For many companies, brochures are the public face of a company. When a client or potential customer gets one, their impressions may be formed from this simple-but very important-document.

A brochure is the place to show off your business to prospective customers. Sending for one can be the "call to action" in an advertisement, email or flyer. A new brochure can also be the anchor of a mail campaign that gets your product under the noses of consumers and the "excuse" for a follow-up phone call.

Think of a brochure as an extended sales pitch. But there are a few questions you should ask before sitting down in front of a computer.

How will people use the brochure?
Will people be getting this in the mail or handed at a convention or both? This is important to consider because it will help you set goals and parameters for the scope and design of the brochure. If it is a product brochure, it may have many pages and go into great detail. If it is a teaser, say for a mutual fund where extensive details can come later, maybe the design should be short and sweet and highlight key points.

How will people get the brochure?
Will it be handed to them or mailed or left on a table? Consider the different ways a brochure gets out to potential customers. Maybe it will be distributed with many others or made available on a rack. Keeping the delivery method in mind will help you make design decisions. If it is going to be made available on a rack, identifying text should be put up high on the cover. If it is going to be mailed, there are a host of considerations including where to put the address, if it is going to be stuffed in an envelope and who is going to fulfill the mailing.

What should go into the brochure?
No matter what the tone of the brochure, don't forget the basics. Contact name, number and address are very important and triple-check the spelling. But don't put this information first. People expect to be guided through a little tour in a brochure and expect this information to be toward the end.

How long will it be used?
If the brochure is to be used for a season or a limited period, then time considerations are not too important. But if it is to be used for a year or more, think about omitting prices and phrases that will date the contents. Instead of writing "a decade of experience" consider "more than a decade of experience" so the brochure ages gracefully. If prices are important, include them on a price sheet that can be quickly updated and reprinted.

How big should it be?
Taking size into consideration right off the bat can save you money and grief. Using standard sized paper is a good way to save money but might not be as eye catching when competing against a bag full of other brochures at a convention. Other considerations include USPS mail regulations and whether you want to stuff press releases in the back on letter-sized paper among other factors.

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