Fundamentals of Writing and Designing Effective Brochures


Course introduction

While there is today much emphasis placed on digital platforms, the vast majority of sales communication is via print and paper formats. This runs across sales literature, packaging, brochures, and flyers, the point of sale material, catalogues, press advertising and posters. Print remains the most trusted and persuasive of all platforms and media.

Course Benefits

Upon completion of this workshop, participants will be able to;

  • Understand the elements required in a sales message
  • Learn how to write headlines that are more effective
  • Learn the essential skills to write copy that persuades
  • Appreciating of the relationship between copy and design
  • Learn how to make stronger use of photographs and illustration
  • Learn to understand audiences

Target Audience

Anyone involved in the Production or Approval of printed Literature. Sales and Marketing Staff, Junior Designers, Corporate Communications Staff, PR Executives.

Course Outline

The Strengths and Weaknesses of Print as a Platform

  • Examples of Effective Print Design
  • How to Choose the Most Effective Size/Format
  • Typical Errors Made in Print Design
Getting to the Core of the Communications Message
  • How to Get Ideas
  • Write Powerful Headlines
  • Understanding the Audience
Writing Copy that Persuades
  • Three-Part Copy Construction
  • Clichés and Words to Avoid
  • Essentials For Good Copy
Using Tools to Improve Your Productions
  • Practical Class Exercises (Homework)
  • Building Critical Faculties
  • The Grid System
Organising Information
  • Copy Flow
  • Setting Priorities
  • Page Allocation
Writing Text for Brochures                              
  • Editing Copy and Proofreading
  • Review Participants Overnight Project
Working with Photographs and Illustration
  • Cropping Photographs, Briefing Illustrators or Photographers
  • How to Adapt or Manipulate  Photography for Dramatic Effect
Creating Outstanding Layouts                        
  • How to Add Drama to a Page
  • How Design Enhances Copy
  • Class Exercise in Design
  • Review of Work

Available Course Sessions

Please click here to stay updated on upcoming sessions.

Trainer Profile

Allein Moore

Allein is a well-known figure in the advertising scene in Singapore. He came to the island from London in 1979 to work on the Singapore Airlines account where he was the first Creative Director appointed by Batey Ads. He subsequently worked for Fortune, Leo Burnett, Saatchi Compton (Saatchi & Saatchi), Chiat/Day/Mojo before buying over the agency and becoming a partner and Executive Creative Director.

He has won over 41 creative awards in USA, Canada, UK and in the Asia Pacific region. He was a founder of the Creative Circle of Singapore and the founder and first President of the Designers Association of Singapore. Over the years he has worked on major accounts and brands such as British Rail, Knorr, Cadbury, Procter & Gamble, Mitsubishi Electric, Qantas, Australian Tourist Commission, Singapore Tourism Board, Mercedes Benz, Toyota, UOB, DBS, Shangri-La Hotels and many others. Over the years he has helped win millions of dollars of new business for his agencies and help his clients increase sales by remarkable jumps.

Allein retired from agency life at the end of 2000 but remained connected by establishing AdAsia, a trade magazine for the advertising, marketing and media community. This was voted by Society of Publishers Asia as the Best Trade Magazine in Asia. He has moved this print magazine into a digital platform in 2011.

He has lectured at IAS, SIM and Syracuse University N.Y. on advertising and marketing and spoken at several regional conferences on internet publishing, marketing to the silver generation and other topics. He currently sits on the Advisory Panel for Nanyang Polytechnic Design School and is also Secretary of the Association of Media Owners Singapore. He is a Fellow of the Royal Society of Arts.