How to Write Copy for Brochures

Brochures are a wonderful way for businesses to market their products and services. Because they are relatively small and yet hold a wide variety of information, most individuals tend to hang onto this particular type of marketing material over some other options. However, in order for a brochure to be valuable to consumers, it must contain relevant information that is provided in a smart way. For that reason, the copy of the brochure must be strong, succinct and answer all of the typical questions a customer might ask.

Things You'll Need

• Paper
• Pencil, pen, typewriter or computer system
• Brochure format
• Chosen brochure graphics

Instructions

Preparing to Write Brochure Copy

1. Find out how much space in the brochure is reserved for copy. This will help to determine how much copy can be used.

2. Identify the key points that need to be covered in the brochure. These usually answer the questions that customers typically ask, or the who, what, when, where, why, and how of the services, products, or information that makes up the copy.

3. Establish what the brochure is meant to accomplish. It may be to inform, to sell, to promote, to motivate or any number of other things. However, that end result will affect the written copy.

4. Figure out how the brochure fits into the overall marketing effort. If it is the one and only piece or the primary piece, then its copy must be all encompassing. However, if it is but one piece in a much larger marketing package, then copy might be a bit more laid back.

5. Determine the brochure’s target market. Copy should be geared appropriately. For example, if the target market is a stay-at-home mom, between the ages of 20 and 38, with no college degree or career, don’t spout highly technical terms that even the most educated Ph.D. might have trouble understanding. Speak her language. Never talk down to a customer but also never speak above their heads.

Writing Brochure Copy

1. Choose cover copy first. For brochure copy to be relevant, it has to be read. That decision is typically made immediately, by the cover’s copy. Focus on an idea important to the target market, like “we can help you save money." Make a statement with which there is no argument, such as “gas prices today are just too high!" Quote a statistic like, “oil companies are experiencing profits of more than 150 percent."

2. Explain “who” the business is. If the consumer doesn’t believe in the company, or worse yet doesn’t even know it exists, they aren’t going to read the brochure, much less hang onto it. Establishing credibility is crucial. Give them a bit of history such as, “we’ve been in business for more than 50 years.” Establish expertise like, “we have the Good Housekeeping seal of approval.” Share successes such as, “we have 99 percent customer satisfaction.”

3. Outline “what” the business has to offer. Quote facts and statistics like, “we serve one-third of the automotive buying population” and “we typically save our customers more than 25 percent in gasoline costs.”

4. Explain the benefits to the consumer for doing business with the company. Focus on “why” they should care about the product, service, or information provided by the business. Keep the momentum going with each panel of the brochure.

5. Be creative in getting points across. Use humor, irony, sarcasm; whatever will work to make the point that they (the customers) need you (the business). Challenge, entice, titillate, encourage, even scare the reader into reading on (within reason, of course).

6. Inform the consumers “when,” “where,” and “how” they can obtain the product, service, or information. Provide contact information such as the address, phone number, email address, website address, and fax number.

7. Get rid of obstacles. Brainstorm the typical reasons why a customer might not want the product, service, or information and then overcome those objections within the copy. Otherwise, the sale isn’t going to happen.

8. Guide the customer’s next steps. Deliver a call to arms. Challenge them to “call for more information,” “go to the website to view statistics,” or “visit the business for more details.” Gently, firmly, and carefully outline what the consumer should do.

Tips & Warnings

• A brochure is meant to convince a consumer to seek more information. It rarely sells a product, service, or information on its own.

• Consider using a step-by-step process that leads the consumer through the maze of information.

• Write short, succinct sentences.

• Bullet points help the consumer read the information more easily.

• Highlight, bold, italicize, or somehow call attention to the most important pieces of information in the copy.

• Be clear and concise in verbiage.

• Make sure the written copy goes well with the chosen graphics of the brochure.

• Never use slang in brochure copy.

• Avoid technical terms the consumer might not understand.

• Don’t use more than three font changes in brochure copy. It can make the piece harder to read.

• Avoid tiny print, especially if the target market falls within a more advanced age group.

• Don’t bold everything. Use it sparingly to make key points. Too much bold print is distracting.