An advertising brochure can be a powerful and efficient marketing tool. It has the potential to promote new products to current clients, entice a prospective client or support a sales pitch. The key to an effective brochure is to design it to fulfill a specific purpose.

Brochure copy should begin with your customer, not your product. That is, it should make the person reading your brochure feel that his or her key problems are understood before moving on to discuss the solution. Build rapport first, then sell. That’s true on a sales call, and it’s probably doubly true in print, where you don’t have the advantage of meeting face­to­face.