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  • Writer's pictureDenise Moller

10 top tips for writing brochures

Updated: Mar 19

Your first thought as you read this was probably ‘do people still even create brochures'?

 

The answer is yes. Whilst many are no longer printed to save money and trees, brochures are still developed to provide information on products, take to trade events, or email to clients as a meeting follow up.

 

I have written a lot of brochures in my time on topics varying from insurance, to hotels, to banks, to member association packs. Sometimes I’ve written the brochures from scratch, especially if it is a new product or service, and other times it has been reviewing old materials to give them a refresh.


A writer’s top 10 tips for writing brochures

So, based on my experience, here are my tops tips for developing brochure content –

 

  1. Think before you start writing – what are you trying to achieve with this brochure and who is your target audience?

  2. Start with a snappy headline – just like a newspaper, you need to draw your reader in to make them interested enough to read it. Make the heading relevant, interesting and punchy.

  3. Put your audience first – many brochures start with the organisation talking about what they do. To make your content relevant you need to start with a business issue or something that the audience can relate to. You should only start talking about what your business does further down the page.

  4. Use a friendly tone – talk to the audience in a friendly but professional tone and use ‘you’ or ‘your’ to make it more personal.

  5. Talk about the benefits – try and talk more about the benefits of using the product or service rather than just the features.

  6. Drop in subheadings – don’t have large blocks of text for people to plough through. People are time poor so most will not read the brochure word for word – they will skim it to find what they are most interested in.

  7. Use bullet points – bullet points (and/or pull-out boxes) make it easier to digest your content.

  8. Edit and review– if your first draft is a bit lengthy, go through and be ruthless. Cut out what you don’t really need to say and try to get to the point. Make sure you have correct spelling and grammar as sloppiness in this area implies a lack of professionalism.

  9. Call to action – always have a call to action at the end to encourage people to talk to you further.

  10. Remember the basics - don’t forget to add important contact information such as an email address, website and phone number so that people know how they can reach you.

 

Once you have your copy sorted, make sure you get a professional graphic designer to bring it to life and make it look amazing.

 

If you need help writing copy for your brochures or sales materials drop me a line. As an experienced communications consultant and content creator I am happy to help.





 

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