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brochure Brochures are one of the most popular marketing tools to help organizations quickly draw the attention of prospective customers. Brochures can be distributed manually, via mail or email, or placed in brochure racks. Usually, brochures are printed on a single tri-fold sheet of thick glossy paper, and include pictures, photos, and other graphics.

Steps for Writing a Brochure

  1. Determine the audience for your message. Your brochure may be directed toward specific groups, such as potential clients, funders, the media, or a broad audience.
  2. Decide on the purpose of your brochure: persuading, informing, entertaining, etc.
  3. Think about the message you want to convey to your readers. Since a brochure format sets a strict limit to the amount of printed information, you must choose carefully among the facts, pictures, and other data you want to include.
  4. Write the text for your brochure. Try to be concise and accurate. The text should be written in short sentences with positive language and active voice.
  5. Decide on what graphics you are going to use to enhance the brochure. Colorful, bright paper attracts attention and is more interesting to read. On the other hand, too many pictures or colors can distract your readers from perceiving your message, or make the brochure look too flashy.
  6. Add a call to action at the end of your brochure. You can ask your readers to make a phone call, visit a website for more details, or purchase a sample of your product.
  7. Proofread and edit the brochure. Check to see if you can supersede some elements with others, or where you can use more precise words or more expressive pictures. If you can’t be too critical of your work, you can send it out for revision. According to the best essay writing services reviews, these platforms can do quick editing and proofreading for you.

Topic Selection

Commonly, a brochure is a sales piece designed to promote a certain product or service and to provide potential customers with information. However, brochures can also be written for many other occasions. The most common purposes for brochures are listed below:

  • answering frequently-asked-questions
  • offering brief “how-to” information
  • showing pros or cons
  • explaining a procedure to a reader
  • giving potential clients an entire overview of a company’s portfolio
  • encouraging a client to purchase a particular product instead of another

Key Points to Consider

  1. Pay attention to how the cover of your brochure looks and what information it contains. The cover is one of the key elements of the brochure, since it must motivate the potential client to look inside and read further. Therefore, placing an intriguing idea, as well as catchy photos and colors on the cover will help attract prospective customers.
  2. Brochures don’t necessarily need to be of a standard shape. You are free to experiment with different shapes and designs to find a solution that matches the goal you are pursuing. For example, if you sell tour packages, why not make your brochure look like a plane, or a suitcase plastered with stickers?
  3. The use of testimonials in the brochure can increase its credibility in the readers’ eyes. A testimonial is a quote from a satisfied customer. Specify the client’s full name, job position, state, and the city of residence, or else the testimonial may seem fake.
  4. Brochures add credibility to your company. People tend to believe that if a company produces printed materials, it is more trustworthy. If you’re citing sources in your brochure to bolster its credibility, consider using an AI citation generator to ensure your references are accurately and consistently formatted.

Do and Don’t



  • Do write in short sentences. The format of a brochure doesn’t allow you to be verbose.
  • Do use bulleted lists when possible.
  • Do try to make your brochure as helpful as possible.
  • Do leave some space, free from any text or graphics in your brochure. This is called “white space” and according to numerous research studies, it helps readers separate important points in the brochure by giving their eyes momentary breaks.
  • Do only use quality paper. In most cases, glossy thick paper works best, although there can be exceptions.
  • Do keep it relatively simple. Using too many fonts and bold lettering, tilt, and color will make your brochure look unprofessional.


  • Don’t create a complicated design. In most cases, a simple design is more efficient and easier to perceive. Include only graphical and textual information that directly refers to what you are selling.
  • Don’t write in passive voice. Active voice sounds more vivid, which attracts customers.
  • Don’t combine colors just because you like them. They can be bright and rich but totally inappropriate together. One of the best options is to use colors that are complimentary or even the same as on your company’s logo.
  • Don’t try to cram all the information you can onto a single sheet of paper.
  • Don’t make your brochure too thick. It won’t make it look more solid—instead, it will chase customers away. Also, the brochure must be easy to carry, so don’t use heavy stock.
  • Don’t forget to add contact information at the end of the brochure.

Common Mistakes When Writing a Brochure

– Printing a black and white brochure because it is cheaper. A black and white design can be a significant feature of your brand or corporate identity, but if you refuse to use colors to save money, it may make your company look amateurish. – Ignoring the importance of “white space.” Spaces free from information make readers’ eyes rest, and spaces also make the brochure more pleasant to read. – Including too much information or too many design elements. – Using stock images. Your brochure should be unique and use custom illustrations, not generic ones. 


What kind of information should be in a brochure?

Your brochure should contain a blend of compelling content and striking visuals that represent your organization. The information you include should highlight the unique selling points of your company. This could be your firm’s mission, its products or services, testimonials from satisfied customers, or details about your team. You could also include a contemporary handbook or an up-to-date manual to offer more detailed data about your business. If your company offers demos, don’t forget to provide clear instructions on how viewers can schedule a trial or request a demo.

What questions should a brochure answer?

The brochure should answer fundamental questions about your business. What does your organization do? Why should a customer choose your product or service? How can they contact you or make a purchase? What distinguishes you from your competition? How does your product or service improve the customer’s experience or solve their problem?

How to craft the perfect headlines for a brochure?

Crafting the perfect headline for your brochure requires creativity and a clear understanding of your audience’s interests and needs. Your headlines should be catchy, concise, and compelling. They should grab the reader’s attention, pique their curiosity, and provide a hint of what’s to come. The key to a great headline is balancing information with intrigue. Remember, your headline’s primary role is to entice the reader to delve deeper into the material.

How to design a brochure?

Designing the brochure, or the process of generating and setting its layout, calls for a balance of aesthetic appeal and functional design. It should reflect your brand’s identity and be easy to read. Use colors, fonts, and images that align with your brand. Break up text with bullet points, headers, and images to improve readability. And don’t forget the importance of white space—it can make your brochure look cleaner and more professional. Digital brochure designs, whether they’re online brochures, electronic brochures, or virtual brochures, should also consider the user’s interaction and experience.

How to publish and distribute a brochure?

Publishing and distributing your brochure involves selecting the right platform or framework that suits your business needs. For physical brochures, consider where your target audience is most likely to encounter them—trade shows, your business’s physical location, or other relevant events. For a digital publication like a Foleon doc, choose an environment or infrastructure that enhances its visibility online. You could share your online document via social media, email newsletters, or even as a downloadable resource on your website.

In conclusion, creating a brochure that offers a unique encounter or immersion for your audience is an excellent marketing tool. The process involves learning and discovering more about your audience and the best ways to communicate your business’s value to them. It requires a blend of design and layout skills, careful consideration of the content, and choosing the appropriate distribution channels. But with the right motivation and a dash of creativity, your brochure can serve as a powerful representation of your business.

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