How to Write Persuasive Copy for Company Brochures 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.

An English graduate from the University of 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.comMake Money Online Forum
Ways For Kid To Make Money Online
50 Can Have Make Money More More More Rule Save Savvy Ways Woman
make money from home
Make Money Online Work At Home Business Home
Business Internet Make Marketing Money Strategy Web
Best Way To Make Money
Internet Make Money Off
Less Lose Make Money More More Win
Home Make Money Online Com Work
Make Money With Prone Web Site
make money quick ways
Good Internet Make Marketing Money Through
10 Make Money Top Ways
Legitimate Make Money Online Ways
Fast Home Make Money Online
Ebay Make Money
Easy Way To Make Money At Home
How To Make Money Selling Stock Short
Make Money Off Site Web
Day Make Money Online Trading
Internet Make Marketing
Home Home Make Make Money Money Online Online Work Work
Big From In Investing Make Metal Money Natural Profits Resource
Business Forumshere
Buying Estate Make Money Real Selling
Easy Fast Make Money Way
Extra Internet Make Money
make money from home
Extra Little Make Money Ways
Business Business Home Home Make Make Money Money Online Online Opportunity Opportunity Work Work
Make Money Home Based Business
Affiliate From Home Make Make Money Money Online Online Onlinedealsspotter
Make Money Selling Short Stock
make money fast
Cheap Kid Make Money Ways
Make Real Money From Home
Best Way To Make Money In Real Estate
Advertise Free Make Money Online
Make Money At Home Uk
How To Make Money Fast Free Online
Business Forumshere
Extra Make Money Online Smart Ways
make money ways
Big Home Make Money
Make Fast Cash Money
Cash Fast Make Money
Email Marketing Software
quick and easy ways to make extra money
Make Money Online From Home
Business Home Make Money Online Opportunity Work
Easy Home Loan Make Money Ways
Make Money Real Estate
Easy Internet Loan Make Money Ways
Business Business Business Home Internet Internet Make Make Money Money Money
Make Money Prone Site Web
Make Money Survey
How To Make Money Online On Ebay
Quick Easy Ways To Make Money
Business From Home Internet Make Money Site Site
Make Money By Internet
Adsense Free Make Money
make real money at home
For Free Make Money Online Quick To Ways
How To Make Big Money In Real Estate
Ebay Make Money Selling Site Web
Internet Mailto Make Money
make money from online survey
Fast Free Home Make Money Online Paid Survey
Make Money Online Ways Wbr
Hosting Make Money Site Web
Business Business From Home Internet Internet Make Money Online Opportunity Successforfreedom
Business Home Home Make Money Online Work
Based Business Business From Home Home Home Home Make Money Online Work Work Work
Easy Loan Make Money Online Ways
Make Money More Ways
Affiliate Make Money Program That
make money online idea
Different Ways To Make Money
Email Marketing Job
Home Make Make Money Money Online Work
Genuine Make Money Online Ways
Make Money More Shut Up
Ways To Make Money From Home
Estate Make Money Profit Real Rehabbing
Make Money Online Paid Survey
Make Money At Home Online
Credit Easy Make Money Quick Ways
Doing Internet Make Money Research
Easy In Make Money Runescape
Free Make Money Online Search Ways
How To Make Fake Money
Easy Easy Fast Fast Make Make Money Money Online Online
Make Alot Of Money Fast
From Home Internet Make Money Online Survey
Earn Extra Free Make Money Online Site Survey Ways
Day Make Money Online Trading
Best Extra Make Money Way
In Lots Make Money Runescape
Internet Business Opportunity Make Money
  ¶ 4:21 PM 0 comments