We often prepare brochures based on detailed technical reports. One of our clients asked us what the difference was between the text in a brochure and that in a report’s executive summary.

We discussed with them the many differences between brochures and report summaries. Here are just some of them.

 

• A brochure is usually aimed at a wide, non-technical audience, so should be more interesting and compelling than an executive summary (which really should just be called a summary). The starting point in preparing a brochure needs to be the audience, which will dictate the messages and the writing style.

 

• A brochure shouldn’t include a summary of everything in the report – it should focus on the important aspects of the report for the target audience. Material in a brochure is selective, whereas a report summary should at least touch on all contents.

 

• Illustrations such as photos and graphics are important in a brochure and are likely to reduce the amount of text needed. A picture is worth …

 

• Brochure text often has other applications, such as being used on a website (because of its engaging style and suitability for a wider audience).

 

• While we now rely far less on printed material, there are always times and places where a hard copy brochure is useful; for example, at a conference display.

 

• A report summary is usually the final section to be completed in a report. An effective brochure is born from careful thought about audience needs,              key messages and how to effectively communicate them.

 

Paul Holper