17 Aug How to Write Brochure Copy That People Want to Read
The poor brochure. It gets picked up, glanced at and hastily discarded. It’s maligned for not being digital. It’s disfigured by enthusiastic graphic designers. And it’s often packed with way too much brochure copy.
I feel so bad for it, I really do.
I love a straightforward, two-sided brochure. It is a great marketing tool (especially because it can be digital AND print). And it has so many uses. It can quickly introduce prospects to a new service or product. It can be sent via email to decision-makers. It can serve as a reminder to get in touch after a conference.
But if it’s going to do any of those things, it has to contain impactful copy that people read and remember.
(It also has to be well-designed, starting with lots of white space, a bold font, and one contrasting color for the call-to-action. But this is a conversation for another blog post.)
Here are the exact steps we use when writing brochure copy:
Stick with one product or service
The fastest way to confuse people is by cramming detailed information about every product or service you offer into your brochure copy. Messages get muddled, and the reader might not remember which one you talked about or which one is best for them.
Your brochure will be so much more impactful if you focus on one product or service. Have five services? Create one brochure for each. Then you can hand over the brochure about that perfect service for your potential client. Zero confusion when they are back in the office.
Keep the message clear
What is the most compelling message about the product or service? What is the biggest benefit? What kind of result will they see? How does it solve their scariest problem? How does it make their life easier? What will get their attention?
Choose the number one message, the one your clients care the most about. If you’re not sure, ask.
Write an eye-catching headline
Only 5% of people can afford to fully retire.
That got your attention, didn’t it? This is an actual brochure headline I wrote for a client a few months ago. And yes, people absolutely keep reading after they see that number.
If you can use a statistic, great. If you have a quantifiable benefit, even better.
Imagine reading, “Double your sales in just three months!”
Sign me up!
Explain the concept
Go back to the basics. Remember, we want to be crystal clear with our message. In two to three sentences, explain the concept behind your product or service.
Now run it by your grandma or a fifth grader. Do they get it? Awesome. Not so much? Rewrite it so it’s straightforward and in plain English.
List the benefits
Break out the bulleted list! We want this to be easy to read, so jot down a list of the top benefits of the product or service. If you have more than five, edit it down to five.
Why five? It’s a nice round number and is long enough to be impressive, prove you know what you’re talking about and still be somewhat memorable.
Expand on how it works/what to expect
The headline, concept introduction, and benefits all go on the front of the brochure. The back contains a little more detail.
You can break this information out in steps or use a timeline. Keep the copy minimal and only use one sentence per step or timeframe. You don’t need to include all the details. A 30,000-foot view is fine.
Don’t forget to include contact information
The contact information you include comes down to one thing: What is the most effective way to get people into your sales funnel? Is it setting up an appointment online? Having a phone conversation? Providing the CEO’s email (having direct access to the top dog in a big company feels very special like you’re part of a secret club).
At the very least, include your company name, phone number, and website. If you have a bricks-and-mortar location or a prestigious address, you might include that as well. But again, think about how to get people into your sales funnel.
Need help with brochure copy for an upcoming event, product launch or conference?
Let’s talk! Contact us today.