Start with a selling idea
The front cover of your brochure should identify and attract your potential customers, while filtering out unlikely prospects. It's a lot like an ad, and requires the same level of thought.
Position your product or service
Are you the fastest? The cheapest? The smallest? The largest? Your brochure copy should quickly position your product or service in relation to its competition. This becomes even more important if you have several brochures covering a line of products and services. Then, the copy must position each product or service against the competition and within the line.
Focus, focus, focus
The closer your brochure copy gets to offering one solution to one problem for one person, the more compelling it will be.
Be conversational
Your brochure copy should talk to your readers, not at them. Corporate-speak, acronyms, and jargon make people's eyes glaze over. While hot industry buzzwords can be positive in small doses, they also date your brochure.
Quantify your superlatives
Brochure copy almost always benefits from specifics. For instance, calling a soap "the purest" doesn't match the memorability or believability of Ivory's "99-44/100% Pure."
Caption all photos
Research shows that captions are some of the most-read copy blocks in any brochure. Use them to deliver enticing, solidly persuasive stand-alone chunks of information.
Ask for action
A brochure is a sales tool. Whatever the next step is in your sales process, your brochure should end by asking the reader to take that step.
Outsource the copywriting
Bring in a professional freelance writer, and your brochure copy gets written to meet your needs and fit your deadline. For a free, no-obligation estimate, use my quick, simple quote form.
The big difference
Any brochure informs. A well-written brochure persuades.
So, it's not enough to provide lists of specifications or services. Your brochure copy must provide a reason to buy.
Five key questions to answer before writing your brochure
- Who are we talking to?
- What action do we want them to take?
- What reasons or incentives can we offer to encourage them to take that action?
- How do we differ from our strongest competitors?
- Why are those differences important to the readers of our brochure?
When potential customers read your brochure ...
- What do you want them to think?
- What do you want them to feel?
- What do you want them to do?
Got questions?
For a free estimate, use my quote form. For other questions, just !