A popular brochure format is the 8.5 x 11 trifold.
- Panel 1 is the front cover. It’s the first thing a reader sees, so the copy and images must be compelling enough to get the reader to open it. Sometimes this panel is used as a teaser and may not include the company name or logo.
- Panel 2 answers the reader’s question “What’s in it for me” – in other words, what are the products or services, how will they solve a problem, improve life, make things better, or otherwise create a recognized benefit.
- Having established the benefits in Panel 2, Panels 3 and 4 can be used to describe the features and specifications. It may also contain ordering information.
- Panel 5 presents evidence about the product or service, like a testimonial from a satisfied customer or performance statistics.
- Panel 6 is the back cover. It can be used to create a sense of urgency (such as limited time offer), to present the call to action (such as redeem this coupon), and describe the next step (such as call now). It is also possible to incorporate a mailing panel into Panel 6.