Creating a tri-fold brochure is an important first step for any start-up organization. Based on my experience with a wide variety of clients, here is some basic advice.

1) You need a tri-fold brochure before you need a website. You can refer prospects to your website, but they may never visit it. A solid piece of paper in their hand after an in-person meeting, a “leave-behind,” will at least be scanned.

2) You should include your photo (or the President’s photo) in your tri-fold brochure. Even in this electronic age, people still like to look at the person they are doing business with.

3) You should place a logo of your company on the cover of your tri-fold brochure. Logo development shows prospects you are a serious organization. It also demonstrates your style, creativity and approach to business.

4) Underneath the logo, your company’s function should be summarized in a short slogan. This slogan should differentiate your firm from your competitors or emphasize your core competency.

5) A crucial point: your tri-fold brochure should be created as a Word document. Graphic designers hate working in Word, and they will do everything possible to dissuade you.

However, the text of a Word tri-fold brochure can be updated as your company evolves. As long as you keep the length of the text the same and maintain the graphic elements, you will have a living document. Otherwise, it will quickly become stale.

6) The inside front flap of the tri-fold should be used for bullet points summarizing the rest of the piece. This area should also include some white space to give the brochure a less crowded look.

7) The end of brochure, typically the back of the pamphlet, should include a call to action. This should provide readers with an option if they are considering your company’s services. It can involve a free consultation, a special deal or a guarantee.

8) The content of the brochure should include brief descriptions of your programs, a short bio of the President (next to the photo) and a client list, either for your current company or from previous experience. If you are involved in a very competitive industry, you may wish to avoid listing current clients. Also, avoid including specific prices for your services. They do not belong in a tri-fold brochure.

9) You should print your brochure on glossy paper of sufficient weight to avoid any see-through effect.

10) If you create your company’s tri-fold brochure prior to establishing a website, you will also want to modify the brochure for electronic transmission. This will involve some minor modifications to the layout. Otherwise, the panels will be in the wrong order for easy viewing by e-mail.

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