Brochures are a common marketing tool used to advertise a service or product offering. It takes the form of a pamphlet or flyer that is used to distribute information about something.

Brochures allow businesses to introduce new products and services to existing customers or increase their reach by advertising to new prospects. They can be handed out in person, mailed, or left at specific businesses that are willing to help you reach their customers.

A good general rule is to define up to three specific purposes for the brochure. Don’t go past three, though, because your design can’t accomplish more than three purposes effectively. The most common and appropriate purposes for a brochure are to

  • Act as a reference on the product, or technical details of the product, for prospects.

  • Support a personal selling effort by lending credibility and helping overcome objections.

  • Generate leads through a direct-mail campaign.

Say you want to design a brochure that does all three of these tasks well. Start by designing the contents. What product and technical information must be included? Write the information down or collect necessary illustrations so you have the fact base (the essential information to communicate) in front of you.

1.     Have a good headline:  Keep it relevant to your target audience and capture their attention with something unique.

2.     More visual, less wordy: Try not to provide too many messages on your brochure; this could confuse your audience  and take away             the main point of the brochure.  Keep it interesting and relevant to  your target markets.  Bullet point what your main points are and keep it simple!

3.     Basics:  Remember to outline your brochure before you create it.  Make sure you have good content that flows.  Add a tagline and your         company’s logo along with some visually appealing photos or graphics.  Everything should be made to be easily read.

4.     Avoid big words and keep it simple: Big words can confuse your audience.  Your brochure will be more effective if you use easy-to-understand words and sentences.

5.Include a call-to-action:   Give your readers an incentive to act such as a free product sample or gift.

6.High quality: Make sure to use high quality paper and a print company that provides high quality print.  Having high quality adds to your company’s credibility.