The best advice on brochure-making I’ve ever read.
From Seth Godin, of course:
– overinvest in paper and design. Spend twice or even ten times more than you planned. If you can’t afford to do that, don’t have a brochure. Especially if your competition does. – use less copy. Half as much. – use testimonials. With photos. Short captions. It’s hard to have too many of the good ones. – make it funny enough or interesting enough or, hey, remarkable enough that people will want to show it to their friends. – show, don’t tell. Don’t say you have a tranquil setting… I won’t believe you. – and most important, make sure you leave several obvious things out… so that people need to talk to you.