The ABCs for Better Brochure Copy

It takes years and years of practice and successful results to effortlessly write effective brochure copy. You may be surprised by the fact that even the biggest names in the advertising world make the most common mistakes in writing brochure copy.

To avoid three of the most common mistakes, follow these ABCs for Better Brochure Copy:

• Absence of “Our,” “We,” “Us,” “I” and “Me”
• Brevity and bullets
• Call-to-action and contact info

Absence of “Our,” “We,” “Us,” “I” and “Me”

To potential buyers, the most-important thing about your product or service is how it relates to them. Avoid sentences that begin with “Our” or “We.” Rather, write your copy so that it answers questions, overcomes objections, cites examples and applications, and answers the most important of all questions, “What’s in it for me?”

Tell the recipient about the benefits of your product/service that he/she will want or need to know. Identify the benefits that are significant to decision-makers. Discuss your prospect's problems and how your product resolves them. In short, tell them you have what they want or need to make a decision to respond.

Brevity and Bullets

A brochure is a sales tool. It should offer enough information about a company, product or service to enable a reader to determine whether or not it is a viable option for his or her needs.

Therefore, your copy should be concise – simple and brief – so that it is easy to read. To encourage copy flow that is appealing to the eye, consider breaking up your copy with headlines, sub-heads, side-bars, call-outs and bulleted lists.

Don't wait to send your message home. By positioning your pitch where your piece will get the most readership – the brochure cover – you’ll grab your audience by beginning your copy with the strongest sales point.

Call-to-action and Contact Info

Ask and you shall receive. Make it absolutely clear as to what you want your prospect to do. Make an offer and make it easy for him/her to respond. Keeping it simple may involve: an 800 number, credit application, reply card, self-addressed envelope, e-mail address, Website or microsite URL or fax order form. Finally, let your reader know exactly what she can expect when she responds.