A professional quality brochure can attract interest to any business, organization, or cause. On the other hand, a poor quality brochure invites readers? criticism or scorn. Your brochure has a single shot at representing your interests to the public at large. That's why it is so important to use a top-notch print piece for your office, as a mailer, or in various locations throughout the community.

When preparing your brochure for print, make sure it has a clear format, design, and layout. This will give the printer a well-organized document for easy reproduction. Write readable text, use an easy-to-read font style and size, and provide generous margins. A sloppy print piece will be difficult to manage, and it may require several layouts until both the company and printer are satisfied.

You will need to find a reliable printer before the project is ready for duplication. Start with the yellow pages. Check out various ads, and call for estimates. You might want to visit the print shop for an idea of how organized, clean, and busy it is. Ask to see samples of print jobs or obtain contact information for references. If you know of printers in the neighborhood, stop in and introduce yourself. You also can get a word-of-mouth recommendation from someone who has received satisfactory or excellent print work.

Another way to find a professional printer is through your community's chamber of commerce. Many self-employed individuals and small companies register there, and some even advertise. You may get to know a printer personally before requesting help with a brochure-printing job. Just don't become too friendly, keeping in mind the old adage that business and pleasure don't mix.

Browse the Internet for quality print work, as well. You may have to email or fax a master copy for duplication, but copies can then be returned by mail, saving you transportation costs and time. Of course, you probably will have to pay mailing costs, but these may be cheaper than fuel expenses. Give the printer enough time to prepare the order and make any necessary adjustments before the final deadline of your brochure project.

Always get a written estimate up front, keeping in mind that slight adjustments may be necessary, depending on how the job goes. After the brochures have been printed, count them to be sure you get the correct number. Examine print type to check for smudges or fading. Look at the margins on each one, unless you have a huge order, to ensure that they are even and consistent. If the printer also folded or trimmed your brochures, look for uneven edges.

If the job comes back in acceptable format, keep the printer's contact information on hand for future jobs or referrals. But if you experience problems with the way your brochure turns out, and if the printer does not work willingly with you to resolve these problems, take his or her name off the Rolodex and start looking for another one.