Break the copy up into very short sections, each with its own subhead. Short paragraphs and sections get better readership than long blocks of text. Use plenty of photos. Whenever possible, put material in a table, graph, or chart rather than body copy. Include an informative caption with every visual.
Captions get greater readership than body copy.
Many art directors will disagree with this point. Start with a strategy. Those are the questions you must answer before the first word of copy is written. Too often, they are never even asked. Collect all pertinent data.