Sign up to receive the Voice and Vision newsletter
Visit Our Blog!

1. Be specific about your goal.
   A few hours spent in strategic planning will pay off in the end. Identify your target audience, the message you wish to convey, and the action you wish the audience to take.

2. Keep it simple.
   Copy should be short. Like this.

3. Avoid clichés and trendy jargon.
   Every business in America is committed to excellence, works proactively, on the cutting edge, and provides value-added services. These terms are no longer meaningful. Overused and under-defined terminology voids your credibility.

4. Be careful with Industry terminology.
   Write for the reader. Use words and phrasing familiar to your audience. An abundance of industry-specific terms may confuse, and therefore lose, the reader who is not industry-savvy but looking for help.

5. Remember that SERVICE is your business.
   Focus on what your customers need, and the benefits they receive. "No one cares what you know until they know that you care."

6. Stick to the point.
   If you have a variety of products and services, create a separate brochure or fact sheet for each. Over-stuffed brochures are intimidating and unlikely to produce increased sales.

7. Promote your uniqueness.
   Why should the customer choose you over your competition? What is your specialty? What additional services or special values do you offer? Have you received awards or recognition for your service or products?

8. Choose a quality paper.
   The look and feel of your brochure stock makes a difference in your image. Your brochure speaks for you when you are not present; give it a strong, professional voice. You're an expert in your field; solidify that fact through the quality of your documents.

9. Work with a professional printer.
   A professional printer produces high-quality products, provides a wide choice of paper, and achieves color integrity and layout that is impossible from the printer in your home or office. Balancing image and quality against cost, a professional printer saves you money in the long run.

10. Hire a Copywriter.
    Yes, you know your business, but do you know how to create headlines and place copy that drive customers to your door? Graphic Design and Printing firms frequently sub-contract the text portion of your brochure to a professional writer. Hiring your own can save pass-through charges, and allow you to work directly with your writer to create innovative, appropriate text.