Essential Aspects to Creating an Effective Brochure

For any company brochures continue to play a fundamental role in business promotion. When designed properly, a brochure is an effective marketing tool that can communicate valuable company information, educate prospects and help sell products and services. Brochures need to be the winning combination of visual appeal and comprehensive information in order to make an impact. Poor graphic design, too much content, and boring photos will inevitably deter customers and is sure to end up in the trash.

Your company’s brochure should communicate not only your products and services but also your professionalism, expertise and overall value. In this article were are going to highlight some critical key points to take into consideration when creating an effective brochure for your company.

Planning Process

  • Identify what is the purpose of your brochure?
  • What’s the primary call to action? – Do you want the reader to call now to book a hotel room? Visit your website? Call for more information?

Target Market

  • Identify your audience – Who will primarily be reading this brochure? The public? Healthcare professionals? Fundraisers?
  • How familiar is the audience with your industry, products or services? Be conscious that your message reflects the age, literacy skills and potential interest of your intended audience.
  • Recognize where and how will this brochure be distributed?

Quality Content

  • Be brief and effective with your copy. Focus on 5 key points or less.
  • Think of your brochure as an appetizer. It should offer a small taste that makes the reader want more. Focus on intriguing yet useful information.
  • Use the active voice (“We found that…”) rather than the passive voice (“It was found
  • that…”).
  • Use photos, charts and graphics rather than lengthily words and paragraphs when possible.
  • The reader should have a good understanding of the products and services your company offers after scanning through the brochure.
  • Just because you understand it does not mean others will. Have someone from your intended audience read it to make sure your message is clear.

Graphic Design Elements

  • When possible hire a professional graphic designer to create your brochure. A brochure that is an eyesore is a waste of money, time and resources. Most importantly a poorly designed brochure reflects negatively on your company image.
  • The way the information is presented and designed significantly determines how useful the brochure will be to the reader. Use headlines and bullet points to break up copy into small, easy-to-scan chunks.
  • Create and effective cover for the brochure. Entice the reader to open it.
  • Good brochures present logical pathways for readers and an easy flow of copy.
  • Simplicity – make it easy for anyone to find your company name, logo and contact information.

Focus on Customer Benefits

  • Focus on long-term effectiveness and lead with benefits – make your brochure worthwhile keeping. Give your audience a reason to hold onto your brochure even if they decide not to call or buy right now. The reader might pass on the brochure or utilize it in the future.
  • Features are different characteristics of your products while benefits are the output your customer gets after buying your product or service. So, it’s better considering the benefits of your products or services.
  • Customers are interested in themselves and/or their own business. What is the benefit of working with your company? Remember, people don’t buy telephone answering machines to record messages. They buy answering machines so they will never miss an important call again.

Educate, Don’t Sell

  • If your prospect feels as if they have gained some knowledge or insight from reading your brochure they will view this as a value and should be more inclined to do business with you.
  • People want engage in business with people who are experts and have experience in the industry. Selling is much easier and natural after trust is earned.
  • Refrain from being stingy with useful information and tips.


Consistency and Branding

  • All of your marketing materials should work together to deliver a consistent message and build your brand. Your brochure is only one weapon in your marketing arsenal. There are other weapons too which are used to gain new prospects; so always make sure to pass the same message, look, feel, fonts, design and colors.

Brochure Size, Folding Options & Printing