As hard as you may try, you can only be in one place at a time. Your company brochure, however, can be in many places, helping you influence potential and existing customers. An effective brochure clearly and succinctly outlines what a company is about and what it has to offer. A poorly constructed brochure only confuses, frustrates and chases potential customers into the welcoming arms of the competition.

The following tips explain how to design a brochure that will properly represent your mission, outline what you have to offer your target audience and serve as an effective marketing and sales tool.

A good headline is key. Many business owners emphasise their company's basic information on the front of a brochure. This is a mistake. You must capture your readers' attention and then prompt them to read the rest of the brochure. The headline on the front of your brochure should always include the interests and "problems" of your readers, followed by the solutions (products or services) you can provide.

Remember the basics. Don't ignore the basics when creating a brochure; you must include your company name, contact information, a logo and tagline.

Easy to Read. All text should be in an easy-to-read font. Use small blocks of text to provide clarity for the reader. Add relevant, eye-catching images.

Don't confuse the reader. Avoid the temptation to list too much information on your brochure. Too many messages will confuse your audience and dilute your main points. Focus on what solutions you can provide and how good your product/service is so that your readers get an accurate understanding of what you are offering. Don't clutter your brochure with irrelevant information.

Avoid big words. There's no need to impress your readers by using big words. I guarantee they won't go running for a dictionary to find out what you are trying to tell them. Your aim is to let the reader know what you can do for them. If they don't understand what you are saying – you have failed.

The Next Step . Don't think that just because your readers actually read your brochure that they will be prompted to contact you or purchase your product or services . You need to give them an incentive to take the next step. An effective brochure should include a call to action, such as an offer for a free product sample or a free estimate or gift.

Don't Skimp. A firm brochure is the equivalent of a firm handshake; it promotes confidence and competence. The weight, texture and overall feel of a brochure are the first things you notice. There is not a huge difference in price to get good quality brochures, so don't skimp.

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