The headline should lead to a benefit for the reader. If the headline's a question, it can be a teaser ... but make sure the question will make them think "yes". For example. "Ready for a machine that will sweat for you and let you have the body shape you've always dreamed of?" If they think "yes", they will want to read about the solution you offer. Also, studies show that getting a reader to say yes right off the bat also makes it easier for them to say yes to your offer later on.

Now, to write a powerful headline, you have to know why customers respond to brochures. It's either because the offer solves one of their problems, makes their lives easier, or saves them money. Make sure you address at least one of these motivations in your headline. A powerful headline should also not be too long -- twenty words or less is suitable. Finally, don't use ALL CAPS without good reason. It's usually harder to read and can SOUND LIKE YELLING.

Along with the headline, you'll probably want to include a catchy graphic that goes with it. The graphic and headline should support one another. Take the toothbrush example: the graphic might be a large magnifying glass on a hard-to-reach area of the mouth, showcasing and dramatizing some foul-looking plaque. Note that you may choose NOT to use a graphic, but because graphics are so compelling, you should have a conscious reason for not placing one -- for instance, the headline is so powerful that it wants no embellishment; or you're specifically going for a minimalist feel.

Besides any graphics included on the front, you may want to add your company name and logo ... but these shouldn't be the center of attention.

The Inside Front Panels

When the reader first turns your brochure cover, prior to reaching the meat, she comes across two inside panels (in 3- or 4-panel brochures). There are a couple of ways to use these pages. You can either summarize briefly what you're selling. Or, since readers will be looking at two panels when they open it, one or both of these panels might be used to respond to the front panel. The two panels can be used as two separate pages or one large page. If you're using them as one large page, then a graphic could be centered in the two panels with facts or testimonials included around it.

The Insides

Why should your customers choose you? List the details here. Present them with headers or bullet-points so the text is easy to read.  Make the reader feel smart in choosing you.

Most companies like to list the important features of their products, but remember that customers don't care about any of your features unless those features mean benefits for them. As some copywriters put it, you ought to tell your readers what your product does, not what your product has. For example, rather than writing, "Our company's computer mice have no wires," you might write, "You'll never have to bother with the inconvenience of mouse wires tangling around your laptop or getting into knots again." Other copywriters, however, suggest writing both what your product does and what your product has. Both approaches can be successful, but notice that both DO incorporate the benefits -- that is, what the product DOES. Keep this in mind.

You'll need a short paragraph or two for each of the advantages of choosing your company. This is much more attractive to the reader than long descriptions of your products. And remember that this can include more than just details about products and services. For instance, do you offer extensive customer care? Remember that your company's distinct process of working with customers just might be one of your advantages. If so, tell the reader!