The biggest mistake made when writing a brochure, is focusing on information instead of persuasion. Brochures are fundamentally sales documents and the copy must present concepts both clearly and convincingly. Be certain that you understand how the brochure will be used, including where the brochure fits into the sales process, how it will be distributed, who will read it, and what action you want the reader to take next. Knowing the desired outcome helps define the content and structure for your brochure.

Brochure copy should stress the customer, not your product. That is, it should make the person reading the document feel that their issues are clearly understood, even before you begin discussing the solution.