How to Write Brochures

A brochure is a valuable, tangible piece of marketing material that is ultimately used to sell. Unlike a website, you have a limited amount of space on which to provide information. When writing a brochure be specific with what you are selling.

Pretend you’ve come across your own brochure. When looking at the front ask yourself what kind of information you would want to find inside. Write down and answer any questions you may have. You can use these in your brochure.

Instead of just providing an overview of the basic features, you want to focus on a specific topic that lets you get detailed. Features describe the product or service; benefits describe how the features will help the reader.

You won’t be able to fit everything you might want to say into one brochure. Since you have limited space, it’s important to remember that not all your information is relevant. Leave out information that doesn’t directly impact the main product or service.

Brochures come in many styles and layouts. The most common is the tri-fold brochure. However, you should free to choose a different layout depending on the information you are providing.

Whatever style or layout you choose, you need to make the most of the physical space. This means finding a balance between words and images.

Your front cover is what will get people to pick up your brochure. An eye-catching photo or graphic is more effective than a bunch of text.

On the inner panels, use headings to break up long blocks of text. Brochures have limited space and you don’t want to use up all the space with long blocks of text.

Address the reader as "you" to establish a relationship with the reader. Making your copy personal creates a relationship between you and your customer.

Your goal is to keep earning your reader’s focus and attention. Cater your content to the type of reader you are hoping to attract with your brochure.