Brochure Copywriting
Brochure copywriting that engages customers, open doors and drives sales.
Whether a corporate brochure, product brochure, service brochure, sales brochure or event brochure, every brochure is multipurpose and multifunctional, a vital sales and marketing tool. They introduce your company and tell its story, communicate your brand identity and reinforce your values, position you as an authority and engender trust and confidence, and showcase the features and benefits of your products, services or event. That’s why investing in professional brochure copywriting is a strategic move that can significantly enhance marketing efforts. An experienced brochure copywriter can make all the difference.
How to write compelling brochure content.
The copy in your brochure is pivotal in capturing attention and driving action. Start with a powerful headline that grabs attention and go on to craft a compelling narrative that resonates with your audience, understanding their issues, addressing their needs and illustrating how your offerings can meet them.
This approach fosters trust and positions your company as an authority. Experienced brochure copywriters bring a fresh perspective, ensuring that the content is not only informative but also persuasive. They employ persuasive techniques to encourage readers to take action, significantly enhancing the effectiveness of your brochures and driving better results.
Brochures: The perfect introduction to your business, product or service.
Whether I’m providing brochure copywriting to an SME, a FTSE-100 company or a charity, and whatever sector or industry you operate in, I always ask the same probing questions that start people thinking, get under the skin of the company and help me to understand their customer’s motivations. Only when I have this information can I start to create an engaging narrative that resonates with their audience, generates leads and secures sales or persuades people to support their work or attend their event.
How effective brochure copywriting boosts engagement?
I’ve been writing corporate, event, instructional, product and service brochures for 30 years. Whatever the purpose, I avoid the disjointed, meaningless waffle common in many brochures, Instead, I craft accurately targeted copy, thoughtfully planned and logically structured with strong headlines and sub-headings to guide readers through the narrative.
By showcasing expertise and understanding customer issues, I establish credibility and trust at an early stage. Tailored messaging engages audiences through short paragraphs, benefit-led sub-headings and concise bullet points that highlight key information, ensuring the content resonates and delivers results.
The benefits of creating a digital brochure.
Even in this world of surfing and scrolling, brochures have their place in the form of digital e-brochures, usually downloadable PDF documents. Versatile, cost-effective, no print or distribution costs, aligned with your environmental practices, they offer unrivalled accessibility, easy sharing and real-time updates.
Digital brochures can be optimised for smartphones, tablets, and desktops with interactive features like clickable product links, embedded videos, and call-to-action buttons that enhance user experience. Additionally, they provide valuable analytic tools, enabling tracking and data-driven decisions to improve marketing strategies.
How can you help my company with our brochure?
I have written hundreds of brochures across countless sectors and industries including automotive, charity, education, energy, healthcare and property. Companies and brands such as Volvo, Alstrom, NHS Trusts, EasyJet, BP, Barclays, O2, National Autistic Society, EDF, Pfizer, Savills. Mitsubishi, GSK and several universities have used my affordable brochure copywriting services. For some brochure copywriting examples for inspiration have a look at my portfolio and consider whether you too could benefit from the help of an experienced brochure copywriter.
My top brochure copywriting tips.
- Identify your audience and address them directly.
- Show an understanding of customer issues.
- Find your tone of voice and speak the reader’s language.
- Establish credibility and build trust early on.
- Include strong or intriguing headings and sub-headings.
- Use content that is clear, concise and engaging.
- Focus on benefits over features and include quantifiable facts.
- Tell the story of your company, brand, product or service.
- Include a clear call-to-action (CTA).
Is your brochure copywriting not increasing trade?
Is your brochure copy is doing its job? I’m happy to have a free, no obligation chat about your ideas and requirements. If you think we could work together, I can write an example paragraph or re-write an existing one in a couple of different styles to show you what your brochure copy could look like. Give me a call on +44 (0) 7715 171286, email me at info@tomrigby.com or use the contact form: Contact
Copywriting Services
Brochure Copywriting FAQ
What are the key elements of effective brochure copywriting?
Effective brochure copywriting includes a clear and compelling headline, engaging and concise messaging, audience-focused content, persuasive storytelling, strong calls-to-action and well-structured sections and an informative but engaging tone of voice. It should highlight key benefits and use subheadings that draw people in and maintain a logical flow. It should inform, persuade and guide readers while complementing the brochure’s visual design.
What are the common mistakes to avoid in brochure copywriting?
Common mistakes in brochure copywriting include neglecting the target audience by tailoring the content to who they are and what they’re looking for, overwhelming readers with excessive information, just focussing on the features and not the benefits, inconsistent tone and messaging, weak or missing clear calls-to-action, failing to proofread for errors and poor design and font choices. All or any of these issues can diminish a brochure’s effectiveness and professionalism.
What information should be included in a brochure?
Compelling brochure content should include detailed information about the authority of your company, the product or service being promoted including features, benefits, specifications, prices and any other relevant information that will help to differentiate you from the competition and convince the reader. It should be tailored to the target audience and include informative headlines, scannable sub-headings, engaging and persuasive body copy with bullet-point USP’s and a strong call to action. It also needs to be visually appealing with captivating imagery and striking artwork.
How can we measure the effectiveness of brochure copy?
Businesses want to know if their investment in copywriting is delivering results. Whether printed or digital, the impact, effectiveness and ROI of brochure copy can be measured by including trackable elements such as QR codes, customised URLs or special offers codes. These specific metrics, combined with clear and actionable call-to-action such as ‘call us now’, ‘visit our website’, ‘don’t miss out’ or ‘book a consultation’ encourage immediate engagement. This will give you an idea of the conversion rate from reading to enquiries to sales.
These are just a few of the businesses and brands that have trusted me with their words.
Why Me?
There are thousands of copywriters, so why should you work with me?
My Approach
I like to keep things simple. Find out more about how I like to work.