Although we are in the digital age and social media is one of the most popular tools for connecting with customers and professionals, brochures are still a vital marketing weapon; so getting it right the first time round is important. Brochures are sales tools whether they are designed as lead generators or literature for customers to read once they've left your business.
Before you can start to write your brochure copy, you need to figure out how it is going to be used, who is your target audience, and how it will be obtained. Once you've identified this, take a read of our tips to help get on your way to creating a successful brochure:
Tips- Make the cover count: This is your opportunity to make your reader want to open the brochure. Avoid limiting your design to your company name or product; find a headline that will intrigue them.
- Emphasise the benefits rather than features: Don't just list the features, tell your reader how your product or service will benefit them. This is a great opportunity to inform your readers on why your product is great.
- Find your voice: How you write your brochure depends on the image you want to portray. Once you've found your brand's personality, it will be easier to write in that voice. If you're still unsure on what voice to use go for a conversational tone, this is generally a good choice for brochure copywriting. It keeps your customers at ease and makes them want to carry on reading. Remember to keep it light, friendly and consistent.
- Avoid jargon: Where possible avoid technical jargon and write your brochure in simple terms, making it accessible to as many people as possible. If you need to include technical information, you can put it into a chart or diagram rather than let it interrupt your written message. It's also a good idea to keep your brochure copywriting organised in a logical, readable way. Headlines, bullet points and line breaks are your friend; use them to split large paragraphs into easily digestible bites.
- Call to action: It may seem obvious but you need to tell your reader what you want them to do. The call to action is occasionally overlooked in copywriting, but it's arguably the most important part of your company brochure. It doesn't necessarily have to tell your reader to buy your product; it could simply lead them to your website or location. A call to action should be positioned somewhere highly noticeable and should lead with a key benefit, for example: “Find out how to apply for this course by visiting our website”.
Without solid brochure copywriting, even the best designs won't have much effect on a prospective customer. With technique and planning, you can write a brochure that generates sales as well as being an attractive piece of literature. At Colour Print, we have the expertise to help you produce the ideal brochure.
Give us a call on 01603 488001 with your printing ideas.
