Headline 

A good brochure has a benefit-oriented headline. An effective headline is the most important thing you could say summed up in one sentence. If your brochure does not have a strong headline, your brochure stinks.

​

 Graphics 

A good brochure includes art, photos, and illustrations. Graphics are better than words. If your brochure is all words, your brochure stinks. 

​

 Size 

A good brochure is large enough to include all the information you need. Yes, one page may be economical. But eight pages or more may be more profitable. If you are trying to save money by keeping your brochure small, your brochure stinks. 

​

 Problem 

A good brochure pokes at the reader’s problems. Your brochure shows you understand where they are hurting. If your brochure has not pinpointed their problems, your brochure stinks.

 

 

 Solutions 

A good brochure solves problems. After pointing out their problems, tell them how you will solve their problems. If your brochure does not give the reader hope, your brochure stinks.

 Focus 

A good brochure focuses on your reader, not you. Every word, every graphic talks about the reader’s fears, wants, and needs. If you do not focus on your target reader, your brochure stinks.

​

 Subheading 

Subheadings break up the sections and make your brochure easy to read. If you do not use plenty of subheadings, your brochure stinks.

​

 Benefits 

A good brochure gives benefits. Your reader is asking one question: what’s in it for me? (WIIFM) If your brochure lacks benefits, your brochure stinks. 

 Action 

A good brochure tells the reader what to do next. It guides them.  If your brochure leaves the reader guessing on what they should do next, your brochure stinks. 

 

 Offers 

A good brochure gives the reader something: free advice, more information, a discount, etc. If it does not have an irresistible offer, your brochure stinks. 

 

 Information 

A good brochure does not skimp on key information. It answers the questions the reader is asking: who, what, where, when, why and how. 

​

 Contacts 

A good brochure makes it easy to continue the relationship. If your brochure is missing contact information, your brochure stinks.