What is a brochure?

Brochures give potential customers and  investors an overall view of your company. Frequently used as marketing tools, a brochure is used to sell your business. And is meant to give people all the information they need in a compact, easy-to-read format to make a purchasing decision.

How to approach writing a brochure?

Always keep the reader in mind and while you’re writing, always think to yourself, “What’s in it for me?”. You don’t want to bore your audience by just talk about yourself, do you? Regardless of whether the brochure is targeted to potential customer or investors, the same rule applies. That is to talk to your reader directly and focus on the benefits your products deliver.

What can I use my brochure for?

Brochures can be used to speak for your company when you are not around to give a pitch. In short, here are 5 ways brochures can be used:

  1. To position your business
  2. To demonstrate what your company is capable of
  3. To instill investor confidence
  4. To reassure customers and partners
  5. To impress reporters

Also remember to keep in mind at what stage of the buying process the brochure comes into play. For example, is your brochure going to be used to answer enquiries? Or as a “leave behind” to back up your sales pitch after a meeting?

Brochures answering enquiries should answer questions the prospects has. It should be full of facts about your product in order to convince them to make a purchase.

Whereas “leave behinds” are brochures left behind after a meeting. They’re intended to summarize the sales points you made and provide a description of the product or service in question.

How to structure my brochure?

Front cover

The front cover of your brochure is the first thing people will see. Just like in any headline you’ll write, you must grab their attention and entice them to read. With that said, place your strongest selling point on the front cover to get people interested.


The introduction sets the mood for the rest of brochure. You can include a personal message from the CEO, president or chairman. And describe recent events in the industry that have affected your company. Make sure to keep it engaging, relevant and simple to make your readers continue reading.

Who we are?

This is the About Us section in your brochure, where you can talk about your company and what it stands for. You can mention your values, mission, development and company history to give readers a better understanding of your company.

What we do for you?

Here you give your readers an overview of the products and services you’re providing. Remember though to keep your focus on the benefits they deliver.

How we’re different?

You’re probably not the only company in your industry and chances are you’ve got 1 or 2 main competitors to fight with. With that said, this section is about explaining how you are different from everybody else. And how the differences make you a better and the preferred choice for potential customers and investors.

Customer stories, Referrals, Testimonials

In essence, this section is about including case studies of how you’ve helped others out with your products and services. And also what they have to say about it. This allows you demonstrate how your products are being used and what benefit your customers receive.

Call to action

A call to action must be included to tell the reader what to do next. Otherwise they’ll be in the dark over what they should do next. Your call to action depends on the role your brochure plays during the buying process. You might want them to call you to arrange a meeting or to place an order, it’s up to you to decide.

4 Things to avoid

1. Using “we”

Your readers are more interested to hear about how you can help them and the benefits they receive. Focus on talking directly to the reader by using “you” and move away from the self-centered “we”.

2. Buzz words

Avoid using buzz words in your brochure and fancy words. Especially when you’re able to express yourself with simple words and short sentences.

3. Long product descriptions

Your product may have a ton of excellent features, but you need to restrain yourself from including everything you know about the product. The trick is to include enough information for the reader to take the next step.

4. The complete history of your organization

Yes, we’re sure your company has a fantastic story to tell with lots of triumphs and losses. But going back to my earlier point, you need to keep the reader in mind. And ask yourself whether you’d want to read the entire history of another company. Unless it helps you with your sales message, you should probably limit the length of your company history.

Some final tips

Make your brochure worth keeping

Let’s say your company makes dietary supplements for gym-goers. You could write an article titled, “How to get stronger and faster in 2 weeks?” And include together with the brochure. Because you’re giving something of value away that’s related to your product, people will keep it  and refer back to it for advice.

Use pictures to back you up

Just like you use pictures in your presentation to back up a point you made during your talk. The same reasoning applies to your brochure. Use pictures to demonstrate your product in use and to support your selling points.

Always proofread your content

Nothing destroys your credibility more than having a spelling or grammar mistake in your brochure. Your brochure is used as a sales agent and a symbol of what your company stands for. Always proofread your text to avoid looking careless with the details. If you don’t feel like doing it yourself, you can always ask someone else to go through it.