Often the first and most lasting impression of your business comes from a company brochure. Telling the story of your business in a compelling way, visually as well as literally, the company brochure establishes who you are, how your product or service can be of benefit, and why customers should look to you for help ahead of other competitors – important stuff!
Both the design and the writing of copy for your brochure need to be done with your overall branding requirements in mind. A powerful brand must be consistent across your marketing efforts. Printed materials should consistently match your online presence, both in tone and appearance. These printed materials will connect in a way online marketing cannot — by physically placing your brand and information into potential customers’ hands, to be read at their leisure. Its physical nature establishes a sense of permanency and credibility in the public’s mind.
Often we feel overwhelmed when trying to focus our thoughts about our business into the content of a brochure. Below are a few quick tips to think about as you start to prepare your brochure copy:
5 Tips to Writing Effective Brochures
Set the tone – Energetic? Cutting edge? Warm and fuzzy? Know the impression you want to leave in your customer’s mind and set the tone at the outset for the overall text of your brochure.
Be clear – How will you benefit the reader? That is what you want to state clearly and consistently. Be sure to keep their perspective in mind when you plan your content — not necessarily what is most important to you. Think from your reader’s perspective – and give USEFUL information that will benefit someone looking for the services or products you offer. If your copy lapses into “sales” talk, you may be defeating your purpose.
Get personal – Highly technical information or simply too much information bores and even alienates the reader. Your copy should be readable, relatable and enlightening without being dull. Remember that the scope of a brochure is fairly limited – you do not need to try to provide all relevant details, but rather to outline your major points with an appropriate amount of elaboration.
Get organized – Lead your reader through the information in an organized, logical way. If they get lost or confused along the way, you’ve lost your reader. Sketching out your main points in a brief outline format (yes, on actual paper!) can be a great way to get and stay on track with what you want to get across. And always end with a ‘call to action’, encouraging them to make contact for further assistance.
Make it easy – If you have done your job well, your customer will want to reach you… make that easy with a map or directions to your location, your web address, phone and fax numbers.
Print is a vital component of any successful integrated marketing campaign. It works in tandem with your website, email, signage and other outreach – yet the unique power of print lies in physically reaching the hands of your potential customers. Rely on your printer for advice and direction in the creation of all your marketing materials. They should be able to guide you in everything from copy writing to the latest technology to help get your message out… if they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!