The copy must talk to the consumer in his or her own words. Avoid cliches, such as the best kept secret,' chef's special,' as you like it,' etc. The brochure should be printed on a good quality paper stock. Few things bring a better return on investment than a quality brochure printed on quality paper. The heavier the paper, the better impression you will make.
Parchment has a lush texture.
There is a fine line here, however. While you want your brochures to be elegant, they should not convey the image that you are too expensive or that you are spending too much money on fancy brochures. On professionally printed materials, about 40 percent of the cost is for the paper. The two basic choices are cartridge paper which has a matte finish, or coated which has a shiny finish. While coated paper looks really nice, when folded it tends to crack.