Brochure copywriting isn’t any different to any other form of copywriting.
You’re using well-chosen words to engage, persuade, and entertain your readers. However, your brochure must standout as an individual piece of marketing rather than a carbon copy of what you’ve done before.
Where your brochure should start
First and foremost, your brochure is a sales tool – one that can be left with potential clients to peruse at their leisure.
That doesn’t mean it has to contain every scrap of information you have about your products or services. Instead, it should contain the highlights that will whet your readers’ appetite by shouting about the benefits you offer(i.e. how you’re going to make their life better).
If you offer a range of products or services, create brochures specific to each so you can provide a tailored offering to your customers covering the stuff they’ll be interested in.
The one place it shouldn’t start is with a description of your business. That can be added at the back.
The reader wants to know how you’re going to help them. They don’t want to know about your office space, number of staff, or that you’re passionate about what you do.
Always kick off with the big guns: HOW YOU’RE GOING TO MAKE THEIR LIFE BETTER.
How much text?
Your brochure should be about looks not text.
No one wants to be faced with dense content that goes on for pages. Create an eye-catching layout with bespoke imagery (don’t use stock images) that reflects your business. Then, use text sparingly. Every word must count.
A brochure that has a hundred or so words per page is a much more attractive proposition than one that only has a couple of images dotted amongst a sea of content.
Make it evergreen
Printing brochures is an expensive business. That’s why it’s important to make your content evergreen.
In other words, rather than saying “We’ve been in business 12 years” state the year you started out.
Rather than listing technical specs or prices in the brochure, which will soon be out of date, create inserts for this information that can easily (and cheaply) be updated as required.
Who should write it?
You have two options.
In-house means the job is usually given to a junior member of staff (because everyone else is too busy) who just uses what’s currently on the website as the content.
The result is something rather boring that’s not focused on the customer and not worth reading.
Or you could commission a professional copywriter to do the work for you. In return you’ll get something that’s captivating, evergreen, interesting, and engaging. It will give your business a polished, professional feel that will have customers flocking to your door.
Yes, the latter costs money, but this is your business we’re talking about – doesn’t it deserve the best? Don’t forget that brochure could be the first time a potential customer has been in contact with your business. You want to wow them not scare them off.
Brochures are still very much in fashion and should be part of your marketing portfolio. Don’t make a dog’s dinner out of it; make it something of which you can be proud.
For a brochure with clout, call Sally Ormond on +44(0) 1449 779605.