Brochure tips

Here are valuable tips to improve the marketing power of your brochure. These are excerpted from a speech I gave recently to small business owners at the Twin West Chamber of Commerce.

• Use a pain question (“Are you getting all the service you deserve from your marketing agency?”.
• Use the word “you” more than “we” throughout your body copy. 
• Try to avoid including prices, pictures of staff and client lists.
• Consider using a pocket folder – it’s more flexible and you can customize the brochure to each reader.
• Don’t be afraid of using white space.
• Use no more than 3 different font types.
• Make the brochure’s look & feel compliment your existing letterhead, business cards, other sales literature.
• Always give your reader 3 ways to respond (phone, email & website at the very least).
• Proofread the brochure by reading it out loud.
• Use subheads to break up copy.
• Include testimonials - they’re a great credibility builder.
• When possible, use captions for your photos -  they are widely read.

OK fellow bloggers, what have I missed...?