1. Taking great care in how the brochure looks, but not focusing on your sales objectives.  You’ve chosen a high-quality paper, a beautiful layout, wonderful graphics; now it’s time to carefully write content that will accomplish your goals.  You want to adequately describe your product or services without being too wordy.  You will want to describe it in terms that make your client realize this is the solution they have been waiting for.  The next thing may be a call to action – what do you want them to do?  Tell them!  “Call today to start your free trial…”
  2. Forgetting to put key contact information on the brochure – website, email, phone number, fax number, facebook or other social media info.  Make sure this information is complete.  The phone number on your brochure should have your area code.  Your social media contact should have the exact address – facebook.com/mycompany – not just “find us on Facebook.”
  3. Turning poor quality artwork in to your printer, but expecting high-quality results. Ask your printer what format they would like your logo or other artwork in.  You may not know what they are talking about but your graphic artist will.  If your artwork is not up to par or not available digitally you may have to pay more to have your printer recreate it in a digital format.
  4. Printing a lot of brochures with content that will be out of date soon.  Don’t end up crossing things out and writing on the brochure.  Events or products that are only available for a limited time may not belong on your brochure.
  5. Failing to plan where, when and how the brochure will get distributed.  Are you going to mail this?  Take it with you on sales calls?  Have a plan in mind before you spend the money to have something printed.
  6. Using text on the brochure that is unreadable.  Do not choose a font that is full of elegant curlicues or Egyptian-looking hieroglyphs.  Your font should be large enough to be easily read and placed on a background that is a strong contrast.
  7. Using inappropriate or cartoony clipart.  Your illustrations should reflect the image your company is trying to make.