Basics of Writing Persuasive Brochure Copy

Sage Media reports:

"Just as you’re hiring a professional design firm to compose the visual elements of your brochure, so should you consider hiring a professional copywriter to assist in optimizing the verbal messages you want to get across. That said, nobody knows your business better than you, and if you are going to undertake your own copywriting, there are a few basic points you should consider...[F]ocus on an idea that will endorse your company in the customer’s mind, and create a connection...To your customer, the most important thing about your product or service is how it is of use to them. So, allow your brochure copy to answer all their questions and overcome all their objections. The copy should impart that personal touch to the customer. Brochure copy is sales [strategy] in writing...[E]very page in your brochure presents the reader with an opportunity to stop going on to the next page. Get their attention, and keep it with a combination of design and copy that is attractive, intriguing, and persuasive...[A]lthough it can be argued that brochures exist to explain features, in copy it’s best to sell those features through the benefits...All too often, business owners find it too difficult to simplify their message for general consumption… because you’re so close to the product, it’s too easy to inadvertently drown your readers under a flood of technical jargon. Please, don’t do that to your prospects. If technical information is important to your particular product, it should only be presented in proper technical style (as a table chart or diagram)...[Y]ou want to make the best possible impression on your prospects. From a copywriting perspective, you can do this through tone and content, and by providing expert answers in simple English...The purpose of a sales brochure is to present a compelling, easy-to-digest overview of your company – it is not a medium in which to detail your overall business plan. Decide which points are the most important to present, and focus on those…Always, always end your copy with a call to action. You’ve built a rapport, you’ve outlined the benefits of your company to the customer – now simply and clearly tell the customer what you want them to do...Remember you are not just selling brochure paper, you are selling yourself."