How to Write a Brochure - 2 Things You Cannot Forget

Writing a brochure sounds easy enough...until you actually sit down to write it. It's so easy to get wrapped up in the nuts and bolts of what you do that it can be hard to mentally take a step back from your business and figure out what your prospective customers really want to know.

There are a lot of best practices copywriting articles out there. But as you're figuring out how to write your brochure, here are two little tips that you absolutely must remember.

1. Show your reader how you solve the problem.

This is important: ALWAYS focus on the customer. Don't tell him what you do and why you're great. Tell him what you do and what benefit he can expect.

In fact, start out your brochure by framing things from his point of view. State the problem he's facing, even if you think it's obvious. I promise you, it will catch his attention. Now you can tell him how you can help him fix his problem.

It's okay to walk the reader through the various services or products you offer, and to describe your experienced staff and amazing portfolio. Just don't put these accolades in merely for the sake of thumping your own chest; explain everything in terms of the quality of work that your customer can expect, and be sure to tie it back to his original problem.

2. Tell the reader what to do next.

This is easy to forget. But it's the whole reason you create a brochure or any marketing piece in the first place, right? To get the reader to do something?

Don't assume that the reader will know what to do after reading your brochure. Tell him what to do. Statistics show that telling the reader what to do dramatically increases the chance that he will do it.

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Short, sweet, to the point...and the most important sentence in the entire brochure.

Good luck with your brochure writing endeavor!

About this Author

Beth Carter, Naperville copywriter and founder of Freelance Writing Solutions, helps businesses communicate the messages their customers want to hear. She's been creating outstanding website content, white papers, case studies and other marketing collateral for her clients for nearly fifteen years.

Want to see samples of her work? Visit http://www.freelancewritingsolutions.com to see the results she can achieve for you!

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