Brochure Copywriting: Strategy For Making A Piece Of Paper Resonate With People

By: Adam Barone

Brochures are among the most utilized marketing vehicles in use today. From very small businesses to the largest publicly-traded companies, all use brochures to communicate with their customers and prospects about the products and services they offer. But despite how common the brochure is, not many employ the proper brochure copywriting strategy to take best advantage of the medium. Here are some of the things you can do to ensure that doesn't happen to you:

1. Lead with a cover headline that directly empathizes with your customer's needs
This can be done a variety of ways. You could ask a question. You can make a promise. You can literally identify the problem. Whatever you choose to do, the right brochure copywriting strategy is one that steers clear of the "marketing speak" trap and speaks to your market directly in a language that it easily understands and appreciates. Secondly, the headline should create curiosity to continue reading the brochure, but this should be a natural effect of a truly empathetic headline.

2. Introduce your company and offerings with an emphasis on customer benefits
A brochure usually includes some kind of introduction, but contrary to popular practice, this isn't the place to wax about how long the company has been in business, how many employees you employ or how great they are. No, this is the place where your brochure copywriting should position your company and its offerings as the answer to a problem your market has. It should directly correlate to the headline you led with, and should be written in plainspoken language, not flowery or laced with innuendo.

3. Include customer testimonials
Sometimes, the best brochure copywriting isn't written by you or your copywriter. It's done by your customers in their own words. Assuming your company has satisfied customers, what they have to say about their experience with you is often more credible than anything you can say about yourself.

4. Close the brochure with a compelling call-to-action with an offer to "share the risk"
Once you connect with your readers in a way that resonates with who they are and their needs, perhaps the only thing standing between you and the new business is a natural apprehension to "taking the risk." However, if your brochure copywriting includes a call-to-action (or asks for the order) in a way that you offer to share the risk, you have a very good chance at getting over this hurdle. Just remember, try to make the offer as relevant to the needs of your customer as possible. If the value of your company's offerings aren't price-related, don't make a price-related offer. Offer something related to the key reasons someone would want to do business with you-just make the deal a little sweeter.

Article Source: http://www.bigfreearticles.com

Brochure copywriting strategy for effectively making a piece of paper connect with your market.

About the Author:
Adam Barone is a freelance copywriter from the Boston area. Visit him at http://www.adambarone.com. (c)Adam Barone 2006. All rights reserved. Reprint rights granted as long as the article is published in its entirety, including links.

Tags: copywriting, copywriter, brochure copywriting, brochure copywriter, marketing copywriting, marketing

Please Rate this Article

Comments

Share This Article - Quick and Easy Using This Button:

Click the XML Icon Above to Receive Uncategorized Articles Via RSS!

Read More Articles From - Home | Uncategorized

How Fixing Leaks Can Add Equity To Your Home And Save You Money By: Chad Wiley - In order to save the equity in your home you need to be sure to fill any cracks before that start to rot and cause serious damage to your home, thus causes the property to drop in value. I will show you the ropes on how to stop leaks by filling the cracks around your property.
Tags: home improvement, interior repair, fix my house
Getting Started In Forex Trading By: Joseph Carducci - If it is used properly, a currency trading system CAN provide a long-term income. However, you should not be thinking of the Forex markets as a way to make quick money. Rather, you should be thinking of this as a long-term strategy. This is so much more. It is a way to create substantial wealth, over time. In order to be successful at such an undertaking, you will be required to use tools. This will involve using trading software.
Tags: forex profits, currency trading, forex trading system, forex trading course, currency trading system
Home Lighting Provides A Great Mood For Any Room By: MIKE SELVON - One of the most important elements in interior decorating is home lighting. The lighting design is an instrumental component for creating a mood for any room or setting. The one that is selected for various areas of a home can affect not only things such as mood, disposition, performance and even morale, but it can also play a big part in providing proper safety and security for the family.
Tags: home lighting, the lighting design, the lighting fixtures, lighting accessories, table lamps
The End Of Conventional Telephones? By: Anna Stenning - Most people with some knowledge in using communicative devices on the internet will know that this is one of the cheapest ways of keeping in contact with family or friends. Those with a broadband internet connection will have heard of voice over internet protocols, or VOIP phones. Their programs include Skype, Vonage and Gizmo5 project which relies upon software based communication from peer to peer.
Tags: voip phones
Holistic Healing and Magnetic Therapy Solutions By: Seth Daugherty - Magnetic therapy is part of a very large number of therapeutic offerings. These are sometimes referred to as holistic healing options. That is to say, because magnet therapy has never been accepted by the medical community (primarily because further studies are needed to show if, how and why magnets may help alleviate chronic pain) magnetic therapy will always be looked at as holistic healing.
Tags: holistic healing, alternative medicines, magnet therapy, magnetic therapy, magnet pain therapy
Top Five 2008 Female Olympians By: Martin Reed - At the 2008 Beijing Olympics, much attention was given to the athletes that were breaking records and making history. It was a rare corner of the world where you could turn on the evening news and not hear the latest victory in Michael Phelps quest for a record breaking eight gold medals. The US mens basketball team created a great buzz as their mission to reclaim the gold for the US basketball team unfolded.
Tags: female athletes, sport, olympics, beijing 2008
Getting A Fast Payday Loan By: caroline south - There can be times like these when money is becoming ever tighter and it just does not reach as far as it used to. Man families are finding that they are having to spend more just to maintain their basic standard of living. If you run your own home then you know that the cost of essentials take a large chunk out of your monthly income.
Tags: cash advance, payday loans, payday cash advance
The ABCs and 123s of Hairstyle By: Phoenix Delray - A hairstyle is an extension of a persons personality and character. Although there are some people who do not pay too much attention to their hairstyle, most people do take care that the hairstyle that they wear is a reflection of who they are. There are hundreds of popular hairstyles that have been worn throughout the ages, and a hairstyle that is right for you is probably here in the list.
Tags: hair color, hair styles, latest hair style, hair color products, short hair style
Introducing The Simpsons Family By: imteaz ahmed - Homer Simpson: Homer is the father in the Simpsons family as well as the only person that regularly brings income into the house. He is an idiot, but he is also quite hilarious because of that simple fact. He is worked at the Springfield Nuclear Power Plant ever since the start of the show and in the process he has probably single-handedly given the anti-nuclear movement more material than it ever really needed to have.
Tags: watch the simpsons season 20, watch the simpsons online
Explore the Secrets of Online Stock Trading By: Wincent Loh - Online stock trading has opened up an entire new world for any trader. Traders do not have to be professional, watching the market the entire day. Online stock traders can fit trading into any type of schedule. People can trade from any location in the world with just an internet connection. Online stock trading is also open to any experience level, with loads of information and tips available for the beginner up to the savvy investor.
Tags: online stock trading, options trading, stock, investing, financial