A new client asked me to give feedbck on a brochure they were about to print. I looked it over and my first question was “who is the audience?” (potential customers) second question: “what is your goal?” (piqué their interest so they follow up with Sales). Fair enough. So my third question was: “Do you think the info in this brochure is prioritized to capture a customers attention and raise their curiosity to find out more?”

It’s a competitive environment out there for consumer attention and even moreso in settings like trade shows. Are you prioritizing information for your customer in a way that is easy to absorb?

For inspiration, check out the table of contents for this travel book. The number assigned to the property correlates to the page number. Simple enough. But how many travel book TOCs have made navigation this easy?

How can you make comprehension of your collateral easier?