Get the readers attention with an emotional appeal, a provocative question, or a benefit statement. Around 80% of people will not open a brochure that doesn??™t give a prime benefit or a compelling reason on the front cover. That means your company??™s name probably doesn't belong at the top - it belongs down at the bottom of the front cover, and your logo may need to go on the back. Tell the reader exactly what you want them to do, and invite them to do it now (perhaps a limited time offer, or some other reason for them to act now). This is not being pushy. People just forget if they don??™t act right away. And you don??™t want them to forget. The words in the brochure are what sell. Pictures are great, but the words do the selling. Your brochure is not a fluffy decoration for your company and do not let a designer make it one. Your brochure doesn??™t have to be a literary masterpiece, keep it short, compelling, easy to read and above all, avoid the use of jargon. Don??™t be afraid to sell yourself or your company in your brochure! Readers know that they are reading a promotional piece. They are reading your information on their own free will. Remember that your brochure won??™t seal the deal. It will only pave the way for you or your salespeople to follow up.