How to write a corporate brochure that gets results - Suzanne Donovan Copywriter
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How to write a corporate brochure that gets results

Have you spent a small fortune on an impressive looking corporate brochure only to find it’s not generating new business?

And do you think the reason it failed is because print has had its day?

It’s not that. Print still has its place. And it’s as powerful as it ever was. If your brochure failed it’s likely to be because of the content.

Getting brochure content right isn’t easy. Many companies are happy to brief a copywriter to write the content for their website, but when it comes to the brochure, they write it themselves. And more often than not, this means dry copy that sells their company’s achievements rather than the benefits they offer the customer.

That’s not the way to go.

If you’re thinking of writing your brochure in-house here are some top tips to help you create content that will get results.

Don’t lift copy from your website

Write your brochure in the second person – just like your web copy. But don’t lift your web copy and simply reuse it in your brochure. Why? Because your brochure has a different purpose. And that means a different approach.

Act now!

Ask yourself – what are you trying to achieve? When you hand your brochure to someone, what do you want them to do? Your copy has to direct the reader to perform that action, so make sure your call to action is clear with zero room for confusion.

Keep it chatty

Web copy is friendly and conversational – corporate brochure copy should be too. Keep your tone of voice similar to your web copy; don’t use business clichés, and make sure you keep your copy clear of all acronyms.

It’s a good idea to ask someone that doesn’t know your business to sense check your copy. Your business language is second nature to you, so it’s easier than you might think for terms that mean nothing to a customer to slip in unnoticed.

Use images to reinforce your message

Take care when choosing images for your brochure. Images can be a powerful tool which can help super-charge your message, so make sure they’re relevant.

You can use stock images, but if you have the budget for a professional photographer, use one. This will ensure your brochure is personal to your company, and because you’re in control, you can make sure copyright issues don’t surface down the track.

The formula for success

Don’t forget; your brochure is a sales pitch, so testimonials, case studies, high-quality images and benefits-driven copy are essential. Add in a welcome message from your CEO, a company profile, some photos of your staff, and you’ll have a winning brochure on your hands.

Done well, your brochure will attract new clients, reinforce your service to existing clients, and gain the confidence of potential investors.

Good luck!