The document provides guidance on designing an effective brochure. It notes that the brochure should attract attention and be written from the customer's perspective to address their wants and needs. Companies are advised to ask employees and customers to write the copy, and to structure the brochure simply with short paragraphs and questions phrased to elicit a "yes" response. Technical brochures should concisely list important product characteristics and benefits, while tourism brochures may include more pictures and detail for varying levels of interest.