We review a lot of printed promotional material. The most common problem is not the design. It is that the brochure talks about the company when the reader wants to know about their own problem.
Answer the buyer's first question
Usually it is "can you help with this?" Make the answer obvious on the cover or the first page.
Show, then tell
A photo of the product in use, a short example or a simple comparison table explains more than a page of adjectives.
Make the next step clear
Every piece of promotional material should end with one clear action: call this number, visit this page, ask for a sample.
Print less, more often
Large print runs look cheaper per copy, but they go out of date. Smaller runs let you correct mistakes and keep prices and contact details current.
