Informative and persuasive brochure content can make all the difference to your business. Most brochures are digital these days of course, but even in today’s world of surfing and scrolling, there’s still a big place for printed brochures. After all, written collateral can be the first contact that potential customers have with your organisation.
Whichever type you want, it pays to use an experienced brochure copywriter. Written well, brochures have staying power. Digital PDFs are easy to refer to, of course, or to download again. But people will keep printed brochures that appeal to them for weeks, months, even years. And when the time is right and they’re ready to buy, they’re brought out and pored over.
So it really is worth paying for a professional brochure copywriter. Because it’s no good having a glossy cover if what’s inside is a dull matte.
Sectors I have written brochures for in London, the UK and internationally include:
The answer is simple: brochures should be as long as they need to be to include the information you need to convey.
That’s it. If you’ve not got much to say, a simple four sider could be enough. Or even a two sider. Though it’s always a good idea to have a picture or some kind of illustration to break it up.
But if you need to, then go for 8, 12, 16 or even more pages. Nothing wrong with 32 pages or even 64. You’ll find that it usually only costs lightly more to design, write and print a slightly longer brochure than shoehorn everything into a shorter one.
Each page or spread should have a headline and, unless the copy is very short, subheads. If your pictures or illustrations are of something specific (as opposed to, say, smiling face stock shots) make sure you include clear captions with them.
Have a clear call to action at the end of the brochure. And, with long brochures, at regular intervals throughout. With very long brochures, have a contents section at the front. A summary at the end is good, as well as side panels to summarise the main points of each section.
If you’re issuing a series of brochures, you may want to consider having a short, separate overview brochure or flyer as well.
Always make sure the copy is clear, informative and interesting. Remember what your audience are looking for, not just what you want to sell.
Testimonials and short case histories are often a good idea.
Product specs can be important too. Anticipate what questions buyers may have. For example, is it powerful enough? Will it fit through my front door? Is it compatible with what I’ve already got?
There are all kinds of things you could include or leave out. But don’t be worried about the length of the copy per se. As long as you’re saying what needs to be said, it’s the right length.
“Thank you again for doing such a great job. This has led to more work from the client!”
T. Dooley, MediaMinster
“The brochures Peter wrote for us were excellent and have been extremely well received.”
Christian Amicabile, General Manager, Candywall Ltd
“It looks very good to me so there is no need to change anything! Thanks again for your professional work.”
Damian Klimek, Klimstar Builders
” I am very pleased with what you have produced, thank you.”
Reverend Tim Harford, Director of Fundraising and Communications, USPG
“Thank you for your work. I must say it´s really good, it was a pleasure to read the paper.”
Victoria Vinogradova, Marketing Manager, Kaspersky Lab, Russia
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