Brochures
 The function of a brochure is to explain the features and benefits of your product in compelling fashion. Brochures can function both as standalone pieces and as part of a direct marketing program. They come in a wide variety of sizes and shapes. The most common is the 8.5" x 11" tri-folded paper, often referred to as a "Slim Jim."
An effective brochure normally incorporates the following elements:
- A simple but well-designed cover that supports the product's positioning.
- An offer or strong call to action. This should usually come early in the piece. If compelling enough, the recipient will usually then read through the bulk of the copy.
- Extensive information about the customer's problems your product will solve and the goals it will help them reach. While it is appropriate to discuss a limited amount of technical information, it is a mistake for a brochure to focus only your product and company. A rough rule of thumb states that 70% of a collateral's copy should discuss customer problems and objectives.
- Strong subheads that that both break up the copy and reinforce your positioning.
- A design that matches audience expectations and calls out key information. For instance, for the game market flamboyant graphics and sizzling colors are expected. Software selling to accountants would normally have a more restrained look.
- It is also important to keep an eye out for certain color combinations that may offend national, political and even historical sensibilities. For instance, one designer we know of, despite being warned, insisted on developing a brochure for an Israeli company that used the colors black, red, and gold, colors associated with Hitler's Waffen SS. After completion, the chagrined designer found out that the design did indeed remind older Israelis of that notorious organization.
- Testimonials, reviews, awards and endorsements from users and experts in your market.
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