The first thing to decide before you produce a brochure is its purpose and how it will be distributed. Consider what people are going to do with your brochure and where they are going to obtain it. Many people produce a brochure because that is what everyone else does. Think long and hard about how a brochure is going to work for and how it will justify its cost.

It may be that a brochure is not the best use of your marketing funds and that a well designed post card or flier (specific to either trade or public) is a better option. If you can justify it, your brochure can be a true work of art with a significant capacity to enhance your image. If not, decide what your needs are and produce a marketing piece that can fulfil them and be updated cost-effectively.

Remember that in an industry of changing vintages, prices and products the lifespan of material may be limited.

Let's say you are designing a brochure for distribution throughout Visitor Information Centres in your region, therefore your target market is the general visitor. Chances are your brochure will be sitting in a rack alongside dozens of other winery brochures, so you need to get noticed - just as your wine label needs to stand out among others on retail shelves. Your brand image needs to be prominent, but if yours is not a household brand name, then leave some room on the brochure cover for another image or message that shouts, "Pick me".

Colour will catch people's attention in a crowded rack. That doesn't necessarily mean full colour (unless you're using photographs); strategic use of spot colours can work well too. Clearly articulate your USP (Unique Selling Proposition). If you're one of only a few wineries offering tours, then use that as your hook with a bold statement. If you've got a restaurant with spectacular views, then a photo showing people enjoying a relaxed lunch taking in the vista is the way to go. Not just the view, and not just the food or wine - put people in the picture. Remember, you're selling an experience and people need to imagine themselves in the scene.

Keep it simple. There's a tendency to cram in as much information as you can to get the best value for money. Often the reverse is true. Section your brochure with appropriate headlines and use photographs if you can. Don't be tempted to get too creative and use fancy fonts. Use a font that people are familiar with (like Times or Arial) and make sure it is of sufficient size for older people and the sight impaired to read comfortably.

Highlight your features and describe benefits clearly. The "What's in it for me" scenario is just as relevant to brochures as newsletters. If you offer a range of services, package them to encourage people to visit you for longer. For example: "Begin your day with a tour of the winery to receive some first hand knowledge from the winemaker, before tantalising your palate with a tutored tasting. By the time you've experienced the crisp whites and succulent reds, you'll be ready to match your favourites to a menu featuring fresh local produce prepared specially for you by Jacques". List any specials, or highlight the best times to visit if appropriate, but remember that the more generic you can keep it, the longer the lifespan of your brochure.

Now that you have captured their attention, make sure visitors know who you are and where to find you. A good map that shows your location and access routes should be included, as should the names of nearby towns and the distance from the closest major population centre. Someone visiting Melbourne for the first time may not know how long it will take to get to the Yarra Valley and which suburbs and towns they will pass through on the way.

If you include prices in your brochure you will also need to include a validity date. In tourism, the calendar year extends from April 1 to March 31 the following year. And if you require bookings you will need to state your terms and any cancellation policies to avoid misunderstandings.

Finally, promise only what you can deliver. Images should be "real" and text should be factual. Misleading visitors will only lead to disappointment.

And if you're working with local visitor centres, make sure you invite the staff to visit your property rather than just dropping off your brochures en masse. This way you increase the chances of your brochure being selected or given to prospective visitors because the staff have first hand knowledge of the fabulous experience you provide.