How to Create a Brochure That Actually Works

You can waste a lot of time trying to design a brochure, only to have the final product end up in the trash. It happens all the time. The problem usually isn’t the printing or the design—it’s the way the brochure is formatted and written.

A brochure isn’t just supposed to look nice. It’s supposed to sell. The right format, paired with the right words, gives your prospects a reason to keep reading and, eventually, buy from you.

The truth is, you don’t need to know every detail of graphic design to get a brochure that works. You just need to know the key elements that go into one so you can give your designer the right information to work with.

Why the Format Matters

Think of your brochure as a mini sales pitch. Every section has a job. When you get the format right, the brochure flows naturally and guides your reader where you want them to go. Here’s what most brochures should include:

• Front cover headline – grabs attention and makes them want to open it.
• Inside subheads – break up the copy and keep people moving through the content.
• Body copy – fills in the details: what you do, why it matters, and how you’re different.
• Intro paragraph – connects the problem to your solution.
• Product/service info – exactly what you’re offering.
• Benefits – why your product makes their life better.
• Your edge – what makes you stand out from the competition.
• Social proof – testimonials, awards, clients.
• Back cover – company info, address, and space for a stamp if you’re mailing it.

Start With a Strong Headline

The headline is the make-or-break piece of your brochure. If it doesn’t grab attention, nobody is going to open it. A good headline answers your prospect’s favorite question: “What’s in it for me?”

Examples:

• “Reduce Your Financial Worries”
• “How to Live Longer and Healthier”
• “Do You Want to Gain Financial Freedom?”

Notice how each one promises a benefit or points to a solution. That’s the secret. If your headline is flat, the rest of the brochure doesn’t matter.

Use Subheads to Keep People Interested

Subheads are like little road signs. They make your brochure easier to skim and help your key points stand out.

Say you run Green’s Landscaping. You could use fun subheads like:

• Don’t Be Green With Envy – explaining your services
• We Save You Greenbacks – showing your benefits
• We’re Greening America – your eco-friendly angle

Subheads don’t have to be clever, but they should always point back to what your customer cares about.

Writing the Body Copy

Your first paragraph should tie back to your headline. If your cover asks, “Would You Like to Lose 10 Pounds?” your intro needs to hit back with, “Here’s how you can.”

Keep it short and simple. Set up the problem, then show how your product or service solves it.

From there, describe what you do—but remember, people care more about benefits than features. Don’t just tell them what your product is made of. Tell them what it’s going to do for them.

Think Nike. They don’t talk about shoe materials. They sell the idea that you’ll run faster and play better. Volvo doesn’t dive into car engineering. They sell peace of mind with “the safest car on the road.”

A Few Extra Tips

• Don’t overload it. Highlight only the most important services or benefits.
• Use strong, descriptive words that show confidence.
• Put benefits before features—always.
• Add credibility with testimonials, awards, or client names.

A brochure is more than a folded piece of paper—it’s a marketing tool. When it’s put together the right way, it can grab attention, build trust, and actually bring in business.

If you want help creating one, Wilson Printing can design, print, and even mail a brochure that makes your company stand out.