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How to Write a Brochure Your Customers Will Want to Read – The Brochure Copywriting Cheat Sheet

brochureBrochures are a very popular marketing weapon for SMEs and corporates alike – even in this internet age.

The trouble with brochures is they’re expensive to produce and distribute, go out of date quickly, and are easy to ignore.

Worst of all, they often fail to make an impact on the bottom line. The reasons for this are many and varied, but include:

  • They’re used for selling rather than supporting the sale.
  • They’re used as a standalone tactic rather than as part of a complete sales strategy.
  • The marketing messages are vague and the copy is weak.
  • There’s no offer or call to action.

The end result is often a carton of dud brochures gathering dust in your storeroom.

To help you avoid this fate I have compiled a list of my favourite brochure copywriting resources from the best brochure copywriters in the business. These tips and tactics will help you create a brochure that not only will your customer will want to read, but will increase sales too:

Brochure theory

Q: What do you think of my brochure?
Seth Godin reveals the hard truths about marketing brochures.

The Gloria Gaynor Guide to Print Collateral Marketing
This 3-part blog post explains where print marketing collateral fits in an online world.

Planning your brochure

Five Types of Brochures
Choose the best brochure format for your sales and marketing goals.

Five Essentials for Planning an Effective Brochure
Set up a solid foundation before you start writing your brochure.

Brochure Marketing: 12 Tips on How to Do it Effectively
12 tips on writing a brochure that will support your online marketing efforts and increase your sales.

Brochure copywriting tips & tactics

60-Minute Naked Truth Salesletter Formula
Create the important copy points you need for your sales letter brochure in just one hour.

How to Write More Effective Brochures
6 vital tips from Jonathan Kranz, author of Writing Copy for Dummies.

How to write a brochure: advice from an advertising copywriter
John Kuraoka distills 26 years’ of  copywriting experience in this pithy article.

The Brochure Bible
This free 44-page e-book by Lorraine Thompson is a must-have brochure copywriting reference.

The Perfect Sales Piece: A Complete Do-It-Yourself Guide to Creating Brochures, Catalogs, Fliers, and Pamphlets
Bob Bly’s book covers all aspects of brochure creation from scheduling and budgeting, to copywriting and design.

Trifold brochures

Trifold Brochure Writing Tips
Trifolds are the marketing workhorses of many small businesses. Learn how to make every panel count.

Corporate brochures

Classy outfit…classy brochure?
Bob Bly explains what a corporate capabilities brochure is, and what it is intended to accomplish.

How to write a corporate image brochure people will truly want to read
A case study of a successful corporate brochure written with an “expository writing attitude”.

Direct mail brochures

How to Create a Tell-All Direct Mail Brochure
Master DM copywriter Dean Rieck’s best advice on creating a kick-ass brochure to accompany your sales letter.

Technical product brochures

How to write more effective technical product brochures
B2B copywriting virtuoso, Bob Bly, explains how to translate engineer-speak into compelling benefits.

Brochure design

Beautiful Brochures and Booklets
Now you’ve got the copy sorted you’ll need a few design ideas. Here’s some inspriation courtesy of Smashing Magazine.

Need help writing your next brochure?

Let’s face it: writing a brochure is plain ol’ hard work. If you don’t have the time, skills or inclination to do it yourself, why don’t you hire me, an experienced brochure copywriter? Check out my brochure copywriting samples.

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