5 Tips for Writing a Marketing Brochure

Close-up photo of a sleek brochure; on one side is a cute little illustration of a person with a yellow block of text underneath that says "Our Company," and on the right is a page of text that starts out saying "Vision Overview" in a red heading. It's obviously a marketing brochure for a generic company of some kind.
Marketing brochures are everywhere. (Photo: vfsdigitaldesign)

When most people think of marketing, they think of TV commercials, online banner ads, and other highly visible marketing methods. Brochures tend to slip under the radar for most people.

Yet, when you think about it, marketing brochures are everywhere.

  • At the dentist’s office, you might see a brochure near the counter advertising financing for dental work. The financing company asked the dentist to put that there.
  • Or if you recently ordered something online, the shipping box might have had a brochure inside. Many companies slip a brochure into their packaging to try to get repeat business from their customers.

Not all companies can afford to advertise on billboards and TV commercials. But brochures are economical, so companies of all sizes use them—from small startups to Fortune 500 corporations.

They’re also commonly used for both B2C (business to consumer) and B2B (business to business) marketing. You’ll find brochures at almost every booth at conferences, trade shows, and many other events.

If you’re writing a marketing brochure, here are a few tips to help you with the project.

1. Focus on Your Readers

Too many companies use brochures just to try to make themselves look good. They like to brag about their business—how long they’ve been around, what awards they’ve won, and similar accolades.

But if you want readers to care about your brochure, it must address their needs and problems.

Your audience is busy. Before you create a brochure, ask yourself:

  • Why would people want to read this?
  • What’s in it for them?

Once you’ve figured out what you have to offer, then you’re on your way to having an effective brochure.

Don’t Miss: Tips On How to Do Brochure Marketing Effectively

2. Use Headings and Subheadings Wisely

Most people don’t read a brochure front to back. They skim it for relevant information.

Headings and subheadings help them determine what’s useful.

Think of the headings and subheadings as cues that help readers quickly navigate your brochure.

Don’t Miss: The Ultimate Checklist for Good Brochure Design

3. Write in a Straightforward Style

Again, most readers will skim your brochure to find what’s relevant to them, so keep the language simple.

Typically, that means you’ll want to use a clear and conversational style. It can still be professional, but it must be easy to read.

Image of a quote that says, "A successful brochure shouldn't just look nice—it should also improve your business or build your brand."

4. Where Appropriate, Ask Your Readers to Do Something

A successful brochure shouldn’t just look nice—it should also improve your business or build your brand.

So, ask readers to sign up for your newsletter, schedule a consultation, or take some other meaningful action.

This can be challenging in some businesses and brochures. If you’re in that situation, try to think of at least one actionable thing that will move your business forward—such as asking readers to join your mailing list or to complete a survey. Even just getting them to visit your website could be helpful.

No matter what you’re asking them to do, though, there should be a reason. Most people won’t simply do it just to help your business.

For example, if you ask them to visit your website, maybe you can offer a coupon or a small freebie.

Don’t Miss: Don’t Neglect the Call to Action in Your Marketing Brochure

5. Double- and Triple-Check Everything

Brochures are economical compared to commercials and billboards, but they’re usually more expensive than other marketing printouts. It’s an unnecessary expense to reprint a bunch of brochures to fix a small typo.

Also, many companies create brochures for trade shows and conferences, so if you discover a mistake at the last minute, there probably won’t be enough time to fix it.

The team that wrote the brochure is usually not the best choice for doing the final proofreading. That’s because it’s challenging to find all of your own mistakes. A fresh pair of eyes can find things you’ve overlooked.

At Super Copy Editors, we’ve helped many clients make their marketing brochures a success. Contact us today to learn more about our proofreading and copy editing services.

Dave Baker

View posts by Dave Baker
Hi, I'm Dave Baker, founder and copy chief of Super Copy Editors. I have more than two decades of professional proofreading and copy editing experience, including work for The Nation magazine, The New York Times, and The Times-Picayune of New Orleans, where I shared two staff Pulitzer Prizes after Hurricane Katrina. Today, I have put together a hand-picked team of copy editors, and we especially love working with ad agencies, marketing departments, and education companies to make their text as polished as possible. Learn more here.

1 Comment

  1. Ashley Turns
    April 4, 2018

    Since the company I work for wants to put out a new brochure about our business, they are wondering how to make it great for marketing purposes. So thanks for suggesting that we keep the language on it clear and straightforward.

    Reply

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

photo of a collection of style guides and books on advertising, marketing, and education