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MINNESOTA MRT MARKETING TOOLBOX <br />Tips for Creating a Successful Brochure <br />HOW TO WRITE CONTENT <br />THAT GETS READ <br />1. Write in plain English. Don't try <br />to impress with long words. <br />2. Avoid jargon and superlatives. <br />3. Keep your message concise. <br />Avoid lengthy sentences and <br />break up your paragraphs. <br />4. Spend time on your headline — <br />it's the most important part of <br />your brochure. <br />5. Use sub -headlines liberally —this <br />helps distinguish content and <br />makes the brochure easy to <br />scan. <br />6. Use bullet points to highlight key <br />benefits. <br />7. Do not use more than three font <br />types. <br />8. Include captions on all your <br />photos <br />9. Proofread. Proofread. Proofread. <br />The stock brochures identify key <br />themes, trail distances, <br />longitude/latitude, elevation, <br />connecting state trails, and a brief <br />description of the trail experience. <br />SUMMARY VISION SETTING <br />By adhering to a few basic rules, you will be able to create an <br />effective brochure. Use the checklist below to help focus your <br />brochure message and create appealing content. <br />GUIDELINES FOR CREATING AN INFORMATIVE BROCHURE <br />❑ GENERAL CHARACTER <br />Accurately communicate overall trail experience. <br />Compel the audience to visit the MRT. <br />Consistently represent the MRT brand; adapt information <br />and graphics from the MRT stock brochures as applicable. <br />❑ HEADLINE <br />Use the headline to communicate your main point/theme. <br />(It's the only brochure component guaranteed to get read!) <br />Incorporate a benefit statement, emotional appeal, or <br />provocative question. Consider the most exciting element of <br />the trail segment you are promoting. <br />Avoid one -word headlines; long headlines (up to 15 words) <br />can be effective. <br />❑ CONTENT <br />Incorporates themes based on the Mississippi River's <br />characteristics, history, or influence. <br />Accurately and positively describe the trail experience. If <br />the trail is more suited for families, tell people. If it's a <br />challenging route, encourage experienced riders. Don't <br />misrepresent your trail segment. <br />List trail amenities like connecting trails, food, lodging, and <br />entertainment that will attract or benefit MRT users. <br />Identify whether the trail is on -road or off -road; paved or <br />unpaved. <br />Include trail distance, latitude/longitude, and elevations. <br />❑ GRAPHICS <br />Use the MRT Logo (www.dot.state.mn.us/bike/mrt.html). <br />Use images that tell a story or illustrate trail amenities. <br />Evoke emotion —family togetherness, relaxation, adventure, <br />or accomplishment, etc. <br />Represent existing trail qualities (e.g. if your trail is flat and <br />appealing to families, avoid images of long-distance cyclists, <br />exerting themselves on a steep hill). <br />❑ CALL TO ACTION <br />Good brochures let their readers know exactly what the <br />author wants them to do next — visit a website for more <br />information; bring their friends and family on a day trip or <br />long distance ride; patronize businesses along the route, <br />etc. Tell your audience to explore the MRT! <br />❑ CONTACT INFORMATION <br />Help your audience find additional information. Link them to <br />MnDOT or Explore Minnesota Tourism's websites: <br />www.dot.state.mn.us/bike/mrt.html, <br />www.exDloreminnesota.com. <br />MARKETING PRODUCT AUDIENCE STRATEGY PARTNERS ISUPPOR11 <br />Minnesota Mississippi River Trail Bikeway Page8-1 <br />