In the era of online marketing and social media, brochures tend to slip under the radar. Yet, when you think about it, marketing brochures are everywhere. There is no “one-size-fits-all” format for brochures – corporate and marketing literature. Their look, feel and messaging will vary, depending on the subject matter and your organization’s objectives, the target audience, and of course budget. My experience with brochure writing, in collaboration with marketing professionals and graphic designers, is broad and deep, covering industries, products and services.
Creating Great Brochure Content
Creating interesting brochure copy takes some time and reflection. Fear not, because once you know what elements of your business or product you want to highlight, there’s no stopping how beautiful the finished product can be.
Focus on a Topic
You’re not going to be able to write a brochure about every facet of the company. There’s no room for that much information in a brochure. Instead, pick a specific topic to write about. What’s your angle? What’s your sales pitch? Most of all, what makes your company unique?
Create a Compelling Title
Once you know your direction, it’s time to create an eye-catching title. You don’t have to be super clever here; you just want to be clear and encouraging. Try to keep your titles limited to about six words.
No one wants to read a brochure that is vague and rambling. Do your research and uncover the best information. Use this as an opportunity to include exciting details while speaking in your own voice. Your enthusiasm will come through in your words.
Mix Writing Styles
When people read a brochure, they’re not expecting a novel. They want the most relevant and important information, with details on how they can find out more.
In the context of a brochure, it’s important to keep the copy short. The goal is to get the reader to take action. As you mix your writing styles, be sure to offer quick summaries of your main offerings. Writing one long paragraph about the entire topic will be boring for your reader. Break the topic up into appropriate headers. Use bullet points, numbers, and other lists to highlight the most pertinent information.
Consider Including Testimonials
We all want to see what other people have to say about a certain company, product, or service before we invest our time and money. If you’ve ever received any positive feedback, ask that person for their permission to include their quote in your brochure, even if you don’t use their full name. You might also highlight some top reviews or awards from Yelp, TripAdvisor, Facebook, and other similar websites.
Brochures are supposed to offer the most important bits of information. However, readers will always gravitate to visual guides. Include photographs wherever possible.
End With a Call to Action
Once you’ve lured readers with enticing facts, stats, pictures, and blocks of text, it’s time to tell them how they can find out more. Create a little sense of urgency and give potential customers or clients a direct path to the next step. This is why it’s also important to feature your website prominently throughout the brochure.
Brochure Writing Portfolio
Airbus • Amgen • The Annie E. Casey Foundation • Becton Dickinson (BD) • Berlitz International • Children’s Television Workshop • Citibank • Deloitte & Touche • The Forest Stewardship Council • GartnerGroup • GE Capital • IBM • Johnson & Johnson • The Leukemia & Lymphoma Society • The New York Academy of Sciences • The New York Blood Center • New York Public Library • The New York Times Company • Pfizer • Pitney Bowes • The Rockefeller Brothers Fund • Save the Children • Thomas Jefferson University Hospital • UNICEF • Unilever • University of Connecticut • Wyeth • Yale-New Haven Hospital
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