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Don’t Make Them Work for it A good booklet is going to provide people with plenty of information about either an industry or a service. This is the primary job of the booklet: to inform people. The thing I take issue with is that many companies using booklet printing design a booklet that doesn’t really have the reader in mind. What I mean by this is that the format, the word choice, and even the style of the writing seems to be based on the idea that the person reading it already knows plenty about the industry. If that were the case than why would I bother to read the booklet in the first place? If you plan on making use of booklet printing there are a few things you should be aware of beforehand. The first and most important is remembering that this is for the person who doesn’t know as much about your industry, and it is most certainly not for you. The primary goal needs to be to design and write something that’s accessible to everyone. Don’t use an overly confusing format. Keep things as simple and straightforward as you can. A problem many face is jumping around in their topic matter. There isn’t any logical sequencing and the information becomes particularly difficult to follow if you don’t already know what they’re talking about. Make sure that your booklet proceeds in a very linear, easy to understand flow. Each point should set up the next one and every point should change smoothly into the next one so anyone can follow what you’re saying. Avoid technical jargon as much as you possibly can. People outside of your industry aren’t always going to know what those terms mean, and if you’re trying to explain your industry to them, you aren’t going to have much success if they can’t even understand what you’re saying. I’ve fallen into that trap before by forgetting that other people wouldn’t know the terminology I’m using. Try to have someone else read your booklet after you’re done to make sure they can follow everything you’re trying to say. And lastly, keep your focus of the booklet clear. If you have a set topic you’re writing about, don’t stray from it at all. I’ve seen booklets before where I just know that the person writing it let his mind get away from him and ended up writing about four different topics all at once. Make sure the purpose of your booklet is heavily defined and that you never stray too far from the original subject matter. A well-written booklet can be a great way of letting people learn about your industry and thus giving them the knowledge they need to make an informed purchase. You just need to remember that your booklet printing is for them and not yourself.
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