Brochures are one of the most important tools in a marketing armoury. They don’t get scrolled through, they sit on desks, get passed around, create interest and, if done right, they generate sales. So, it’s vital that it speaks directly to the reader, communicates your company’s brand, reinforces its values, tells its story and showcases the features and benefits of its products and services.
Brochure copywriting that ignites the imagination.
Even in today’s digital world, brochures remain one of the most valuable and convenient weapons in your marketing armoury. Not one of those dull brochures, full of dreadful stock images and meaningless corporate speak but a document that is carefully considered, thoughtfully planned, accurately targeted, imaginatively designed and engaging and compelling brochure copywriting.
A well-crafted brochure is multifunctional. It introduces your company, communicates your brand identity and values, positions you as an authority, engenders trust and confidence, and presents descriptions of your products or services. Try to save money by leaving it to Dave in Accounts to cobble something together and you’ll end up with something full of generic royalty-free photos and disjointed irrelevant mistake-ridden waffle.
Whether you’re publishing a 4-page leaflet, a 16-page event or sales brochure, or a 32-page all-singing and dancing corporate brochure, it should have an overall theme. Inside, the content should be structured in a logical and easy-to-digest order. The copy should be concise, maintaining your brand’s tone of voice throughout and speaking directly to the customer or prospect by relating to the issues they might be facing.
Your brochure must illustrate the benefits of the product or service, persuading the reader that it’s what they need and that you are the professional, reliable and trustworthy company to provide it. This can be conveyed using attention-grabbing benefit-led sub-headings, short and involving paragraphs, strong bullet-points to reinforce the important information and unignorable calls-to-action (CTA).
Whether I’m providing brochure copywriting for an SME or a FTSE-100 company, I always ask the same proving questions that get 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.
For examples of my brochure copywriting, please visit my portfolio. Or if you would like to discuss a brochure copywriting project, please contact me.
“Tom is great to work with. He got the vision, understood the message, took the brief and shaped it into a fantastic brochure”.
Giles Baker, Yoo