Brochures introduce your business, sell the benefits of your products, and encourage buyers to get in touch. So you need a brochure copywriter who can write and edit effectively.
But brochure copywriting can be far from simple – because it means focusing your messaging, and delivering it in a structured, client-friendly format.
As a brochure copywriting specialist with an editorial background, that’s where I come in.
Brochures: how I help
Creative copy is vital for any brochure – but in truth, it’s often editorial clarity that makes the difference.
Whether it’s in PDF or print, the job of a brochure is to provide a good sense of “flow” from the first page to the last – introducing you, inspiring interest, providing proof of your expertise, and encouraging readers to get in touch.
There often isn’t a lot of editorial space for any one of these elements, so each one needs to be concisely edited and on point.
If you have an account team, your brochure messaging should also align with what you’re saying as part of the offline sales process – to make sure calls and collateral are acting in harmony.
Benefits, meanwhile, need to be precisely articulated, and pitched to your clients’ level of knowledge. Get this wrong, and clients will be quickly confused.
Getting ready to create a brochure
In my experience, many marketers (and agencies) come to me for brochure copywriting because they want a document that can be sent to a client, which feels more “substantial” than an HTML web page.
But it’s important to be well prepared, as a key part of the job is about organising and editing material you may already have.
For example, the draft messaging is often in the form of a PowerPoint which the sales team is already using, which needs rehashing into something a bit more permanent and refined.
As a copywriter, I can create successful brochures directly from these sales presentations – with the additional help of a briefing call and some pointers along the way.
Sometimes, messaging exists but is scattered over multiple web pages, but needs consolidating and updating into a brochure that sells.
So as a brochure copywriter, it’s often my job to perform a “gap analysis” – working out where you have good existing messaging that can be used in the brochure, and where it needs to be refined, updated or even written from scratch.
Finally, it helps if you have subject matter experts on hand to clarify key points for your copywriter, because when we’re condensing your key messaging into a few inspiring headings or paragraphs, we want to be as accurate as we can.
Do it right, and your new brochure will become cornerstone content for your brand – which you can use as a reference point for other marketing, whether offline or on the web.
Brochures can be powerful, so it’s worth getting an experienced editorial specialist in to write yours.
Here’s one brochure example
Writing for my client Jisc, I wrote a step-by-step guide to cloud technologies, in the form of a PDF brochure. Find out more about this cloud copywriting guide.
