Any marketing professional will tell you that outstanding copywriting will separate your advertising from the rest of the pack. Several characteristics about brochure copywriting can really make your products or services sell. Telling a story, connecting with the reader, and headlines that grab attention are just a few.
At its core, copywriting is another device in a business’ marketing toolbox.
Source: Susan Gunelius for Entrepreneur.com
Brochures are the cornerstone of most marketing collateral material. But if your copy is boring and bland your effectiveness will be greatly limited. Read below for tips to get you started with brochure copywriting that sells.
Brochure Copywriting Tips that take Words to another Level
- Your brochure copywriting needs to tell a story, one that will interest the recipient and make them want to find out more. This is something that many people fail to do, and as a result, their brochures are often thrown away before they are fully examined and read through to the end. When you have a great story the reader will want to continue to the next page.
- When you are in the graphic design stage of the brochure process, make sure to include plenty of visuals. This should include photos, graphics, charts, illustrations, and other visuals that will break up any text and help keep the reader interested in what you are showing them. Brochures need to be more than just pictures of your products. Well-written captions for images and graphics not only explain but also engage the reader. Every detail counts, so don’t forget to be clever with your captions too.
- In order to succeed at brochure copywriting it is very important to establish credibility early on, and to reinforce this credibility to the end of the item. Provide the answers that the readers will be looking for, and add references to show where the information came from. This will help build trust in your business and your products or services.
- Use an intriguing or exciting headline on the cover of the brochure to entice the reader to open it up. Many people neglect the cover and save all of the good stuff for the inside pages but this is a mistake that can be avoided. Take advantage of the cover space in order to get a better response and more interest from the reader. The cover of your brochure might have the least amount of text, but this is the area where you need to spend a great deal of time. Crafting the perfect headline takes an all-out effort. After all, if you don’t get them to open the brochure all is for naught.
- One of the worst things you can do with your brochure copywriting is to add a lot of technical jargon that your readers do not want to know about at the beginning. There is a place for these details and specifications but your brochure is not it. Save these for a sales letter or other type of marketing material instead.
- Testimonials should be given a priority from the graphic design stage. A common mistake is to place testimonials off to the side or to create a special section for these personal reviews, but this usually leads to them being dismissed or overlooked. Weave your testimonials into the text on each page so that they are natural and will be read.
If you send a sales letter or brochure, use a testimonial from an industry peer. This way, the prospect can connect with your message rather than viewing it as just another sales piece.
Source: Brenda Sleeper for BizActions.com
- All of the brochure copywriting that you use needs to have a voice that is consistent from one page and brochure area to the next. A consistent voice is a powerful marketing tool that should not be underestimated.
- During the graphic design, do not shy away from the features of your products. Many experts advise emphasizing the benefits, but including the features is also possible with this type of material because of the extra room available. Concrete details about the features will add appeal and help fill in the text in your brochure while appealing to the reader.
- A call to action needs to be included in all of your brochure copywriting. This will help the reader determine what is expected of them and guide them in the direction that you want them to go. Your CTA needs to be very clear and very compelling so that the reader takes the desired action after reading the material.
Make sure that the reader understands what action they are actually supposed to take instead of being coy or vague about it.
From our article, 12 Things to Know When You Evaluate a Direct Mail Copywriter.
- Part of your overall graphic design should be dedicated to describing alternative uses for the products that you offer. The more uses you can come up with for your products or services the more appealing they will be to consumers.
- When you create brochure copywriting, think about the customer who will use the product, not the product itself. Show that you completely understand the problems that the consumer faces, and that you can provide the answers and solutions needed. This builds up trust and rapport with the consumer and shows you have them in mind.
- Don’t try to use your brochure copywriting in order to persuade consumers to buy your product by the end, this is a mistake that is commonly made and which almost always fails. Place the focus on providing important information to the consumer and get their attention. You can always persuade the recipient with a sales letter later on.
- When you are creating the brochure copywriting to be used don’t forget to end your text with a big bang if at all possible. This is where you can tell the consumer what steps they need to take next and detail how they can contact you.
Do you hire a professional for your brochure copywriting or do it yourself?
