The brochure: A brochure (or leaflet) is a short promotional text that invites the reader to do something — join a club, visit a place, sign up for an event. In Paper 1 you choose it when the task tells you to promote or advertise something to a wide audience.
It's part of Unit 2: Text Types, so the marks come from getting its conventions and register right (Criterion C), not just the message.
- brochure / leaflet
- a short printed text that promotes a place, event or service
- slogan
- a short, catchy line that sums up what you are promoting
- headline / title
- the eye-catching name at the top of the brochure
- heading
- a short title that introduces a section of the text
- persuasive register
- language that 'sells' an idea and pushes the reader to act
- call to action
- the closing line telling the reader exactly what to do (sign up, come, discover)
- bullet point
- a short item in a list, marked with a symbol such as ✓
Spot it in the task: The task asks you to promote something: "Write a brochure for…", "Design a leaflet that encourages…", "Promote an event" → a brochure.
If it said "Write to your friend" you'd switch to an informal email (a different text type). Always read what the task wants the text to do first.
Keep it persuasive and practical: Use short, punchy sentences, direct appeals to the reader (questions and the imperative — "discover", "join", "sign up"), and concrete details. Sound enthusiastic and helpful, not academic.
Consistency matters — a flat, wordy, essay-like tone breaks the text type and costs you Criterion C.
Brochure — do this
- Discover the perfect club for you!
- What do we offer you? ✓ Workshops ✓ Trips
- Sign up now! Call us on 0600 123 456.
Wrong here — avoid
- In my opinion, the club is rather interesting.
- This text sets out to analyse the activities.
- I look forward to receiving your reply.
Make it easy to read: A brochure is scanned, not read line by line. Break it into short sections with headings and bullet points (✓), and finish with a clear invitation — that visual shape is half the text type.
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The five parts: Every brochure follows the same shape. Hit all five parts and you've covered the conventions the examiner is looking for.
Brochure — 5 parts
1
Title / slogan
A catchy headline that names what you're promoting. "Discover the ‘Adventure’ Youth Club!"
2
Inviting intro
A short hook that speaks straight to the reader. "Bored at weekends? Join us."
3
Sections with headings
Grouped highlights under headings, with bullet points. "What do we offer you? ✓ Workshops ✓ Trips"
4
Practical details
The concrete facts: dates, place, price. "When and where: Monday to Friday, at 12 High Street. Price: 5 pounds a month."
5
Call to action
Tell the reader exactly what to do next. "Don't wait any longer, sign up now! Call us on 0600 123 456."
Title/slogan → Intro → Sections → Details → Call to action
Don't skip the frame: Students lose easy Criterion C marks by forgetting the title/slogan or the call to action. They take seconds and show you know the text type — never leave them out.
A model, part by part: Here's a complete brochure built from the five parts above. Read it once for the message, then look at how each part does its job.
Model: the 5 parts in action
The brochure, part by part
- Discover the "Adventure" Youth Club!
- Bored at weekends? Join us and have new experiences with people your own age. There's always something going on here!
- What do we offer you? ✓ Music and photography workshops. ✓ Trips to the mountains every month. ✓ A games room open all afternoon.
- When and where: Monday to Friday, from 5 p.m. to 8 p.m., at 12 High Street. The price is only 5 pounds a month.
- Don't wait any longer, sign up now! Call us on 0600 123 456 or visit our website. We're waiting for you!
Why it scores: This short brochure earns marks on all three Paper 1 criteria — here's what earns each one:
A — Language /12
- Lively, accurate language; direct address (you, we)
- Imperatives & questions: "discover", "join", "what do we offer?"
- Correct present tense (offer, are waiting)
B — Message /12
- Clear purpose: promotes the club AND invites the reader to join
- Ideas developed (activities, times, place, price)
C — Conceptual /6
- Brochure conventions: title/slogan + bullet points + call to action
- Consistent persuasive, practical register
- Enthusiastic, reader-focused tone
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A toolkit you can reuse: Learn a few ready-made phrases for each part. They make your brochure sound natural and save time in the exam.
For the title and the intro (the hook)
- Discover…! / Come to…! — to open with energy
- Bored? Looking for something new? — a direct question to the reader
- Join us and… — to invite the reader in
For the sections (listing what you offer)
- What do we offer you? — to introduce the highlights
- ✓ … ✓ … — bullet points for each highlight
- What's more, we have… — to add another point
For the details and the call to action
- When and where: … — to give the practical facts
- The price is only… — to make the offer attractive
- Don't wait any longer, sign up now! — a strong closing invitation
Use one from each: One catchy hook, one bullet-point list under a heading, and one closing call to action is plenty — and instantly makes the text feel like the real text type.