1. Pick Software. Make sure to use the correct software when designing a brochure.  You can use a standard word processing program, but it will limit you in your ability to control layout, colors and image integration.  Check out Adobe CS4 or utilize a tool like Publisher.  Using the right tool, matters.

Use publishing software to ensure you have the ability to control layout, colors and images.

2. Choose a Look and Feel. Most publishing tools will offer you a variety of templates to choose from.  If you are not familiar with online publishing techniques, I suggest you use one of the supplied templates.  Once you have chosen a template you can manage the color profiles.  Make sure you pick colors and fonts that are in line with your current branding.  Your customers should take one look at your piece and know that it is from you. 

Use a Template and Carefully Select Colors and Fonts That Reflect Your Overall Brand Image.

3. Separate Out Content Into Key Points Vs. Supporting Points. Take a look at all of the copy and content you would like to add to your brochure. Divide it into key points and supporting points.  Make sure your brochure uses the key points as headers and section dividers and your supporting points connect to the appropriate areas on your document. Key Point:  You want it.  Supporting point:  you really want it, here’s how to get it!

Use Key Points as Section Dividers and Headers.

4. Create a Flow of Information. Your brochure is like a good storybook.  It should have a beginning, middle and end, but it should not put the reader to sleep at bedtime!  It should allow readers to build their understanding of you and your product in a linear and definable manner.

Have a Beginning, Middle and End.

5. Focus on Call To Action. Your brochure may not be the usual place a customer decides to make a purchase decision, but it should have a call to action nonetheless.  Provide an immediate outlet for your consumer to take action and make a purchase, or get more information. 

Give Customers and Outlet for the Their New Found Information.  Tell Them Where to Buy or Get More Information.