Writing Effective Copy For Your Brochure
Staff

More sales. That's the bottom line. A well planned brochure can help lead to this end as long as you adhere to some basic marketing guidelines and avoid some of the common pitfalls.

We Don't Really Care Who You Are!
One of the most common mistakes is to put too much emphasis on your logo, business name and history. What readers really want to know is how your product or service can benefit them in some way. From a sales perspective, a customer benefit statement is tremendously more important than when you were founded or how snazzy your logo is. that is not to say that the latter is not important, but it is secondary to making the customer feel as if you can benefit them in some way.

What's My Motivation?
A well written sales brochure will entice your prospective customer to take the next step. Whether that step is to make a purchase, sign up for a contest, visit your website or give your office a call for more information, your brochure copy must be fashioned in a way to lead the reader to your desired result. This is why it is essential to know exactly what you wan them to do. Writing a purely informational brochure is not enough. You must coax the reader into performing the desired task. Including a "call to action" is an absolute must. "Call Now For More Info" or "Sign Up Today" qualify as common call to action phrases.

Be Conversational
Let's face it, people don't like to read. If your brochure copywriting is sterile and technical there's a good chance you will lose customer interest. It is tempting to be as professional as possible at all times, but if this means boring your prospects to tears, it is counter-intuitive. Try to illuminate your main points in a casual, down to earth tone. This will help to "warm-up" the reader towards what you have to say as well as keeping them focused.

Keeping the above in mind and implementing the proper techniques can help in dramatically increasing the effectiveness of your brochure.