Brochures

Brochures? What, like printed? On paper?

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Sometimes, yes. Although most brochures now experience life as downloadable pdfs. Major  brands use us to write their brochures because we are good at choosing the most compelling messaging and then ordering it in the way that bests holds the attention and changes minds. 

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Why commission a brochure when you have a website?

Because it's self-contained. You can present whatever you need to best make your offer, and nothing more. You can also control the order in which the audiences gets the messages - the narrative flow. That allows you to build a case. With a website, you never quite know the page on which someone will first land and the path they will take. 

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Why are brochures important?

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• The ‘silent salesman’ - brochures seek to influence as well as inform. They are the next best thing to being able to talk to a prospective client. Because you aren’t talking, and can’t ask what’s most important to the prospective customer, the brochure has to anticipate all the major needs the target audience may have. 

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• In-depth content and extensive messaging – brochures, being one of the longest forms of marketing collateral, are able to provide thorough explanations of features and benefits. You also have space to anticipate and address potential objections. If the product or service is expensive, a brochure adds value to the purchase experience: the prospect can see your investment in securing their custom. So estate agents selling luxury properties produce brochures in print. It’s the same with cars.

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• Branding – the larger amount of copy and picture spreads gives you opportunities to express more personality and brand values. 

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• People read brochures - when posted, brochures have an impressive rate of being read, acted upon and remembered. People tend to value print, so brochures are likely to be shared: they’re passed around, lent to friends, and become resident on coffee tables. 

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Considerations for brochures​

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• Target audience - too wide an audience and you risk having too many differing needs to address. The brochure can be too large to economically produce.

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• Longevity – one of the main benefits of brochures is also a big challenge. Brochures take time to prepare and are expected to be a comprehensive statement on the product or service. So they must last. A good brochure copywriter will capture current tastes but also ensure the brochure stands the test of time.

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• Imagery – brochures rely heavily on imagery. You have to consider when photography or illustration can replace the need for copy and what copy's role should be. 

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• Cover letter – printed brochures should come with a covering sales letter, as these significantly improve conversion rates but require a different, more personable, tone of voice. That's why it's important to have a brochure copywriter with the ability to write compelling sales letters too.

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• Research – because of the detail required, you have to know your product in depth. This is true of any marketing communication, but especially true when the medium is long.

What type of copywriting do you need?