Briefing a brochure for the first time can feel harder than it needs to be. Once you break the content down into a simple structure, the decisions become much easier to make. This guide walks through what to include, section by section, so you can brief your printer with confidence.

Before you write a word, decide what job the brochure needs to do. A brochure that introduces your company to new prospects needs different content from one that supports a sales conversation or explains a specific product range.

A few questions help narrow this down:

• Who will read this brochure?
• Where will they receive it?
• What do you want them to do after reading it?

The answers shape everything else, from how much detail to include to what goes on the cover.

Your cover has one job. It needs to make the right person want to open the brochure. Keep it simple.

Include:

• your logo
• a short, clear headline that says what you do or who you help
• one strong image that reflects your business, not a generic stock photo

Avoid cramming extra text or several messages onto the cover. If someone has to work out what the brochure is about, they are less likely to open it.

Once the cover has done its job, the inside pages need to deliver on the promise. A clear order helps readers follow your message without getting lost.

A simple structure works well for most business brochures:

1. Who you are: a short introduction to your company and what you do
2. What you offer: your products or services, explained in plain language
3. Why it matters: the benefits your products or services bring, not just the features
4. Proof: testimonials, case studies, accreditations or client logos that back up your claims

Keep each page focused on one idea. If a section is trying to say too much, split it across two pages rather than shrinking the text to fit.

Every brochure should end with a clear next step. Tell the reader exactly what to do, whether that is getting in touch, requesting a quote, visiting your website or scanning a QR code.

A vague call to action such as “contact us for more information” is easy to ignore. Something more specific, such as “call us today for a free consultation” or “request a sample pack”, gives the reader a reason to act.

Make it easy for readers to reach you. Include your phone number, email address, website and physical address if relevant. A QR code linking to your website or a landing page can be a useful addition, especially if you want to track responses.

Keep this section simple and easy to scan. Readers should not have to search for how to get in touch.

Planning what goes into a brochure involves plenty of small decisions, from the cover message to the proof points you choose. To make this easier, we have created a simple brochure content checklist you can use when briefing your next brochure.

Download the brochure content checklist

The checklist covers the main content areas to plan for, including:

• cover elements: logo, headline and image
• company and product or service information
• benefits and proof points
• your call to action
• contact details and practical information

A good brochure does not need to cover everything. It needs to cover the right things, in the right order, so readers can find what they are looking for and know what to do next.

As a family-run printer since 1996, we have helped plenty of businesses turn a first brochure brief into a finished piece they are proud to hand out. Once your content is ready, we can help you choose the right paper stock, finish and binding, including perfect bound options for longer brochures, to match how the brochure will be used. Take a look at our brochure printing options to get a quote, or get in touch if your artwork needs a hand from our graphic design service.