Brochure Design

• If a brochure is well-designed and contains useful information, it can be an effective means of advertising a business. The brochure should be clear and easy to read, and include basic information about your business, such as the address, hours, and two contact methods, plus your logo and tagline. Don't include all of the information about your business, just a selection of information that will draw a customer to your door to find out more about your products and services. And most importantly, include a call to action. Use the brochure to let your customers know exactly what you want them to do -- for example, call for a quote or consultation, visit your website or come shop in your store.
  
  

Positioning and Copy

• Brochures are effective advertisements for your business if they can position you as better than your competition. The brochure copy should answer potential customers' questions about what they will get by using your business over another. According to author and small business expert Kim T. Gordon, most customers read the headlines, subheads and photo captions in a brochure before they read the text. Craft your headlines and subheads to be benefit-oriented, compelling your readers to read more about your business and choose your products and services.
  
  

Distribution

• In order for a brochure to be an effective form of advertising and attract customers, it has to be well distributed. Brochures are not going to do your business any good if they are sitting in a box in the storage room or gathering dust in a container at the customer service desk. If you decide to use a brochure to advertise your business, develop a distribution plan before you have the piece printed. Make arrangements for your brochure to be distributed at other businesses that complement yours. For example, a wedding photographer and a hair salon could trade brochures to promote each others' services to brides. If you have the budget, plan a targeted mailing of your brochure and supply them to trade show attendees. Get the brochure into the hands of the people who need your services.
  
  

Brochure Mistakes

• Ineffective brochures not only waste your time and money, but they may also turn customers off from using your business. Before you print and design your brochure, look at your competitors' pieces and strive to do better. Brochures that are poorly designed, use multiple fonts that are hard to read, offer no useful information -- or too much information -- and are printed on poor quality paper will not attract customers. Instead, your brochure should represent the professionalism and quality you offer to your customers.