The most common types of single-sheet brochures are the bi-fold (a single sheet printed on both sides and folded into halves) and the tri-fold (the same, but folded into thirds). A bi-fold brochure results in four panels (two panels on each side), while a tri-fold results in six panels (three panels on each side).

Other folder arrangements are possible: the accordion or "Z-fold" method, the "C-fold" method, etc. Larger sheets, such as those with detailed maps or expansive photo spreads, are folded into four, five, or six panels. When two card fascia are affixed to the outer panels of the z-folded brochure, it is commonly known as a "Z-card". Booklet brochures are made of multiple sheets most often saddle stitched (stapled on the creased edge) or "perfect bound" like a paperback book, and result in eight panels or more.

Brochures are often printed using four color process on thick gloss paper to give an initial impression of quality. Businesses may turn out small quantities of brochures on a computer printer or on a digital printer, but offset printing turns out higher quantities for less cost. Compared with a flyer or a handbill, a brochure usually uses higher-quality paper, more color, and is folded.

Brochures are sales pieces no matter whether they are designed as lead-generators or something that is handed over as customers leave your showroom. Before you can start to write your brochure copy you need to identify how it is going to be used, as copy for lead-generation will be different from copy that is designed to close a sale. Here are my 8 tips to great brochure copywriting:

-Don’t forget the cover --this is a huge opportunity, don’t just give your company name or product, find a headline that will intrigue your reader and make them want to open the brochure.

-Think customer not product-- show them you understand their problems, build rapport and then sell.

- Page turners-- the end of every page is an excuse for the reader to close it. Create copy that will make them want to read the next page.

-Benefits not features--don’t list the features, tell your reader how your product will benefit them.

-Technical jargon--there is a place for this and that is not in the body of your brochure. Present the information in a chart or graph and keep your copy flowing.

-Consistent voice--this is a key marketing tool, make it conversational and win your customer over.

-Establish credibility-- provide answers in engaging language, or through visuals. Customer testimonials are also great here. Remember, people buy from people.

-Don’t forget the end--go out with a bang not a whimper.

-Tell you customer what to do next--place an order. There you go. View your brochure as a valuable sales tool and not as something to look pretty on a coffee table.