Your Brochure is Boring - How to Make It Irresistible

Let’s rip off the Band-Aid:

If your brochure looks like it was made in 2009 and reads like a Wikipedia article, it’s probably collecting more dust than leads.

It’s not just a brochure. It’s a quiet little sales tool. One that’s either working overtime for you or sleeping on the job.

Whether you’re handing them out at networking events or slipping them into client welcome packets, your brochure needs to do one thing really well:

Make someone care enough to take action.

Here’s how to fix it.

 1. Start With One Clear Goal (Not Six)

Too many brochures try to do everything - sell the service, explain the brand story, list every product, and showcase all the awards since 1997. (I’ve fallen into this trap before when running my own brick-and-mortar business) 

Squeezing all that information into one brochure is like stuffing an entire website into a trifold.

 Instead: Choose ONE goal.

• Book a discovery call

• Visit your business 

• Sign up for a class 

• Join your loyalty program

Every headline, sentence, and image should support that one goal. Your brochure isn’t your brand bio... It’s your invitation. 

2. Use Copy That Feels Human, Not Corporate 

People don’t relate to words like “solutions,” “synergy,” or “market-leading innovations.” That’s corporate wallpaper. And we’ve seen enough of it.

Instead, try writing like you're talking to a real person who might actually use your service.

Example:
Before: “We offer comprehensive, integrated solutions for your business growth.”

After: “We help small businesses grow faster, with tools that actually make sense.”

See the difference?

 3. Highlight Benefits, Not Just Features

If your brochure says:

“Our new software uses AI-enhanced workflow integration tools.”

That’s a feature. But most clients are asking: What’s in it for me?

Try:

“Cut your to-do list in half and finally make time for that second cup of coffee.”

You’re not selling a product. You’re selling peace of mind. Ease. Status. Success.

4. Design for the Skimmer

Most people won’t read your brochure cover to cover. They’ll skim. So make sure they find:

• Bold headlines that make a point

• Short paragraphs

• Clear, repeated calls to action

Also, white space is always your friend. Let the message breathe. It’s cleaner and, in turn, is easier to digest. 

5. Make It Pretty. But Make It Purposeful

Design is not just decoration. It’s communication.

Your fonts, color palette, and imagery all affect how trustworthy and professional your business feels.

• Is your brochure aligned with your current brand? 

• Is it easy to navigate? 

• Does the CTA pop?

If not, you’re missing out on silent conversions— the kind that happen just from how your materials look and feel.

Final Word: Boring Brochures Don’t Convert

Great brochures aren’t just informative. They’re persuasive, strategic, and designed to spark attraction and action. If your current one feels more blah than bold, that’s where I come in.

Want to know if your brochure is doing its job?

Send it my way. I’ll give you a free 5-minute critique - no strings attached.

Because small changes can lead to big results.. And let’s be honest, your business deserves better than boring.