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The copy you write for brochures is different to what you might have on a website. The English you use can be, for one thing, a bit fuller than that of your website, which has to grab the reader’s attention in seconds. You can afford to have less sentence fragments and slogans hanging in the air, for one thing. When a potential customer has taken the trouble to pick up your brochure, you have their attention... Well, initially, at least (so don’t blow it). Unlike with a website, there is more room in a brochure to talk about your company and its history, but it’s still vitally important that you write something punchy that doesn't beat around the bush too much. You should always be concerned with giving the customer what they want from the beginning, which means: what can you do for me? Customers need to know what they can get out of working with you; information on the number of employees you have and your year of incorporation is, at best, secondary. What you should try to do when you communicate with your potential customers is make them imagine the future. Make them imagine looking back at what a fantastic job you’ve done for them. I find it makes a stronger case than saying “if you use us, this is what we can give you” if you take away the element of chance. Make them think of when it’s already happened and tell them how great it was. The first thing you need when you write a brochure is a checklist to get you started. Try to tick off as many as you can: * What it’s being written for (informational? Promoting sales?) * Who it’s aimed at (what kinds of companies, profile of people reading the brochure) * How many pages it has * Where to get the information to write the new brochure (marketing division? Interviews with R&D staff? Engineers?) * When the last brochure came out * When the new one is due to be replaced (in other words, what’s its life-cycle?) * When you need the copy to be finished (hey, don’t laugh. A tight deadline can have a big effect ? positive and negative ? on the quality of what you write) * The design (has the new brochure already been designed? This would impact on the word count and the style of how you write it) * Your house style (many companies have a certain vocabulary and a certain way of describing things) * Competitors’ brochures (why not see if there’s anything you can model for your brochure? At the very least you can find out what you’re up against) * Your overall plan at the outset for what kind of brochure you’d like At all times you should be thinking of your customers. What do they want? What don’t they want? What can you do to make their lives easier? What can you help them avoid? Happy writing.
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Daniel O`Connor is a leading business writer based in the UK. See his satisfaction-guaranteed site at www.daniboy.com. He`s worked for some of the biggest companies in the world -- including NTT and Mitsubishi Electric, not to mention the 1998 Olympic Winter Games -- as well as some of the smallest. And he can do a job for you, too. With a language-based background -- he`s fluent in Japanese and French -- Daniel is supremely qualified at explaining complicated things in a simple way. There`s nothing you can throw at him that he won`t have dealt with before. Because it`s all about one thing: the words. The right words for you and your business. Blog articles. SEO for websites. Direct marketing. White papers. Flyer advertising. You want words? Daniel O`Connor has words. Want to try out his writing before getting in touch? Check out his daily business blog at www.daniboy.com/blog/ and sign up for his `Daniboy Writes` ezine. It`s every second Friday, absolutely free, and won`t commit you in any way. See www.daniboy.com/ezine now. Read this article in its original context at: www.daniboy.com/articles/GreatBrochureCopy.html
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