Writing Brochure Copy

You have to design brochures from the reader’s point of view. That means having a logical structure. The information must unfold in the right order.

Start by analysing what the reader needs to know. You can do this by assessing the order in which the reader’s questions will flow.

How to Make Your Brochure Interesting

Decide what you are selling – this may not be just a product but a whole experience or lifestyle.
Motivate the reader to open the brochure – tell them there is something special inside.
Include a letter – people like letters because they are a friendly form of communication.
Add an interview with the boss – this can emphasize the company’s qualities.
Get selling fast – highlight the benefits.
Use headings to clarify – use them to separate the main points.
Use photos and pictures – the reader will look at the photo first.
Talk about your reader’s needs – tell them how the product will solve their problems.
Make a special offer – tempt the reader.

Writing brochure copy – mistakes to avoid

1. Don’t write too much – many people are too busy to concentrate on one brochure for long. Keep it brief and use lots of pictures. People respond well to pictures.

2. Don’t overlook customers’ worries – have you answered their questions?

3. Don’t use jargon – don’t assume the reader has as detailed technical knowledge as you. Spell out all the abbreviations the first time you use them.

4. Don’t reduce legibility – don’t use white text on a black background. Although it looks impressive it’s difficult to read.

5. Don’t over-use the company’s name – the repetitive appearance of your company name looks like over-selling.

6. Don’t include dates or prices – a brochure is expensive to produce and needs to last. Dates and prices can make it useless very quickly.

Avoid these simple mistakes and you’ll learn to write effective brochures.