Copywriting Tips for Sales-generating Brochures by Karon Thackston © 2003 http://www.copywritingcourse.com
Brochures have held an important place in marketing plans for longer than most of us can remember. There is no doubt that they have ability to generate sales and increase revenues. Why then do so many of them fail?
There are several aspects of copywriting for brochures that amateur writers donít consider. Itís those things that make or break success of your efforts.
For sake of generalization, letís think about creating a six-panel brochure. (Also called a tri-fold brochure among other things.) This is created from an 8.5Ē x 11Ē sheet of paper that is then folded twice. There are three panels on front and three on backside of original sheet.
As if it wasnít obvious, cover is most important panel in your brochure. Both images and words need to grab readerís attention and pull him or her in. It has to be compelling enough to (a) strike an emotional chord, (b) make customer want to pick up brochure, and (c) make reader want to know whatís inside.
So, why then do so many people simply put their company name and a picture of their building (or something equally as boring) on this - most important of all panels?
I generally leave writing of cover as last element in my brochure-writing project. Once Iíve finished rest of copy, I read back over it at a leisurely pace. Then I stop to think. If I were asked to summarize information in this brochure in 10 seconds, what would I say? If I had to name single biggest benefit customer will receive from this information, what would it be?