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How to Write a Brochure: The Order the Work Goes

Updated September 2026 · Written and maintained by the Progression Agency strategy team

Most brochures are rewritten because the writing started too early. Before a sentence is worth drafting, three things have to be settled: what single job the piece is hired to do, who is holding it and when, and how many panels there are — because the panel count sets a hard word budget that no amount of good copy can exceed. This page covers that sequence, the panel-by-panel structure that works, realistic word counts by format, the print details that ruin otherwise good pieces, and a proofing checklist worth running before anything goes near a printer.

The short answerDecide the one job first — leave-behind, mailer, counter piece or event handout are different documents. Name one reader and the moment they are holding it. Fix the format before writing, because a tri-fold gives you roughly six panels and about 450 words at the ceiling. Then write panel by panel: cover promise, the problem in their words, what you do, one checkable proof, the awkward objection, and one action with everything needed to take it. Cut the draft by a third. Proof on paper, never from a screen.

Writing a brochure, in five facts
Most brochures fail before a word is written, because nobody decided what single job the piece was hired to do or who would be holding it when they read it.
One job — Decide it first. Leave-behind or mailer, not both.
One reader — Name them. A person, not a segment.
Format — Fix before writing. Panels set the word budget.
Cut — By a third. Every first draft is over.
Action — One, repeated. Not five competing ones.
Proof — On paper. Never sign off from a screen.

Step one: decide the one job

Answer first: a brochure that tries to introduce the company, explain five services, establish credibility and generate enquiries does none of them. Pick one job and let the piece be worse at everything else, because that is the only way it is good at anything.

The four common jobs, and why they produce different documents

Four brochure jobs and what each actually needs
JobReader’s stateWhat it must doWhat it can skip
Sales leave-behindJust met youReinforce what was discussedExplaining who you are
Direct mailerCold, standing over a binEarn three secondsDepth of any kind
Counter pieceAlready in your premisesAnswer the question they came withPersuasion
Event handoutSixty other handouts todayBe memorable and findable laterDetail
Capability bookletEvaluating you formallyWithstand scrutinyBrevity
Product spec sheetComparing optionsBe accurate and completeStory

The conclusion: a leave-behind can assume a conversation happened; a cold mailer cannot assume anything at all. Using one piece for both means writing for the harder case and boring the easier one, which is why most businesses eventually need two.

The order the work actually goes in
Format before copy is the step most people invert. A tri-fold has roughly eight panels and a hard ceiling on words; discovering that after writing 1,200 costs a rewrite.

Step two: name the reader and the moment

Answer first: write to one person in one situation. ‘Small business owners’ is a segment, not a reader. ‘A practice manager who has just been handed this at a stand, with a coffee in the other hand’ is a reader, and it tells you the type size, the sentence length and how much you can assume.

The three questions that define the moment

  1. Where are they physically? Standing, sitting, at a desk, in a queue. This decides how much they can read.
  2. What do they already know? Nothing, your name only, or the whole conversation you just had. This decides where the copy starts.
  3. What will they do with it in ten seconds? Pocket it, bin it, hand it to someone else. This decides what has to be on the cover.

What to include in a brochure, and what to leave out

Answer first: a cover promise, the problem in the reader’s words, a plain description of what you do, one checkable proof, the awkward objection answered, and one action with everything needed to take it. Leave out the founding date, the mission statement, the second and third calls to action, and every adjective that would survive deletion unnoticed.

Why the cover carries most of the risk

Answer first: the cover decides whether the rest is read at all, and most covers spend that attention on a logo. The logo can be small. The promise cannot.

Step three: fix the format before you write

Answer first: panel count sets the word budget, and the word budget is much smaller than people expect. A six-panel tri-fold tops out around 450 words if it is to stay comfortable at arm’s length — roughly 75 words a panel, which is a short paragraph.

Realistic word budgets by format
These are ceilings, not targets. A tri-fold at 250 words usually outperforms the same piece at 450, because the reader decides whether to engage in about three seconds.
Paper — Weight matters. 100lb text feels considered.
Finish — Matte or gloss. Matte reads easier, gloss photographs better.
Fold — Tri, bi, gate. Tri is cheapest and most familiar.
Bleed — 3mm minimum. Or a white sliver on every edge.
Color — CMYK, not RGB. Screen greens rarely survive print.
Resolution — 300dpi. Web images look soft on paper.
Formats, panels and what fits
FormatPanels or pagesComfortable wordsTypical unit costBest for
Tri-fold6 panels250 – 450LowestMailers, counter pieces
Bi-fold4 panels300 – 550LowLeave-behinds
Gate-fold6 panels250 – 450MediumA reveal on the inside spread
Single sheet, two sides2 sides150 – 400LowestSpec sheets, event handouts
8-page booklet8 pages800 – 1,400MediumConsidered purchases
12-page booklet12 pages1,400 – 2,200HigherCapability documents
16-page booklet16 pages2,000 – 3,000HighestNeeds a contents page
How the formats compare on the things that matter
A booklet reads as more substantial and costs more to be wrong. For a first brochure, the tri-fold’s cheapness is a feature: it lets you find out what readers actually ask about.

Why the ceiling is not the target

A tri-fold at 250 words usually outperforms the same piece at 450. The reader decides in about three seconds whether to engage, and density is the fastest way to lose that decision. Write to the ceiling, then cut to two thirds of it.

Step four: the panel-by-panel structure that works

Where each format earns its place
A leave-behind and a cold mailer are opposite documents. The first can assume a conversation already happened; the second has to earn three seconds from someone standing over a recycling bin.
Panel 1 — The cover. A promise, not a logo.
Panel 2 — The problem. In the reader's words.
Panel 3 — The answer. What you actually do.
Panel 4 — The proof. Specific, checkable.
Panel 5 — The objection. Answer the awkward one.
Panel 6 — The action. One, with everything needed to take it.

Panel one — the cover

A promise or a question, in the reader’s language, large enough to read across a table. The logo belongs here but not first. If the cover only says who you are, it has spent the reader’s attention describing you rather than earning the unfold.

Panel two — the problem, in their words

Say the thing they would say. Not ‘operational inefficiency’ but ‘the same job gets quoted twice’. Recognition is what makes someone keep reading; abstraction is what makes them stop.

Panel three — what you actually do

Plainly, without the category name. ‘We answer your phone when you cannot’ rather than ‘telephony solutions’. If a sentence could appear in a competitor’s brochure unchanged, it is not doing work.

Panel four — one checkable proof

A named client with permission, a figure you can substantiate, a certification with its number, or a length of time in business. One is enough and it must be real — an unverifiable claim on a printed page is permanent in a way a webpage is not.

Panel five — the awkward objection

Answer the thing they are actually thinking, usually price, disruption or lock-in. A brochure that answers the uncomfortable question reads as confident; one that avoids it reads as a brochure.

Panel six — one action, fully equipped

One action, not five. Phone number, website, hours, address, and whatever else is needed to act without asking a further question. If there is an offer, put an expiry on it — without one, there is no reason to act today, and today is all the attention you get.

Headline — Benefit, not category. 'Fewer breakdowns' beats 'Maintenance'.
Subhead — Who it is for. Names the reader explicitly.
Body — Short sentences. Read at arm's length.
Caption — Always read. The second-most-read element.
Pull quote — Real, attributed. Never invented.
Footer — Everything to act. Phone, URL, hours, address.

Step five: cut it by a third

Answer first: the first draft is always over budget for the space, and cutting improves it reliably. Remove the company history, the second and third calls to action, every adjective that is not doing work, and any sentence that survives the deletion test — if removing it changes nothing, it was decoration.

What to cut first, in order

  1. Company history and founding date, unless longevity is the actual proof.
  2. Every call to action except one.
  3. Adjectives: leading, innovative, premier, bespoke, world-class.
  4. Any sentence explaining what a category is, if the reader already knows.
  5. Mission statements, without exception.
  6. The second case example. One specific beats two vague.
  7. Anything you would not say out loud to a customer’s face.
Company history first — Mistake. Nobody reads it.
Six calls to action — Mistake. Which one wins?.
Stock photos of nobody — Mistake. Reads as generic instantly.
Jargon — Mistake. Your words, not theirs.
No expiry on the offer — Mistake. Nothing to act on today.
Tiny type — Mistake. Your reader may be 55.
The print checks worth making before you send files
DetailWhat goes wrongThe fix
BleedA white sliver along a trimmed edge3mm bleed on every edge that runs off
Color spaceScreen greens and oranges print dullSupply CMYK, and ask for a proof
Image resolutionPhotos look soft on paper300dpi at final printed size, not web images
Fold placementText falls into the foldGet the printer’s template before designing
Type sizeUnreadable for older readers10pt minimum body, 12pt if the audience is older
Paper weightFeels like a flyer100lb text or heavier for anything considered
FinishGlare under strip lightingMatte for reading, gloss for photography

Get the printer’s template first

Every printer supplies a template with fold positions and safe margins. Designing without it and discovering a headline sits across a fold is a full redesign, and it happens constantly.

Proofing: the step people compress

Proofing checklist before anything goes to print
Print is unforgiving in a way the web is not. A typo on a website is a five-minute fix; a typo on 5,000 brochures is a reprint or a year of quiet embarrassment.

Why reading aloud finds what spellcheck cannot

Answer first: spellcheck catches misspellings, not wrong words, and a brochure’s typical errors are wrong words — a correct spelling in the wrong place, a number transposed, an old price. Reading aloud, on paper, catches all three.

Dial the number, open the URL, scan the code

Every one of those three has failed in print. A wrong digit in a phone number makes the whole run worthless, and it is the cheapest thing on this page to check.

Three-second read — Test. What is it for? Who is it for?.
Arm's length — Test. Can you read the body text?.
Cover alone — Test. Does it earn the unfold?.
The stranger — Test. Hand it to someone outside the business.
The action — Test. Could they act without asking you anything?.
Read aloud — Test. Awkward sentences reveal themselves.

A realistic schedule

A realistic production schedule
The compressible weeks are design and print. The two that are not are deciding the job and proofing, and those are the two people habitually squeeze.

The compressible weeks are design and print. The two that are not are deciding the job and proofing — which are, reliably, the two people squeeze when a date moves.

Questions people ask about writing a brochure

How long should a brochure be?

Shorter than the format allows. A six-panel tri-fold tops out near 450 words and usually reads better at 250. Length is a ceiling set by the format, never a target.

What goes on the front of a brochure?

A promise or a question in the reader’s language, large enough to read across a table, with the logo present but not leading. The cover’s job is to earn the unfold, and describing yourself does not earn it.

How many calls to action should there be?

One, repeated. Five competing actions produce none, because choosing is work and the reader has not agreed to do any work yet.

Should I include prices?

Include them if they are stable and if price is the objection. Printed prices are a commitment for the life of the print run, so a range or a starting-from figure is usually the workable compromise.

Do I need photographs?

Real ones, of real people and real work, or none. Stock photographs of anonymous people in offices read as generic within a second and actively reduce credibility.

What is the biggest mistake?

Opening with the company’s history. It is the section the writer finds easiest and the reader finds least useful, and it consumes the panel that had to earn attention.

Should the brochure match the website?

In voice and visual identity, yes. In content, no — a brochure is read in a single sitting with no navigation, so it needs a beginning and an end that a website page does not.

How do I write a brochure for a service rather than a product?

Lead with the problem rather than the deliverable, because services are bought to remove a problem and products are bought for what they are. Then make the intangible checkable with a named proof.

Who should proof it?

Someone who did not write it, on paper, reading aloud. The writer’s eye repairs their own errors automatically, which is why writers cannot proof their own work reliably.

How many should I print?

Fewer than feels efficient, for a first run. The per-unit price falls with volume and the cost of being wrong rises with it, and you will want changes after the first fifty conversations.

What paper weight should I use?

100lb text or heavier for anything meant to feel considered; lighter is fine for high-volume mailers where cost dominates. Weight is the first thing a reader registers and they register it before reading a word.

Should there be a QR code?

Only if it goes somewhere specific and useful — a booking page, a video, a form. A QR code to the homepage adds a step and removes a reason.

A one-page summary of how to write a brochure

If you take one thing from this page: how to write a brochure is a sequencing problem, not a writing problem. People ask how do you write a brochure and start drafting sentences, when the answer is that writing a brochure begins three decisions earlier — job, reader, format — and the sentences follow almost mechanically once those are settled.

How to write a brochure: the whole method on one line each
StageDecisionOutputCommonest failure
1. JobWhat single thing is this hired to do?One sentenceTrying to do four jobs
2. ReaderWho is holding it, where, knowing what?One person namedA segment instead of a person
3. FormatPanels or pages, and the foldA word budgetWriting before this is fixed
4. CopyPanel by panel, in their wordsA first draftOpening with company history
5. CutRemove a thirdA working draftCutting the wrong third
6. DesignTo the printer’s templateArtworkText falling into a fold
7. ProofOn paper, aloud, by someone elseSign-offProofing from a screen
8. PrintShort first runDelivered stockOrdering 10,000 of a first draft
Writing a brochure: what to say and what to delete, by panel
PanelSay thisDelete this
CoverA promise or a question in their words‘Welcome to’ and a large logo
ProblemThe sentence they would say themselvesAbstract category language
What you doPlain description without the category nameAnything a competitor could print unchanged
ProofOne named, checkable specificThree vague claims
ObjectionThe awkward question, answeredSilence on price or disruption
ActionOne action with everything neededFive competing next steps
AnywhereA caption under every imageMission statements

If the brochure is part of something larger: what agency work costs, what a marketing agency actually does, corporate video production and branding pricing.

Updated August 2026. Word budgets and paper weights on this page are practical working ranges from commercial print, stated as ranges rather than as standards — confirm panel dimensions and fold positions against your own printer’s template, which will differ slightly between presses.

Need the brochure written rather than explained?

Tell us what job it has to do and who is holding it. We will tell you what format fits, what it will cost to produce, and whether a brochure is even the right piece.

Talk to us

Writing a brochure when you have never written one before

Answer first: the honest short version of how to write brochure copy is that you decide the single action you want the reader to take, then cut everything that does not move them toward it. Most first drafts fail because they try to say everything the organization knows.

Start with the action, not the company

Brochure how to write questions almost always start at the wrong end — with what to say about yourself. Start instead with what you want to happen after the reader puts it down: a call, a visit, a form, a conversation. Every panel then either serves that or is cut.

Write the panels out of order

The cover is the hardest panel and the worst one to start with. Draft the inside spread first, where the substance sits, then the back panel with the action, then write the cover last once you know what the brochure actually says.

Read it aloud before it goes to design

Writing brochure copy that reads well silently and badly aloud is extremely common, and design will not fix it. Anything you stumble over reading it out is a sentence a reader will stumble over too.

  • Decide the one action before writing a word
  • Draft the inside spread first, the cover last
  • Cut every sentence that does not serve the action
  • Read the whole thing aloud, twice
  • Give the designer final copy, not a draft
  • Check the action appears on the back panel and the cover

Marketing craft talks from the people who publish the platforms

Publicly available sessions from Google Ads, Think with Google, Ad Age, HubSpot, Ahrefs and Neil Patel on messaging, audience and measurement — background for anyone deciding what a printed piece should say. None of these are ours; each is credited to its channel by name and upload date, every identifier was verified live before publication, and each tile loads its player only when clicked.

Getting found in search

AI, AEO and what is changing

Paid media and lead generation

Websites and design

Choosing and working with an agency

Social, content and brand

By industry and by situation

Frequently asked questions

How do you write a brochure?
Decide the one job it has to do, name one reader and the moment they are holding it, fix the format so you know the word budget, then write panel by panel: cover promise, the problem in their words, what you do, one checkable proof, the awkward objection, and one action. Cut the draft by a third and proof on paper.
How many words should a brochure have?
A six-panel tri-fold tops out near 450 words and reads better at 250. A bi-fold takes 300 to 550, an eight-page booklet 800 to 1,400 and a sixteen-page booklet up to about 3,000. These are ceilings set by the format rather than targets to reach.
What should go on the front cover of a brochure?
A promise or a question in the reader’s own language, set large enough to read across a table, with the logo present but not leading. The cover’s only job is to earn the unfold, and a cover that only states who you are has spent that attention describing itself.
What is the correct order of writing a brochure?
Job, reader, format, copy, cut, design, proof. Writing is fourth, and starting there is the commonest reason a brochure has to be redone — the panel count sets a hard word budget that good copy cannot exceed.
How many calls to action should a brochure have?
One, repeated wherever there is room. Several competing actions produce none, because choosing between them is work and the reader has not agreed to do any work yet. Give the single action everything needed to take it.
What is the biggest mistake in brochure writing?
Opening with the company’s history. It is the easiest section to write and the least useful to read, and it consumes the panel that had to earn attention. Lead with the reader’s problem in the reader’s words instead.
Should a brochure include prices?
Include them when they are stable and when price is the real objection; otherwise use a range or a starting-from figure. Printed prices are a commitment for the whole life of the print run and reprinting because of a price change is expensive.
What paper should a brochure be printed on?
100lb text or heavier for anything meant to feel considered, lighter for high-volume mailers where cost dominates. Matte finishes read more easily under office lighting; gloss reproduces photography better and glares under strip lights.
What resolution do brochure images need to be?
300dpi at the final printed size. Web images are typically 72dpi and look visibly soft on paper, which is one of the most common and most avoidable print disappointments.
What is bleed and why does it matter?
Bleed is artwork extended past the trim line, usually by 3mm, so that a slight shift during cutting does not leave a white sliver along the edge. Any color or image running to the edge needs it.
How long does it take to produce a brochure?
About six to seven weeks for a straightforward tri-fold: a week to decide the job, a week to write and cut, a week to design, a week to proof, a week for the printer’s proof, and two for print and delivery. Design and print compress; deciding and proofing should not.
Should I proof a brochure on screen or on paper?
On paper, read aloud, by someone who did not write it. The writer’s eye repairs their own errors automatically, and a brochure’s typical faults are wrong words rather than misspellings, which spellcheck cannot see.
Do brochures still work?
In situations where something physical is an advantage — handed over at the end of a meeting, sitting on a counter, arriving in the post when nothing else does. As a substitute for a website they are poor; as a physical object in a specific moment they still work.
How is a brochure different from a flyer?
A flyer is a single sheet doing one thing at low cost; a brochure folds or binds and carries a short argument. The practical difference is the word budget and the implied seriousness of the purchase being discussed.
Should the brochure match my website?
In voice and visual identity, yes. In content, no. A brochure is read in one sitting with no navigation, so it needs a beginning and an end, which a website page does not.
How many brochures should I print?
Fewer than feels efficient on a first run. Per-unit cost falls with volume but the cost of being wrong rises with it, and the first fifty conversations always suggest changes.
What should the inside spread do?
Carry the substance: what you do, the proof and the objection. The spread is the only place with enough continuous space to make an argument, so it should not be spent on more introduction.
How do I write a brochure for a service business?
Lead with the problem rather than the deliverable, because a service is bought to remove a problem. Then make the intangible checkable — a named client with permission, a substantiated figure, a certification with its number.
Should I use a QR code?
Only pointing somewhere specific and useful, such as a booking page or a short video. A code that opens the homepage adds a step and removes a reason, and it must be scanned on a real phone before printing.
What type size should brochure body text be?
10pt minimum, 12pt if the audience skews older. Brochures are read at arm’s length rather than at screen distance, and type that looks generous on a monitor is frequently too small on paper.
How do I make a brochure stand out?
Specificity, not decoration. One real figure, one named client, one plainly stated thing you do differently will separate a piece further than any amount of unusual folding or foil.
What goes on the back panel?
The action and everything needed to take it: phone, website, hours, address, and an offer with an expiry if there is one. The back panel faces outward in a rack, so it is frequently the second thing seen rather than the last.
Can I write a brochure without a designer?
You can write one; laying it out well is a different skill and it shows. If budget is tight, spend it on the design and keep the word count low, because a well-set 200 words beats a poorly set 500.

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  210. SGAE (Spain)
  211. ZAiKS (Poland)
  212. KOMCA (South Korea)
  213. MCSC (China)
  214. CISAC
  215. World Intellectual Property Organization
  216. TikTok: creating videos
  217. TikTok: exploring videos
  218. TikTok: privacy settings
  219. TikTok: growing your audience
  220. TikTok Creator Academy
  221. TikTok Effect House
  222. TikTok for small business
  223. Instagram: Reels help
  224. YouTube: Shorts best practice
  225. How YouTube recommends
  226. Pinterest Predicts
  227. Snapchat for Business
  228. Hootsuite blog
  229. Social Media Examiner
  230. Marketing Week
  231. Adweek
  232. USPS — Every Door Direct Mail
  233. USPS — Business Mail 101
  234. FTC — advertising and marketing guidance
  235. Section508.gov — accessible content
  236. W3C — WCAG 2.1 quick reference

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