Help With Writing Brochures
© 2014 Katherine Williams. All rights reserved.
Chicago, Illinois 60615 ♦ (773) 405-
10 Tips for Writing Targeted Brochures
A brochure is a sales tool that – when used with other marketing and promotional resources – can help businesses acquire and retain customers. They can be included in promotional packages and direct mail letters, distributed at trade shows and other events, uploaded onto web sites, and displayed in places of business.
Listed below are ten tips that can help you create brochures that successfully promote your business by focusing on customers’ and prospective customers’ needs and desires.
It is important to learn as much about your target audience as possible. This will enable you to (a) focus the content on their needs; (b) create text that they can easily understand; and (c) provide thoughts, ideas, and information they can relate to.
Valuable information about the target audience includes age, gender, marital status, family composition, occupation, educational level, income level, geographic location, interests, needs, values, and beliefs. Their knowledge about the product, service, or company is also important to know.
Brochure text should be written from the audience’s point of view. It should answer the questions: How will reading this brochure (and taking the recommended action) benefit me? How will this company help me meet a need, solve a problem, achieve a goal, or make my life better?
In addition to the company name and/or logo, the first page should contain a statement or tag line that describes a benefit (of the product, service, or business) or stimulates thought. Listed below are example headlines.
Brochures are used to highlight important aspects of a business, product, or service. Therefore, include short paragraphs that contain information most relevant to your target audience (e.g., top features, benefits, success rates, results, etc.).
In addition to information about the business, product, or service, include instructions, suggestions, or other resources. This will increase the likelihood that the reader will keep the brochure for future reference, thus keeping your business in the reader’s presence. For example, a brochure about a chiropractic center might include tips on how to maintain correct posture.
Ask the reader to take the desired action such as call to schedule an appointment, send an email to receive more information, or visit a web site to buy a product.
Create shorter sentences that get right to the point because long sentences are harder to comprehend.
Readers may not read the entire brochure from beginning to end. Headings, which can be used to transition from one point to next, give readers valuable information at a glance. They also enable readers to easily find information of greatest importance or interest to them.
Bulleted and numbered lists can also be used to draw the reader’s attention to particularly important information.
Visuals, which can be more powerful than words, help shape a brochure’s message and create a particular image. For example, colors evoke certain thoughts and feelings and images, tables, charts, and graphs highlight text.
White space also draws attention to text as well as provides a polished look. In addition, it breaks up blocks of text, making the brochure easier to read.
Special typefaces such as bold or italics can be used to highlight information. But, if used too much, they lose their impact and make text harder to read.
Get Help With Writing Brochures
A professional writer has the skills and experience to create attention-
If you need help with writing a brochure, then call today at (773) 405-
Sparks, S.D. 1999. The manager’s guide to business writing. New York: McGraw Hill.
Hyde, J. Brochure Marketing: 12 Tips on How to Do it Effectively. About.com. http://marketing.about.com/od/directmarketin1/a/brochmktg.htm.