Brochures can be highly effective marketing materials-when done right. They offer a great way to supply information, whether it’s to advertise or market, educate or inform, or entertain. They provide information people need, but are generally short enough that they remain easy to read. The following five steps will help you create an effective brochure that will get the results you’re looking for.

Step 1: Identify the Brochure’s Purpose

Ask yourself what the goal of the brochure is. What do you want the brochure to accomplish? What next steps do you want the reader to take? Brochures can be used to advertise or market, educate or inform, or entertain-which of these do you want your brochure to do? Clearly identifying the purpose and communicating it to everyone involved in the project will help ensure the brochure becomes an effective one.

Step 2: Identify the Audience

How the brochure will be used ties directly with who the audience for the brochure is. Are they technical or nontechnical? What is their level of education? Are they already knowledgeable about the topic, or is the brochure an introduction to it? Write down everything you know about them-their demographics such as how old they are, where they live, what their occupations are, etc. All of these components will factor into the types of language you use as you write the copy, and the design choices you will make.

Step 3: Craft the Message

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