The simple answer is, “No.” Still, you’ll get conflicting opinions when it comes to how you should be reading a barrel roll trifold brochure. Accordion-fold brochures are much easier to figure out, but when faced with two panels at the same time, like the barrel-fold allows, you’re left wondering what the brochure creator’s intention was. The first two panels are a no-brainer, right? Front cover, inside front cover … then what does a reader do? Open the flap to reveal the inside of the brochure to continue reading panels left to right? Or read inside the cover, then the folded flap, then the inside?

OH, brother …

When planning brochure designs, this is an important thing to consider. It can take far too much time to ponder when a deadline is hanging in the balance, so the thing to do when designing one is to decide how much of the information flows easily together on the two or three inside panels, depending on whether the business brochure is three or four panel. If you have enough information between images and text to populate the interior panels smoothly, then you can break down the rest as follows:

• Cover – Only one purpose, to entice the reader to pick it up and open it – that’s it. It should include color and image. I like text as well.
• Back center panel – 1/2 populated with text or image, 1/2 contact information including contact name, company name, phone, fax, email, and Website.

So what goes on the right side folded flap? Since it will be seen the minute the brochure is opened, it could introduce the subject matter. It might, however, be the last thing read, so it can also be an exit. I think it should either be compatible with the information on the inside cover or contrast entirely with it. In that way you’ll be able to direct your reader’s attention to where you intend it to go. A contrasting folded panel causes the reader to want to open it up to see the inside and come back to the folded panel later. If the text on that folded panel is a continuing thought or theme to the inside cover panel, it will be natural to read it before opening it up to reveal the inside.

Scott Alberts says Shari and I are both wrong to refer to them as a three or four panel brochures, when they really have six to eight panels en totale …

We stand corrected Scott, thank you.

Is there a right or wrong way to read a brochure? Well, don’t read it upside down:p)

Your thoughts?

No doubt, you’re being bombarded right now by every sales call imaginable, most of them trying to sell you either search engine optimization (SEO) services or advertising space. Since the second week of January, our phone has rung daily with someone selling one or the other.

Since, like most of us, you’re probably considering your next purchase of ad space, let’s focus on advertising today. Yes, it’s a HUGE topic, so we’re going to take it back to its most basic premise: Advertising is Salesmanship.

Let us emphasize the point. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen.

“Treat it as a salesman. Force it to justify itself. Compare it with other salesman. Figure its cost and result. Accept no excuses which good salesman do not make. Then you will not go far wrong.” ~ Claude Hopkins, Scientific Advertising

This is an especially important point for the small business owner to remember. We can’t afford to waste dollars with advertising campaigns meant to spread awareness of our businesses. Before we consider any advertising campaign, we’d better be reasonably sure that we’re making a good investment, one that will make the cash register ring repeatedly.

Mr. Hopkins goes on to say, “There is one simple way to answer many advertising questions. Ask yourself, ‘Would it help a salesman sell the goods?’ ‘Would it help me sell them if I met a buyer in person?’”

Remember that when a salesperson calls on a prospect, he or she is speaking to one individual. Do the same in your advertising … focus on one typical buyer, not the mass of people you hope will buy your product or service. When composing your ad, speak to the one man or woman who is likely to want what you sell.

Dan Kennedy lists 10 rules for advertising in his book, “No B.S. Direct Marketing: The Ultimate, No Holds Barred, Kick Butt, Take No Prisoners Direct Marketing for Non-direct Marketing Businesses.” (Don’t you love that title?) I have them taped to the wall directly above my monitor and I refer to them often. I won’t repeat them all here, but I’ll give you a preview:

• Rule 1. There will always be an offer or offers.
• Rule 4. There will be tracking and measurement.
• Rule 5. Whatever brand building occurs will be a happy by-product, not bought.
• Rule 9. Results rule, period.

For Further Reading:

• Scientific Advertising by Claude Hopkins (free e-book download, provided courtesy of The Copywriter’s Roundtable)
• No B.S. Direct Marketing: The Ultimate, No Holds Barred, Kick Butt, Take No Prisoners Direct Marketing for Non-direct Marketing Businesses