How to Write a Cracking Corporate BrochureFebruary 2nd 2012 Sally Ormond Brochure copywriting, Corporate brochure
You’ve spent a long time on your new corporate brochure.
I bet you’re really pleased with it, aren’t you?
It’s glossy cover makes you want to pick it up and flick through its crisp pages.
Will your readers feel the same way, or did you give into temptation?
The dark side of the corporate brochure
When compiling the content for your new brochure, did you give in to temptation?
If you did, your content probably looks something like this:
- It’s all about you and how great you are
- It’s full of your opinions
- You talk about your future plans
In which case, the only person who will find it interesting is you.
Although some of what you say is probably quite valuable, your readers aren’t interested in what you think about yourself and your company’s performance, they want to know how you are going to help them.
Getting it right
To start with, investing in a glossy brochure shouts volumes, especially the way the economy stands at the moment. It shows you as a company that’s doing well.
Your new brochure will help you:
- Garner investor confidence
- Attract new clients
- Show your existing clients what you can do for them
- Impress one and all
The problem is, there are very few companies out there getting it right.
To get it right, you’ll need a team around you of professional photographers, graphic designers and (most importantly) a great brochure copywriter.Even though you think you can easily put some text together, remember what we said above.
It’s too easy to fall into the trap about writing about what you’ve done.
Your brochure should be free of corporate speak and jargon. It should be written in simple language that everyone can understand. And the main focus of it should be placed firmly on your customers and how your company will benefit them.
The design should be understated and tasteful and should reflect your brand identity. The professional photographer will produce superb shots that are reflective of your business and you can use photos of your team rather than dodgy stock images that are meaningless.
Once you’ve gathered your dream team, let them get on with it. They are experts in their own fields and know what they are doing.
The ideal formula
A good brochure will be read, a bad brochure will be covered in coffee mug stains because it will only be used as a coaster.
Its content must be engaging and contain elements such as:
- A personal letter written by your Chairman or CEO
- Photos of your staff
- Customer testimonials
- Engaging case studies to show how you’ve helped customers overcome typical challenges
- A profile of your company
- Benefits driven copy
- Full product/service descriptions and images
- Full and correct contact details
Before you begin, make sure you have a plan and desired outcome. Then gather together your team of experts.
Once you have briefed them, sit back and leave them to it.
A corporate brochure is an investment as the expertise you need isn’t cheap – but you only get what you pay for. Trying to save money on one element (photography, graphics or copy) will undermine the whole project.
But your company is worth it – isn’t it?