Before you start it is important to consider who your potential audience is and what you want to say to them. A clear, focused message that conveys information in a straightforward manner is far more appealing than a generalised message that may not resonate with the target audience. The best approach is to be informative and concise but not overly simplistic, only use technical terms where you know the reader will be familiar with those terms.
Divide your content with headlines and subheads, use bullet points to make the text stand out.
Too many blocks of straight text will put the recipient off reading the brochure, no matter how colourful and beautiful it may look. The layout of the brochure should be a clean mix of text and graphics.
A picture is worth a thousand words and people love to see pictures. The best practice is to use high quality images that are interesting and relevant to the message of the brochure and target audience.