Writing a brochure in 12 easy steps
“So, you wanna write a brochure?
Come on let me show you how,
are you thinking that it can’t be done,
I’ll show you one by one,
you’ll have the words to WOW…”
Ok so it’s not the classic “do you wanna build a snowman?” but it’s not far off!
In a world of clicks and swipes, there’s still value in holding a lovely, professional brochure in your hands. To run your fingers over the silky paper, get the sense of an organisation while you flick from page to page on your coffee break.
Absorbing key information in your own time, learning about their products/services without them breathing down your neck. Forming a lasting impression.
But I know for a fact, writing brochure copy can feel a bit daunting.
A client came to me last month wanting brochures for their next big trade show. A brochure for each arm of their business. Two of which had never had a printed brochure before, even in over 20 years of trading.
They weren’t sure where to start. As I set about interviewing people within each of the businesses, I thought it might help others if I wrote a guide? So here it is, with a very catchy title:
HOW TO WRITE A BROCHURE
1. Ask yourself, why a brochure? What’s the goal? Are you selling a new product, telling potential buyers about your services, raising awareness about an event? Knowing the brochure’s purpose will help you work out what to include.
2. Know your reader? Who do you hope will be reading your brochure? Knowing the audience allows you to work out your writing tone of voice, the language you use, whether there’s a place for industry jargon and what design is likely to appeal. ALSO, what surroundings are you competing with when they get it? Will they receive it in the post where there’s no jeopardy to binning it straight away? Will they be passing your stand at an exhibition, where there’s lots of competitors/noise vying for the same pass-by trade? Will you be handing it out during a meeting?
3. Think format. A good brochure flows naturally, isn’t overloaded with detail and gets the balance right between informing and intriguing. Think about the size of brochure. A4 is the size of a standard piece of paper you pop in the printer, A5 is half that, A6 the size of a postcard. Will portrait or landscape suit best? If you’re printing, think of each sheet of paper in derivatives of 4. So if you’ve got an A4 sheet imagine folding it in half, that’s 4 (small) sides of A5 space you’ve got to play with. Let’s call each one a face.
Think FRONT COVER, INSIDE FRONT COVER, FACING PAGE, then DOUBLE PAGE SPREADS, until you reach page FACING INSIDE BACK COVER, INSIDE BACK COVER, BACK COVER.
4. Before I start writing I get a big sheet of A3 paper and I draw out all the spreads, from front cover, inside front cover, inside spreads, inside back cover to back cover.
5. Then I make a note of what I’ll write about on each face, without jamming in too much. Remember, we want space and air between sections and it needs to flow easily, with room for graphics, photography, logos etc at the design stage. Think flow, not bumps.
6. What goes where? Your Front Cover is your ultimate eye candy. It’s ONLY job to get the reader to open it. Keep it simple. Just an eye-catching, benefits-led headline and good quality, relevant image. Inside panels are for the detail (not too much!) about your product, service, or message. Frame the benefit for the reader clearly and up-front. Follow up with evidence to prove and support that. For example: include a compelling customer quote and their company logo – if they’re happy for you to share. You don’t have to relate every single thing they’ve said, you can edit it down to the bare essentials, without changing a word. Back panel is for your call to action and contact details.
7. Keep it simple, scannable – your reader will MOST likely skim-read. I’m sorry to break it to you, but they are NOT as invested as you are, in what you do. They’re looking for ‘what’s in it for me?’ They don’t know what you know. And right now, they don’t care. It’s the brochure’s job to make them!
8. Stick to clear, benefits-led headlines and sub-heads, short sentences, concise paragraphs, short line lengths, bullet points and active language. Write like you speak. Write like a human. Rather than, “we offer 24/7 service” try “call when you need us, we’re here day or night.”
9. As for your call to action, tell the reader exactly what to do next. Visit your website, sign up or call to make an appointment. Make it super-easy.
10. Great design makes good copy sing. The design should allow the eyes to be drawn to your key messages and move easily from section to section. Don’t make the pages so hectic the eyes don’t even know where to begin. That is a reason to drop out. Invest in good design.
11. Stick to high-quality images – fuzzy pictures never help – consistent fonts, style, your brand identity and plenty of space around the words.
12. Before printing or publishing, proofread word for word. You’re bound to spot something. There’s something about proofreading copy in design that sharpens your senses. If you want an extra challenge, try proofreading each line right to left, as well as left to right, it makes you hyper vigilant of every word.
Good luck, happy brochure writing and do share the fruits of your labour!
And if brochure writing’s still not for you, get in touch: vicks@vickswardcopywriter.com