Describe a specific reading situation
Will the brochure sit at reception, be handed over after a conversation or arrive in the post? What does the reader already know? An introduction to a business needs different information from a detailed document supporting an offer already discussed. Include that situation in the brief.
Prioritise the reader’s questions
What should someone understand after reading? A starting structure might explain what is offered, who it is for, how it works and what to do next. Additional information can then be prioritised. This creates a hierarchy instead of giving every internal department equal space by default.
Collect text and images together
Identify the text and images available for each topic. Images should serve a purpose: explain something, show a place or make an offer easier to understand. Flag missing material early. That leaves time to decide whether new images are needed or a different presentation would work better.
Develop format and length together
An initial page count can help control scope, but it should not force unreadable amounts of text onto each page. Match format, folding or binding to the content and printing. A page outline shows where information is too dense and where something is missing. Confirm production requirements with the intended printer.
Make the next step clear
The reader should know how to continue: contact the business, arrange a meeting or view an offer online. Check contact details and links before printing. If using a QR code, make sure its destination is suitable for ongoing use and provide a readable contact option too.
Review specific details before approval
Spelling is only one part of the check. Are services, names, prices and phone numbers correct? Are images assigned properly? Would frequently changing details be easier to maintain on a separate insert or online? Nominate one person to consolidate corrections. Final print files are prepared after the agreed approval.