A successful brochure addresses specific needs and offers solutions, says Michael Wickware, creative director of Wickware Communications Inc. in Toronto.

He offers these tips to help create an effective brochure:

> “Make a distinct offer,” says Wickware. “Let clients know exactly what they’ll get if theyrespond.”

> Use what Wickware calls the “you” language, rather than the “me” or “we” language. Focus on what clients need, not what you offer.

> Use original photos, not generic or stock photography. Get a professional photographer to take pictures of you and your team. “That resonates with people,” Wickware says.

> Identify your target market. Consider the needs of the people in that market and exactly how you can fulfill those needs.

> Use a professional writer and designer to put the product together. If you work for a large firm, find out if head office offers this service. Make sure your brochure has a professional look.

> Choose the right size. If you plan to mail your brochure or hand it out at trade shows, make it small enough to fit into a legal-size or slightly bigger envelope. If you hand it out in folder-sized client kits, make it letter-size.

> Update your brochure regularly.

—MONICA JOSEPH-MCINTYRE