When it comes to selling your products and services, many companies
miss a trick when it comes to writing the copy for promotional
brochures. This is because many businesses pack their glossy,
well-produced brochure with just the key features of their latest
offers and new solutions, without actually selling the benefits of what
it is they're offering. Far from getting inside the client's mind and
thinking about what they need, most company brochures make the fatal
mistake of ‘focusing on information instead of persuasion' (1).
A brochure is a sales document. It must present the reader with a
compelling solution to their specific needs in a clear and consistent
voice, using language they will find appealing. The tone of the copy
shouldn't be focused on your own company, but on the customer and their
requirements. You should also be clear on where the brochure sits
within your marketing mix, and adjust the tone accordingly. For
example, is it designed to close the deal or sell a meeting? It's
important to think about who will be reading it and what you want them
to do next.
Once you've established your market, key benefits and required tone
of voice, you need to consider the structure of your brochure. It's
useful to work with the designer on this part of the process, so you
can coordinate the length of copy needed and what sections it will be
divided into. You can ‘bolt on' copy into a design, but it's
better to work on the two in tandem as the results will appear more
cohesive. At this stage, it's also crucial to consider how your copy
fits with the images and graphics you're using. If chosen carefully,
your images will speak for themselves in conveying your key messages,
and you can write the words to complement them.
The captions you use to accompany pictures and graphics are also
very important. Most people remember these over and above anything else
in your brochure, so use them as a chance to sell your services in a
positive way. One last point on graphics, confine technical information
such as charts, graphs etc to their own section - don't break up
flowing and persuasive copy with badly placed graphics. Such detailed
charts and graphs are important for creating credibility, but only if
used in the right way.
Throughout your brochure copy, remember to keep referring back to
the needs of your customer, highlighting the benefits of every feature
you mention. Make your section titles emotive and attention grabbing
too. If you also establish possible objections that might exist in the
reader's mind - and deal with these questions - your copy will be even
more persuasive. If you speak to the target audience in the right tone
of voice, establish credibility (using relevant testimonials if they
complement your message), and create enticing, page turning reasons for
buying your products and services, then your readers will feel
compelled to act.
The final part of the process, therefore, is prompting your
customers to actually ‘do' something with the persuasive copy
you've put before them. A point also frequently missed in many company
brochures. A strong ‘call to action' is essential if you don't
want all your hard work to go to waste. If you want the client to meet
you, then ask them. Equally, if you want the customer to place an
order, tell them to order now and give them several options on how to
do it.
If you take some time to understand your customer's requirements,
and structure your copywriting to meet these needs in a coherent and
persuasive way, (always selling benefits not features), then your next
company brochure will achieve the really positive results you are
hoping for.
Sources
1. John Kuraoka, ‘How to write a brochure: advice from an advertising copywriter', 2006.
About The Author
Birmingham and professionally trained journalist at postgraduate level,
Laurence James has been copywriting for over ten years. A Member of The
Institute of Direct Marketing, he is also founder of The Copy Box - http://www.thecopybox.com
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Distributed by Hasan Shrek, independence blogger. Also run online business , matrix, internet marketing solution , online store script .
Beside he is writing some others blogs for notebook computer , computer training , computer software and personal computer
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