Better Brochures

1. Put selling message on the cover. Use the cover to state your position or promise a meaningful benefit to the consumer. Get the cover to make the reader take action. At a minimum it should tell whom you are, where you are, and what you offer.

2. All advertising should resemble each other. Consistency makes every dollar work harder.

3. Use a single illustration on the cover.

4. Select pictures that tell a story.

5. Always put captions under photographs. Next to the cover, captions are the most read element of any brochure.

6. Avoid cliches.

7. Don't be afraid of long copy. Consumers want info, especially if buying a big-ticket item. Also if they have gone to the trouble of procuring your brochure they want to know about your product or service. Tell them everything they want to know.

8. Spotlight the important facts. Tell consumers what is included, costs, and hours. Graphics can highlight important information.

9. Use photos instead of drawings. Photos increase recall and suggest reality.

10. Be helpful, not clever. Avoid gimmicky layouts and humorous copy. Give practical useful information.

11. Make your brochure worth keeping.

12. Give your product or service a first-class ticket. Don't skimp on quality.

13. Tell the truth. Consumers want advantages and to know possible disadvantages.

14. Use the envelope to deliver a message. Tease the reader; promise a benefit for reading on.

15. Ask for the order. You must have a clear call for action.