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6 Expert Tips for Writing a Marketing Brochure That Converts

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.
Read these tips for writing a marketing brochure that captivates your readers. (Photo: vfsdigitaldesign)

Marketing brochures tend to slip under the radar in today’s marketing. Video, online search, and social media all grab the lion’s share of marketing spending.

Yet the humble brochure still has a place in the marketing world and is more common than you might think.

You can find brochures everywhere:

  • At your doctor’s office promoting a new procedure.
  • In hotels highlighting adventures around a city.
  • At trade-show booths prominently displaying companies’ information.
  • In your mailbox drawing your attention to everything from luxury real estate to local service businesses.
  • 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.

Marketing brochures benefit B2B (business to business) and B2C (business to customer) marketing strategies. Additionally, a professionally produced brochure gives the look of a high-end, established company that’s worthy of the client’s business.

Adding a physical brochure to your online presence will also diversify and improve your marketing efforts considerably.

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This is an example of the popular trifold brochure, which has three panels on each side. (Photo: Conquest Graphics)

What Is a Marketing Brochure?

A marketing brochure has one job: to help businesses market their products and services.

A marketing brochure is a printed messaging material—usually in a trifold, z-fold, or bifold format—designed to promote businesses, products, or services. Marketing brochures are portable, can be distributed at various venues, and are usually relatively short in length (a few hundred words). I’ve seen brochures that are more like sleek magazines, though.

Not all companies can afford to advertise on billboards and TV commercials. But brochures are economical, so companies of all sizes use them—whether it’s the local pizza joint down the street, a small startup, or a Fortune 500 corporation.

A well-made marketing brochure can bring in tons of new business, so the copy on yours should be of the highest quality.

This article will give you six expert tips for writing a marketing brochure that captivates your target audience and increases sales.

In a rush? Get this article as a PDF guide so you won’t miss these tips!

1. Create an Outline

The best way to get great results is to plan for them. Brainstorming and then creating an outline for what you want your brochure to say and look like will save you time and headaches in the long run.

Here is a quick rundown of what should be included in your brochure:

  • Front panels have the company name and logo prominently displayed.
  • Inner panels contain all your product or service information and the best sales pitch.
  • Back or final panels are for your call to action, contact info, and any extra information.
  • Use the acronym AIDA (attention, interest, desire, action) to plan your brochure.

Having a plan of attack for writing a marketing brochure at the start makes the whole process simpler.

Here is an example of the skillful use of AIDA for a marketing brochure:

Image of a marketing brochure with certain sections labeled A, I, D and A. The first A is pointing at an illustration  and headline on the cover. The illustration is a businessman heading along multiple possible paths. The headline says "Is your company suffering from business paralysis?" The I is pointing at text beneath that saying "See how Core Financial can helps solve this common business problem." Then, on the inner panel of this sample brochure, the D label is pointing at a bunch of text showing how you can "count on Core's expertise for these services" and "The Core Approach" -- these are all the benefits and features that help build desire. Finally, the back flap of this sample brochure is where we see that second A label, the one for "action" -- that one is pointing at the call to action, the phone number for the business where people are directed to "Call and see how CORE can help you make smarter business decisions." There is also a QR code on the back flap that people can scan for more information. It is a great example of AIDA in action.
AIDA formula in use in a marketing brochure. (Photo: Green Eye for Design)

2. Define Your Target Audience

An essential task for writing any marketing material, especially brochures, is to define your target audience. You can’t give everyone a brochure, so be selective and craft your message effectively with the right people in mind.

You should define:

  • The demographic segmentation of your market you want reading your brochure
  • Which marketing metrics you want your readers to drive

Once you know your target audience, you can focus your marketing by writing on their pain points and how you can help them.

Don’t Miss: Why Your Brochure Stinks (And How to Make It Stunning Instead)

This is a chart titled "Demographics vs. Psychographics." The subheading says "Combine them for your buyer persona." Under the Demographics column, the list is: "Single; Male; 35 years old; Works at Company XYZ Inc.; IT professional; Makes $110,000 per year; Lives in Boston area." Under the Psychographics column the list is: "Dog lover; Green Party; Comic Con fan; Takes beach vacations; Loves K-Pop music; Prefers plant-based foods; Values family bonds." Chart by Super Copy Editors.

3. Focus On Your Readers

Many brochures are created simply to make their company look good.

While company promotion has its part, the central idea of a marketing brochure is to speak to the reader. If you are not speaking to the reader’s pain points and how your company will address them, readers will lose interest quickly.

Ask yourself:

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

Focusing on solving the readers’ needs instead of promoting your company will get more people interested in buying what you’re selling.

A lot of work goes into creating a compelling marketing brochure. In the end, so much is riding on how your brochure looks, reads, and sells. At Super Copy Editors, our professional proofreaders and editors are experts at ensuring marketing brochures are clear, concise, and error-free. Find out more about our brochure copy editing services.

This image has an empty alt attribute; its file name is Sample-brochure-showing-numbered-sections.png
One formatting trick is to number your sections to improve flow and readability. (Photo: Sergey Filkov)

4. Use Proper Formatting

A properly formatted marketing brochure is essential to the success of your brochure. Suitable formatting makes the brochure more readable. Furthermore, most people don’t read brochures front to back. They like to skim through them and pick out critical information.

Here are some tips for making your brochure skimmable and more readable:

  • Use Attention-Grabbing Headlines: State your main points and offerings with headings. These will be what most people read first—and may be the only part they read.
  • Be Concise: The headings and descriptions backing them up should be short and to the point—use bullet-point summaries in the descriptions if needed.
  • Use Plain Language: Write in a clear and conversational style to reach as broad an audience as possible.

Stay away from complex words and sentences or technical jargon that some readers won’t understand. The text should be professional yet easy to read.

Don’t Miss: How to Write Headlines for Marketing Content That Readers Just Can’t Resist

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

5. Have a Clear CTA

As crazy as this might sound, many brochures lack a clear CTA (call to action).

What is the point of your marketing brochure if you aren’t going to sell to the reader?

  • First, ensure you have a clear purpose in mind throughout the writing of your brochure.
  • Take your readers on a journey of what their pain points are.
  • Then tell them what they can do to solve their problem with your call to action at the end. Give your readers a reason to keep the brochure.
This is a long chart titled "60+ Brochure CTA Examples" showing dozens of examples of CTA text that you can use to maximize conversions for your sales letter. Listed on the chart are examples of CTAs when you want to drive a purchase: Claim your free trial, Start your free trial now, Try for free, Try now risk-free, Get Started, Get started in 1 minute, Buy now, Buy now pay later, Treat yourself, Reserve your spot, Join free for a month, Create a free account, Shop now, Order now, Get the look, Find a deal, Compare plans, Redeem now, Save today, Start saving, Claim your coupon,  Get 30% off now, Get limited-time offer, Get free shipping. Examples of CTAs when you want downloads: Download now, Download free ebook, Free instant access, Access the research, Check out case studies, See the case study, View demo, Grab the free toolkit, Grab your copy, Grab your goodies, Get it now, Get offer, Get the guide, Get your free checklist, Get your first lesson now, Get my free content, Show me the report, Send me my results. Examples of CTAs when you want people to contact you: Contact us, Contact sales, Tap to call, Reach out for more info, Request an invite, Request a quote, Get your free quote, Get estimate, Book Now, Book a Call, Check availability , Schedule a demo, Speak to an expert, Schedule your discovery call, Request strategy session, Free consultation. Examples of CTAs when you want people to subscribe: Subscribe, Send me the newsletter, Get the latest updates, Be the first to know, Sign up, Get instant access, Keep me informed, Join now, Join our mission, Join the action, Join the revolution, Join the fun, Join our exclusive community, Join 5,000+ subscribers, Become a VIP, Learn our secrets. Chart by Super Copy Editors.

After your CTA, leave straightforward instructions on how your readers can contact you or take the next steps. After all, at least when your brochure is in print form, they can’t simply click on a link.

Don’t forget! Download “6 Expert Tips for Writing a Marketing Brochure That Converts” to keep it handy and take action on it. Click here to download it now.

6. Proofread Your Brochure

Proofreading and editing is the last and most crucial step of writing a marketing brochure.

I can’t overstate the importance of ensuring your marketing brochure conveys accurate information and is free of spelling and grammatical errors.

Why? Because once your brochure has been printed, there’s no going back without paying a high price.

Picture yourself at a trade show in front of dozens of your peers and hundreds of potential customers—when one of them points out a spelling mistake on the front of your brochure. Proofreading can help you avoid that type of embarrassing situation.

Another thing you don’t want to attempt is to self-proofread the brochure that you and your team just wrote. The reasoning is that it’s very challenging to find all of your own mistakes.

Having a fresh pair of eyes and an outside perspective on your brochure is the best way to ensure error-free writing.

That’s where the professionals at Super Copy Editors come in. We have helped countless marketers make their brochures a success. Let our skilled team proofread and edit your brochure so you can save yourself the headache, cost, and embarrassment of a reprint. We can also offer expert feedback on your marketing materials so that you achieve a great return on your investment. Get your free quote here.

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Dave Baker

View posts by Dave Baker
Hi, I’m Dave Baker, founder and copy chief of Super Copy Editors. I have more than 25 years 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. At Super Copy Editors, we’re passionate about helping agencies, marketing teams, and education companies refine and polish their text to give them confidence and ensure success. Learn more here.

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