Four color process printing, varnishing and special treatments such die-cutting, foil stamping can add additional costs to producing a brochure, and may well be worth it if they enhance your brochure and the image you wish to project. Other cost considerations are whether you need professional photography, help with writing or editing copy for your brochure.

Even if you don't know all the details of your brochure when getting started, it's a good idea to create a budget. Start with determining how many brochures you will need to use during the next twelve months including mailings and sales meetings. If you have seen a brochure with a similar amount of information and photographs as you need for your brochure, a designer can use it as a model

Today, in the age of E-Mail, multi-media presentations and the Internet, it's easy to assume that a website can take the place of a printed brochure. Printers today are producing more printed marketing materials than ever. In fact, with people spending so much time in front of computer screen, going through the mail or reading printed materials can be a welcome diversion—and an opportunity for you.

Let's face it, letters take a lot of effort to read through and there are usually no graphics beyond the sender's logo and signature to break up the blocks of copy. A cover letter sent to prospects or handing out a business card to a potential client can make a quick impression, but these two marketing vehicles can only present only a small fraction of information about your business. Meeting prospective clients face-to-face takes time and effort, and sometimes you need a creative way to introduce yourself and your company.

Brochures are a great way to package and deliver a lot of information about yourself, your business and expertise into a format that is easily mailed or handed out at a business meeting. Brochures can be given to current clients to pass on to possible referrals or even left in brochure holders in different locations.

What is a brochure, exactly?
Brochures range from a simple two-fold design using one sheet of 8-1/2 inch x 11 inch paper to elaborate 9 x 12 inch pocket folders with pages stitched in and insert sheets. There is one standard size or configuration, but over the years several sizes have emerged, either to fit mail envelopes or to fit printing presses.

Good brochure design involves not simply producing an expensive-looking, flashy design, but a careful analysis of your target market, what level of sophistication is needed and consideration of your market niche in order to make a great first impression. And, last but certainly not least, your brochure should leave a potential client with something he or she is hesitant to throw away.

Getting started
If you have never created a brochure before, start by collecting a number of brochures (including competitors') that represent a wide range of quality—from simple one and two-color on textured stock to slick 4-color glossy brochures.

By asking yourself what it is that makes a brochure attractive and effective to you, it will be easier to make a brochure for your own business which will convey the message and level of sophistication you require.

Next, you will need to create some basic brochure copy about your business. Even if you're not a professional writer, putting some thoughts and facts about what your business does on paper will help make more concrete what information your brochure needs to convey.

When writing copy ask yourself:

• Is my company an industry leader?
• Does my company have a market niche?
• What distinguishes my company from my competitor?
• Do we offer better value, service or selection of products?
• Do we have anything new or different to promote?

Questions to ask yourself should include:

• Who is your target audience?
• What message will get a potential client's attention?
• What kinds of brochures and what level of sophistication are typically crossing your client's desk?
• Does your product or service require photographs or illustrations to help convey your message?
• Will the brochure need to be a self-mailer?

Key information to include in your brochure:

• Mailing address.
• Phone number (and 800 number if you have one).
• Fax number.
• E-Mail address.
• Website address.

Be sure not to include in your brochure any information which is subject to changing in the next 12 months or so. Also, be wary of using a specific person's name as a contact person unless he or she is someone you know isn't going to leave in the next year. The same goes for printing photographs of people. There's no sense in spending several thousand dollars to create a brochure only to have it become out of date because someone leaves the company.

What does a brochure cost to produce?
Brochures can vary from a few hundred dollars to several thousand dollars. Because there are so many variables involved in producing a brochure such as quality of paper, number of ink colors, use of photographs, number of brochures printed, etc., it is difficult to estimate the final costs until all the specifications are determined.

Four color process printing, varnishing and special treatments such die-cutting, foil stamping can add additional costs to producing a brochure, and may well be worth it if they enhance your brochure and the image you wish to project. Other cost considerations are whether you need professional photography, help with writing or editing copy for your brochure.

Even if you don't know all the details of your brochure when getting started, it's a good idea to create a budget. Start with determining how many brochures you will need to use during the next twelve months including mailings and sales meetings. If you have seen a brochure with a similar amount of information and photographs as you need for your brochure, a designer can use it as a model

What is a brochure, exactly?
Brochures range from a simple two-fold design using one sheet of 8-1/2 inch x 11 inch paper to elaborate 9 x 12 inch pocket folders with pages stitched in and insert sheets. There is one standard size or configuration, but over the years several sizes have emerged, either to fit mail envelopes or to fit printing presses.

Good brochure design involves not simply producing an expensive-looking, flashy design, but a careful analysis of your target market, what level of sophistication is needed and consideration of your market niche in order to make a great first impression. And, last but certainly not least, your brochure should leave a potential client with something he or she is hesitant to throw away.

Getting started
If you have never created a brochure before, start by collecting a number of brochures (including competitors') that represent a wide range of quality—from simple one and two-color on textured stock to slick 4-color glossy brochures.

By asking yourself what it is that makes a brochure attractive and effective to you, it will be easier to make a brochure for your own business which will convey the message and level of sophistication you require.

Next, you will need to create some basic brochure copy about your business. Even if you're not a professional writer, putting some thoughts and facts about what your business does on paper will help make more concrete what information your brochure needs to convey.

When writing copy ask yourself:

• Is my company an industry leader?
• Does my company have a market niche?
• What distinguishes my company from my competitor?
• Do we offer better value, service or selection of products?
• Do we have anything new or different to promote?

Questions to ask yourself should include:

• Who is your target audience?
• What message will get a potential client's attention?
• What kinds of brochures and what level of sophistication are typically crossing your client's desk?
• Does your product or service require photographs or illustrations to help convey your message?
• Will the brochure need to be a self-mailer?

Key information to include in your brochure:

• Mailing address.
• Phone number (and 800 number if you have one).
• Fax number.
• E-Mail address.
• Website address.

Be sure not to include in your brochure any information which is subject to changing in the next 12 months or so. Also, be wary of using a specific person's name as a contact person unless he or she is someone you know isn't going to leave in the next year. The same goes for printing photographs of people. There's no sense in spending several thousand dollars to create a brochure only to have it become out of date because someone leaves the company.

What does a brochure cost to produce?
Brochures can vary from a few hundred dollars to several thousand dollars. Because there are so many variables involved in producing a brochure such as quality of paper, number of ink colors, use of photographs, number of brochures printed, etc., it is difficult to estimate the final costs until all the specifications are determined.

Four color process printing, varnishing and special treatments such die-cutting, foil stamping can add additional costs to producing a brochure, and may well be worth it if they enhance your brochure and the image you wish to project. Other cost considerations are whether you need professional photography, help with writing or editing copy for your brochure.

Even if you don't know all the details of your brochure when getting started, it's a good idea to create a budget. Start with determining how many brochures you will need to use during the next twelve months including mailings and sales meetings. If you have seen a brochure with a similar amount of information and photographs as you need for your brochure, a designer can use it as a model

By asking yourself what it is that makes a brochure attractive and effective to you, it will be easier to make a brochure for your own business which will convey the message and level of sophistication you require.

Next, you will need to create some basic brochure copy about your business. Even if you're not a professional writer, putting some thoughts and facts about what your business does on paper will help make more concrete what information your brochure needs to convey.

When writing copy ask yourself:

• Is my company an industry leader?
• Does my company have a market niche?
• What distinguishes my company from my competitor?
• Do we offer better value, service or selection of products?
• Do we have anything new or different to promote?

Questions to ask yourself should include:

• Who is your target audience?
• What message will get a potential client's attention?
• What kinds of brochures and what level of sophistication are typically crossing your client's desk?
• Does your product or service require photographs or illustrations to help convey your message?
• Will the brochure need to be a self-mailer?

Key information to include in your brochure:

• Mailing address.
• Phone number (and 800 number if you have one).
• Fax number.
• E-Mail address.
• Website address.

Be sure not to include in your brochure any information which is subject to changing in the next 12 months or so. Also, be wary of using a specific person's name as a contact person unless he or she is someone you know isn't going to leave in the next year. The same goes for printing photographs of people. There's no sense in spending several thousand dollars to create a brochure only to have it become out of date because someone leaves the company.

What does a brochure cost to produce?
Brochures can vary from a few hundred dollars to several thousand dollars. Because there are so many variables involved in producing a brochure such as quality of paper, number of ink colors, use of photographs, number of brochures printed, etc., it is difficult to estimate the final costs until all the specifications are determined.

Four color process printing, varnishing and special treatments such die-cutting, foil stamping can add additional costs to producing a brochure, and may well be worth it if they enhance your brochure and the image you wish to project. Other cost considerations are whether you need professional photography, help with writing or editing copy for your brochure.

Even if you don't know all the details of your brochure when getting started, it's a good idea to create a budget. Start with determining how many brochures you will need to use during the next twelve months including mailings and sales meetings. If you have seen a brochure with a similar amount of information and photographs as you need for your brochure, a designer can use it as a model

Key information to include in your brochure:

• Mailing address.
• Phone number (and 800 number if you have one).
• Fax number.
• E-Mail address.
• Website address.

Be sure not to include in your brochure any information which is subject to changing in the next 12 months or so. Also, be wary of using a specific person's name as a contact person unless he or she is someone you know isn't going to leave in the next year. The same goes for printing photographs of people. There's no sense in spending several thousand dollars to create a brochure only to have it become out of date because someone leaves the company.

What does a brochure cost to produce?
Brochures can vary from a few hundred dollars to several thousand dollars. Because there are so many variables involved in producing a brochure such as quality of paper, number of ink colors, use of photographs, number of brochures printed, etc., it is difficult to estimate the final costs until all the specifications are determined.

Four color process printing, varnishing and special treatments such die-cutting, foil stamping can add additional costs to producing a brochure, and may well be worth it if they enhance your brochure and the image you wish to project. Other cost considerations are whether you need professional photography, help with writing or editing copy for your brochure.

Even if you don't know all the details of your brochure when getting started, it's a good idea to create a budget. Start with determining how many brochures you will need to use during the next twelve months including mailings and sales meetings. If you have seen a brochure with a similar amount of information and photographs as you need for your brochure, a designer can use it as a model

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