How do I design a brochure

How to Make Strong Brochures - Content and Concept Tips

Despite the website, newsletter & Co: Brochures still have a permanent place among marketing tools. And rightly so. Because unlike the ephemeral online media, brochures with a well thought-out concept and informative content have lasting value. They give weight to the statements of a company and describe the offer in a condensed form. They also give a company a visual dimension: a well-designed brochure conveys a well-run organization.

And: In contrast to sales letters or advertisements, a potential customer picks up the brochure for a specific reason. Be it because he ordered it or because it was presented to him at the exhibition stand. This means that he is basically ready to deal with the brochure - a fact that you should definitely take advantage of by designing it in an appealing way.

The following tips will help you write a strong brochure:

Put the most important selling point at the beginning the brochure - ideally right on the cover. Because: the readers are in a hurry. Based on the title, you decide whether to continue reading or not.

Emphasize the benefits of your product, not its properties. The latter merely describe how a product works and what it looks like. However, what counts for the customer is the benefit. So make it clear to the reader what your product can do for them.

Just stick to the formula “FAB”: features, advantages, benefits.

An example:

  • Airbags are present in almost every car (feature).
  • They make driving safer (advantage).
  • This in turn protects the occupants and can save lives (benefit).

If you really don't know why people buy your product - just ask them. Either in informal discussions or by means of a questionnaire. This will help you find out the value proposition that you should definitely highlight in the brochure. Above all, emphasize product advantages that distinguish you from other providers and make them unique in the eyes of customers.

Define your target audience precisely, their worries and needs. Then show how you can satisfy those customer requests. This makes the content and concept interesting, the reader remains attentive and open.

If you are not sure what belongs in a brochure: Just write down the typical customer inquiries. Answer them and you already have a basis for the content design. If you want, you can also structure the text as a series of questions and answers.

Avoid the "we" form, always address the reader directly. Do not write: “Our product works fully automatically”, but “You save a lot of time if you use our product”. Try to avoid the words "I" and "we" as much as possible.

Imagine the typical representative of your target group visually and write for him. This makes the style more personal and lively; You avoid dry technical language. Write simply and clearly, do not overwhelm the reader with unimportant details. Divide the text into clear paragraphs and work with easily readable lists or info boxes.

Write short headingsthat get straight to the point and highlight customer benefits. This also assumes that you have a thorough understanding of the needs and problems of your customers.

Use testimonials - they underline your credibility. When readers learn how you could make a customer more successful, they'll be more open to your sales messages. But only use real testimonials, fakes are taboo.

Show, don’t tell - You should base your brochure concept on this principle. That means: don't tell the reader what they think of your company - prove it to them. For example through case studies. These illustrate how to solve customer problems. Show what is behind your "outstanding service", the "effective solutions" or the "technical competence". Tell instructive stories and avoid boring empty phrases.

Don't use short-lived information, otherwise you will have to print a new brochure soon. This applies to the names of contact persons, but also to pictures of employees.

Make the content as informative as possible. Because the reader should continue to use them to look up and not throw them away straight away. For example, you can cite current market studies, bring out excerpts from specialist articles or give an outlook on the future development of your industry.

Another important tip for the concept: A brochure must contain all of the information that is critical to selling - it should be a complete sales tool. Don't assume that you can fit in missing content in a later sales pitch.


These recommendations will show you how to create a successful brochure and how to take advantage of its benefits. With a well thought-out concept and useful content, you can turn your product or company brochure into a powerful marketing tool. Show that you understand and solve your customers' needs and problems. Because that's the best selling point.