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First, determine the primary audience for the brochure. Who will be reading it? What do they need to know? What do you want to tell them that they might not think to ask? What action do you want them to take after looking at the brochure? Sketch out an outline of the copy you’ll need to write.

Next, determine the main way the brochure will be delivered. Do you plan to mail the brochure or hand-deliver it? (Note: if you’re planning to mail the brochure, you’ll need to work with your brochure printing company on the design and size specifications for mailing).

Gather the content for your printed brochure. This step usually takes longer than most companies realize. If you already have good copy about your company on your website or in other marketing materials, see if any of that can be repurposed. Do you plan to include photos in your brochure? Photos and visuals can make a powerful impact and grab your audience’s attention. Determine what photos you already have that can be used, and what new photos need to be taken. Stock photography is another good option that can save time and money (your brochure printing company can help with this step). Also, gather your company’s logo, tag line or any other brand identification assets that will be in the printed brochure. Be sure that all of your photo and art files are in a file type and resolution that will work for print (your brochure printing company can provide information on what works best). If you plan on mailing your brochure, get your mailing list ready, or determine if you’ll need to buy a mailing list.

Determine the quantity you need, and if possible, establish a budget. Think about how many brochures you will need. Are they being used for a one-time event, like a campaign mailing or a trade show? Or do you plan to use the brochure for a variety of needs over the months to come? How often does your company make changes to messaging? (You don’t want to wind up stuck with obsolete inventory) Your brochure printing company can provide information on quantity discounts, and help you weigh your options in terms of large quantities vs. short runs. Determining about how much you have to spend on your brochure printing project ahead of time will help your discussions with your brochure printing company go smoothly.

And, most importantly:

Find a company to help with the design and brochure printing, and get them involved early in the process. For the most flexibility regarding printing options, papers, and budget, look for a printing company that offers both offset and digital printing capabilities. Your brochure printing company should be able to assist with:

    *Designing your brochure – be sure they know how it will be used. They can help you with the layout, size, paper, folding or finishing and overall look and feel of the brochure. If you have examples of brochure that you like, bring them to your first meeting.
 

   *Finding options to meet your budget – your printing services company can help you select paper, finishing, quantity and size options to meet your budget. Be sure to ask about volume discounts.
   

   *Getting your brochure ready for printing – be sure your brochure printing company can provide the necessary pre-press and proofing steps to be sure your project is done right.
   

   *Mailing your brochure – if you plan on mailing your brochure, look for a company that can handle the task. They should be able to assist with buying a mailing list if you need one, designing your brochure to postal specifications, providing you with details on the cost of postage, and doing the bar-coding, addressing and mailing.


With some careful planning and vendor selection, you’ll have a brochure that you’ll be proud to give to clients at a budget you can afford.