·Small print. I’m not talking about legalese. I’m talking about using a font that is too small. Once again, it is harder to read on a screen than it is on paper. If your font is smaller than 12 points, and especially if it is smaller than 10, you are asking too much of your prospects. I know it looks cool, but looks don’t make sales.

·Distractions. If anything on your page is blinking, moving, changing color, or in any other way drawing your prospect’s eye away from words he is reading, your bottom line is being hurt. The same goes for busyness. If there is too much on page, even too much print, it will not be read.

Your web site may not look as exciting, but getting rid of these design elements will make your bottom line a thrill. And that is about as exciting as it gets!

The information that goes into brochure should always communicate your unique sales position (USP) and direct reader on how to do business with you. Even if brochure is strictly brand awareness, include an offer or direct customer onto next step of doing business with your company.

If you have a product that would take a technical manual to communicate all benefits and features, consider including more graphics such as charts, photos and testimonials. Make sure that each graphic represents a benefit reader can identify with.

Know your Audience. It may be wise to create multiple brochures if your company targets different clientele. For instance, a self-storage company may want to create one brochure for homeowners, another for small businesses, and yet another for boat and RV owners. Some of benefits will be similar so much of content can be same. The main differences will be in headlines and subheads. Brochures can also be used to inform readers of technical specifications, corporate strategy or upcoming events. Make sure you know audience for your brochure.

Headlines Keep Them Reading, In today’s fast-paced, sales literature heavy world, we are all prone to scan. You probably do it. I know I do it. You can count on your prospects doing it. The headline on front of your brochure must compel reader to open brochure. Once they have it open, subheads and graphics catch their eye before text.

Your subheads should either be explaining your USP or asking questions that get reader in habit of saying “yes”. If you find your subheads are too long, use an ellipsis…this will keep them reading.

Another technique that keeps them reading is to put copy in a text box or table. Use testimonials, a checklist of benefits or your USP to ensure that your message gets across.

Remember, result of your brochure should be reader knowing how to contact you and why they are doing so. Always include contact information and your offer multiple times within brochure.