Look at your existing brochures and see if you have made one or more of these common mistakes. Try to avoid them in your next brochure.

1. The cover fails to identify its contents and its relevance to the reader.
2. Long words, long sentences, or long paragraphs make the text difficult to read and understand.
3. The text fails to list ALL the benefits.
4. Benefits are listed sequentially in one long paragraph rather than set in a bulleted column for easy reading.
5. The text fails to ask for the order or demand some action at the end.
6. The contents are not organized sequentially so as to deliver an effective sales message that will involve and persuade the reader.
7. The design does not include line illustrations and charts, or other graphic elements necessary to clarify and reinforce the descriptive text.
8. Photographs are too small, too large, washed out, or dark and blotchy.
9. Text is set in typefaces that are too small, too bold or too light, too masculine or feminine, too whimsical, too cute, too powerful or in italic or reverse type.
10. Typeset line length is too long for good readability.
11. The text uses buzz words and jargon.
12. Headlines are not set in type large enough and bold enough to provide good contrast with the text type.
13. Headlines are not written so the reader will get the gist of the message quickly by reading just the headline.
14. Solid, uninterrupted pages of text type are hard to read and don’t get read in their entirety.
15. Insufficient contrast between text type and the area on which it is printed such as red print on a green background.
16. Not enough contrast between colors used (dark and light balance).
17. Too many colors used indiscriminately with no attempt to balance them on the layout.
18. Insufficient white space inside the layout making it easier to read.
19. Large areas of white space inside the layout which is distracting to the eye.
20. Brochures sent as a self mailer without an envelope or website or other vehicle to respond efficiently.
21. Too many inserts with a pocket-size brochure that is inconvenient to handle or store.
22. Information is unclear (or missing) as to how or where to get additional information or order the product or service.
23. Does not include an offer that is convenient for the buyer such as a 30-day free trial, credit card acceptance, etc.
24. Utilizing more colors or special colors in a brochure which raises printing costs when fewer colors or more standard colors would be just as effective but less costly.
25. Paying too much for printing by not working with the designer to negotiate printer costs.

Source: Next Level Blog