How to Produce Quality, Effective Brochures

By Alexander Hiam

You can design and produce printed marketing materials quite easily with word-processing or graphics software, a good inkjet or laser printer, and the help of your local photocopy or print shop (which also has folding machines).

The sections that follow focus largely on the classic business staple: the basic brochure and its screen equivalent, the e-brochure (which follows the same core design and writing rules). Why? Because brochures provide an easy, effective way to market your company.

Acknowledge your strengths and weaknesses

When creating your brochure, you need to be able to realistically address your product’s strong points and weaker points. Organize your fact base to highlight your product’s greatest strengths and overcome its weaknesses.

The copy should read as if you’re listening to the reader’s concerns and needs and answering each one with an appropriate response. You can write subheads like “Our Product Doesn’t Need Service” so that salespeople or prospects can easily see how your facts (in copy and/or illustrations) overcome each specific objection and highlight all the major benefits.

Also consider any of these options as you decide what to write to make your brochure’s copy powerfully persuasive:

  • The main benefits your product offers

  • Key points of difference that make your product better than the competition

  • Customers’ favorite reasons for buying or aspects of your product

  • Customer testimonials or case histories

Product benefits, points of difference, reasons for buying, and customer testimonials are all good ways of explaining why your product is great because they make the case based on evidence.

A clear, compelling appeal

A little basic appeal communicated in a punchy headline and a few dozen words of copy, along with an appropriate and eye-catching illustration, help your brochure stand on its own as a marketing tool.

The appeal needs to project a winning personality. It can be fun or serious, emotional, or factual — but it must be appealing. The appeal is the bait that draws the prospect to your hook, so you need to make sure your hook is well baited!