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Despite the prominence of digital marketing, print collateral still has an important role to play in a balanced marketing strategy. Most brochures are just a few hundred words in length, so make every word count. To produce a brochure that signals professionalism and competence and spurs your readers to action, here are key things to keep in mind.

Understand your customer

Before you plan or writing brochures, understand your customer. Why would they want to buy your service? What is the most important problem your service can solve for them?

Use images that are important to your customer

Your customer will want to see the service you are selling, so ensure that the images are clear and look professional.

Limit the copy to 1-2 typefaces

The typefaces you choose should be easy to read and consistent with your branding. Select the font size, spacing and color with readability in mind.

Write a compelling headline

Your headline will determine whether a prospect picks up and reads your brochure or tosses it aside. Provoke a reader’s curiosity without being vague.

Sell, don't tell

Your customers and prospects aren’t really interested in your company or services. They are interested in themselves and/or their own businesses.


Errors and inconsistencies kill your credibility. Ensure that the tone of your brochure matches the rest of your brand messaging.