Put selling message on the cover. Use the cover to state your position or promise a meaningful benefit to the consumer. Get the cover to make the reader take action. At a minimum it should tell whom you are, where you are, and what you offer. All advertising should resemble each other.
Consistency makes every dollar work harder.
Use a single illustration on the cover. Select pictures that tell a story. Always put captions under photographs. Next to the cover, captions are the most read element of any brochure. Don't be afraid of long copy.