their personal views topics. This is fine, provided the views are not prejudiced.

Writing for Television

Writing a TV Script

Choose a topic. If you have the opportunity to choose the topic for the script prepare to give it some time. The hardest part is going from 0 to 1.Get a piece of paper or open a new document on your computer's word processor. Write down any show ideas you have in your head. Write down what is happening in your own life for inspiration.Once you have finished this list, you will have a good amount of topics to choose from.

Pitch the idea. Talk to people you trust about your idea. If many seem to like, it might be the right idea to invest time in. Follow your instincts.


Make your decision. Even if your best topic is not the most popular, if it seems to have a chance, try it out. 


Begin researching. Before you start writing your own story you might want to look at outside sources. This will help you get good new ideas and break with old ones. Remember, you don't want to show your producer something s/he's already seen!


I   Understand Script Elements

Decide the story. This is probably the most important part of your work, as it's where the guidelines for the rest of the project should be set. Most of the steps on this section will be developed at the same time, you must try to keep ideas sorted all the time to ensure coherence and prevent mistakes. There are no rules about how to do this, but you should look for a method that works for you. Some people will draw on a sketch book, others will write everything on cards, mind mapping, software assisted, etc., you should try what works better for you.

Brainstorm your idea. Once again, write a list of ideas for your story. This is where you should think of the overall storyline of the show. For example, Glee is a wildly popular and amazing show about high school students with different personalities and they all happen to be in a glee club. With romance, comedy and drama you become hooked to the mini musical every Tuesday/Friday. An interesting and original plot is vital for a captivating show, so put a lot of thought into it.

Choose a genre. Consider the plot of your show and try to decide on a genre that best fits. Is it a mystery, soap opera or comedy? The possibilities are endless and it's possible for your show to fit into multiple categories. Glee, for example, would be a musical comedy drama. Then you must carefully define your objective market, there is a world of differences between writing a show targeted for kids from 2-5 years and a teenagers soap opera, or between a show that should be broadcasted on an American TV station, and one that will be watched by Asiatic people around the world.

Write A Pilot. You'll need a pilot if your show ever gets filmed. The pilot is what gets people interested in your show. It has to be filled with detail but at the same time, you have to leave your audience craving for information so that it gets viewed they will want to see another episode.

Develop a Setting. Describe some of the main settings in the show so that later on you can reference to it if your show ever gets filmed. Timeline, epoch, weather, locations, dresses, languages and idioms...


'Develop a Character Relationship List. With this step, you need to make three lists. A Conflict or Disagreement list- this will be a list of two or more characters that just simply cannot stand each other. You may want to include on the list why they fight and what they fight about. A Friendship List- Write down groups of characters that are friends. Also write how strong their friendship is and if it will last the whole show. A Love List- write down two characters that are dating, married or like each other and will eventually get together during the show. 

Pitch, again and now more than ever. It's really critical to get your work done right on this stage. If you make a mistake here it will be harder and more expensive to repair it later. For this reason it is strongly recommended to get help from some other people with more experience.


Develop the details. Now, if you hadn't done it already, you should take care of picking all the details for your project. Be sure to double check your finer details for consistency:

1. • Plot
   • Setting
   • Characters
   • Special items or tools

II    Write the Script


Get all your work together and start writing your script. Use a standard script template to help you with formatting. If you're writing for a contest, they should give you the proper regulations to follow in order to present your script, or your producer or director should tell you the specifics of your delivery. Anyway the form of the basic script template should be the same for all of them.

Proofread. There is nothing more valuable for getting better than experience, and the person who started writing the script is definitely different than the one who finished it. Read it again and correct what should be corrected.