“Where do I start?” You may wonder that when it’s time to write marketing copy, especially for something like a brochure. Whether you’re working on a simple tri-fold or a multi-panel design, this article will help you answer that question. We’ll review four basic steps that will take you from the front panel to the last sentence.

Step 1: Choose Selling Points

To get started, list selling points that appeal to your target audience. For example, you’re affordable. Then, rewrite them to focus more on the reader’s needs. For instance, you might rewrite “affordable” to “save money by switching to us.” Do you see the difference? It’s the same thought but now it’s not just an offer, it’s personal.

Step 2: Write the Headline

Choose one selling point for the headline, which belongs on the brochure’s front panel. The headline lures potential customers and eliminates those not in the target audience. Some questions that may help you decide on the point to use include: Which selling point separates me from my competition? Which one would appeal to my target audience? Which one is the most unique?

Now rewrite that selling point to get some attention with a question or statement. Questions get responses almost automatically. For example, the selling point “saves the customer time” could be “Ready to save time doing your taxes?” Statements usually get attention in a more direct way. For example, that same selling point could also be “Spend less time on taxes, more time on what you love.”

Step 3: Write the Body Copy

Logically arrange the remaining selling points, expound on those ideas, and write transitions between thoughts. It may take some time but ideas will flow once you start. End with a call to action like “Call for a free consultation today!” Tell readers what to do after they’ve put down the brochure. When you’re done, add subheads between topics.

Here are a few things to keep in mind while writing:

• Use active verbs and dynamic nouns.
• Use questions to break things up.
• Use the same narrative voice throughout (“I” or “we”).
• Use parallelism in lists (like this one).
• Be consistent in how you refer to products or services.
• Spell out acronyms on the first use.
• Use lists or bullets for variety.

Step 4: Proofread, Proofread, Proofread!

Proofread the copy and ask someone else to as well. Typos are especially visible in headlines and subheads so check them carefully.

Easy as What You Do Best

In a few basic steps, you can have your entire brochure written and ready for the printer. It may take a little time but knowing where to start (and end) can make all the difference.

Remember:

1. Choose selling points then rewrite them to focus on the audience.

2. Choose the main selling point and write the headline.

3. Expound on the remaining selling points for the body copy.

4. Proofread to catch any errors or typos.

Your professional brochure copy is only four steps away!

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When writing up your company’s brochure, you typically have six panels (front and back sides of a typical three-fold brochure) to get your message across. A striking design and clean layout will be essential in making the most of those six panels.

But what type of info is must-read material for your readers? We’ve narrowed it down to five major categories of information that you’ll definitely want to include.

Contact Info

Without contact information, you could have a stunning brochure and a great business opportunity-but nobody is going to take that next step to get in touch with you, because you’ve made it impossible for them. Make sure to include your website address prominently throughout the brochure. Also include a general contact e-mail address, a phone/fax number and your business address (and mailing address, if it is different).

Who We Are

A good strategy is to use one of the inside panels to describe who you are as an organization. This may include your company’s history, how long you’ve been in business and/or staff photos. But it will most definitely include your mission, goal or objectives as a company. Make sure people can read the brochure and know in an instant who you are and what you stand for.

What We Do

If you’ve allotted one inside panel to describe who you are as an organization, you may want to take another panel to describe what it is that you do. Use language here that will make the reader feel confident in your quality work. You may choose to list some of your current clients, provide quotes and recommendations from those people and offer your customer’s further assurance that they can count on you to get the job done.

Art (logo and photos)

A text-heave brochure will only find its way in the hands of a few people. That’s because people are drawn to beautiful, high-quality images. They pick up magazines based on what’s on the cover, and your brochure is no exception. Display your company logo prominently on the brochure and include relevant photos. Make sure they all look professional-no snapshots from the company Christmas party here. Hire a good photographer if you don’t already have suitable images, or choose from relevant royalty-free stock photos online.

Call to Action

An effective brochure provides readers with a call to action. That is, some practical way to respond. You may choose to use the last brochure panel to include a tear-off form for clients to put in their information and mail it in for a free quote. Or you might include a coupon for a percentage off food at your new coffee shop. Another way to get clients to interact with your brochure is to include a checklist on the back (i.e., “Are you getting the best rates on your home mortgage?”) with a number to call your company after the quick survey. Whatever the method, find some way to incorporate a call to action in your brochure, and you’ll be more likely to see new business sprouting from your efforts.